在发展低碳经济、倡导低碳生活、构建和谐社会的大时代背景下,高档酒店不能仅仅停留在绿色饭店建设的表象文章上,更应该深入调查研究传统高端顾客群体中部分顾客非理由肖费行为的表现、成因及危害,探究引导非理性消费行为回归的策略措施,抓紧酒店转型发展的战略机遇,切实实现“和谐、亲民、大众”的再定位。非理性消费行为的概念界定非理性消费行为是理性消费行为的对称,是指超出正常理性人的惯常思维逻辑,做出的种种不合情理、法理的消费行为。理性人假设是西方经济学的基本假设之一,它认为人总是企图以最小的成本代价来获取最大经济收益。违背这一逻辑思维的行为被称为非理性的。援用西方经济学的理论假设,我们认为一名酒店消 In the development of low-carbon economy, promote low-carbon life, build a harmonious society in the era of high-end hotels can not just stay in the green hotel construction of the article, but also in-depth investigation and study of some of the traditional high-end customer base non-reason Behavior, causes and harms, to explore the strategic measures to guide the return of irrational consumer behavior, seize the strategic opportunities for the hotel transformation and development, and earnestly achieve the repositioning of “harmony, friendly people, public”. The concept of irrational consumer behavior Defines irrational consumer behavior is the symmetry of rational consumer behavior, refers to beyond the normal rational logic of the usual thinking, to make a variety of unconscionable, legal consumer behavior. The assumption of rational man is one of the basic assumptions of Western economics, and it holds that man always tries to obtain the maximum economic benefit with the lowest cost. Behavior contrary to this logical thinking is called irrational. Assuming the theoretical assumptions of Western economics, we consider a hotel consumer