綠色旅館之願付價格分析：以日月潭風景區為例

Analysis of Willingness to Pay for Green Hotels: A Study of the Sun-Moon Lake National Scenic Area

本研究之目的旨在瞭解消費者對於旅館業者進行景觀綠化與環保措施後，影響其願意多支付房價之決定因素，並進一步分析在未考量與考量政府強制規範下，影響其是否願付房價比率之決定因素有何異同。本文採用Probit模型探討在不同的願付房價比率下，影響消費者支付意願之決定因素，主要實證結果發現，旅館業者進行景觀綠化、強化環境管理、消費者對綠色旅館態度上具有環保情感、旅館周邊的交通便利性與附加設施等因素，均會使消費者多支付房價比率之意願提升；但若旅館業者採行節省型環保與價格優惠方案則會使消費者多支付房價比率之意願降低。此外，無論在未考量或考量政府強制規範下，環境管理對消費者願意多支付房價之意願均有提升之影響效果。

The purpose of this study is to analyze the determinants of the consumers' willingness to pay more for the hotels' reforestation, landscaping and environmental protection. This research also examines whether or not government enforcement of environmental regulations will make a difference on consumers' willingness to pay more. A Probit model was used to analyze whether or not the consumers are willing to pay a higher proportion of the original room price. The findings show that environmental management, energy-saving facilities, and consumers' attitude towards environmental protection positively and significantly affect the probabilities of consumers' willingness to pay more. However, a price discount policy has a negative and significant effect on the probability of consumers' willingness to pay more. Environmental management is seen to be the important factor on the probability of consumers' paying a higher proportion of the original room price regardless of government enforcement on environmental regulations.