旅館選擇偏好及再訪意願之研究──以綠色旅館為例

Preference and Willingness to Revisit the Travelers to Choose a Hotel －A Case Study of Green Hotel

目前國外綠色旅館的概念已行之有年，台灣的旅館業者隨著時代潮流，開始致力將環保概念融入整個經營體系，將飯店營運時的原料、生產、消費至廢棄的循環中，對環境的衝擊減至最低。在廢棄物與產品處理方面，盡量調整步伐做到減量、回收、再利用、低能源消耗與不破壞生態的環保原則。許多的研究顯示出台灣消費者在選擇旅館時，並不將旅館的環保措施視為考量因素，消費者對於住宿決策多以價格及設施享受為優先考量。消費者多數不願意為綠色旅館多付價格，也不願意犧牲服務品質，且極少環境措施列為住宿考量，因此，應進一步了解消費者選擇綠色旅館之偏好行為及再訪意願。故本研究希冀瞭解消費者選擇綠色旅館之偏好因素；與探討消費者對綠色旅館之再訪意願；及探討綠色旅館在住宿行為上的特質。本研究採隨機抽樣研究，以綠色旅館旅客作為受訪對象。利用敘述性分析、信效度分析、獨立樣本t檢定、單因子變異數檢定分析，進行各項變數的分析。研究結果顯示：（一）鼓勵消費者應在旅程的住宿安排中，優先選擇具有綠色和環保觀念與策略的旅館，才能有助於綠色觀光產業的推動；（二）民間持續推廣綠色旅館概念與實踐方法，並提供綠色住宿諮詢服務，發布綠色住宿出版品。

Currently foreign green hotel concept has been around for ages, Taiwan hotelier with ten generations trend started committed to environmental protection into the entire operating system, the hotel will be operational when the raw material, production and consumption to waste cycle, for environmental impact is minimized. In waste and product processing, we do try to adjust the pace of reduction, recycling, re-use, low energy consumption and environmental protection do not undermine the principles of ecology. Many studies show that Taiwanese consumers in the choice of the hotel, the hotel is not regarded as considerations of environmental protection measures, consumer prices for accommodation and facilities in decision-making and more to enjoy as a priority consideration. Most consumers do not want to pay the price for the green hotel, we are not willing to sacrifice the quality of service, and rarely consider environmental measures as accommodation, therefore, should learn more about consumer preference and behavior of the Green Hotels willingness to revisit. Therefore, this study hope to understand consumer preference for green hotel of factors; and investigate consumer willingness to revisit the green hotel; and discussion on the Green hotel accommodation behavioral characteristics. This study adopted random sampling study to respondents as a green hotel guest.Use descriptive analysis, reliability and validity analysis, independent sample t test, single factor analysis of variance test, the analysis of the variables, do holistic overview of the results after the empirical, and based on research questions, the results of conclusions, and make recommendations (i) to encourage consumers should journey accommodation arrangements, the preferred hotel has a green and environmental protection concepts and strategies in order to help promote green tourism industry; (ii) the concept of civil society continue to promote green hotel and practices, and provide green consulting services accommodation, publish green lodging publications.