應用方法目的鏈探討消費者對綠色旅遊與綠色消費價值之研究

Using Means-End Chain to Explore the Value of Consumers' Green Consumption in Green Tourism

本研究應用方法目的鏈理論觀點，探討遊客對綠色旅遊產品與消費價值之研究，據以提供業者產品設計策略與競爭模式之架構。首先，以軟性階梯訪談法及內容分析法進行資料收集及分析。樣本選取以滾雪球抽樣方法挑選曾體驗綠色旅遊之旅客共60位受訪者進行訪談，透過旅客的消費經驗與實際體驗過程產生消費價值及認知，藉此瞭解遊客購買綠色旅遊產品消費價值與消費決策之內涵，本研究歸納分類出11項綠色消費屬性、10項消費結果與13項消費價值。研究結果顯示遊客最重視之消費價值以永續發展、提振當地經濟及心胸開闊為主。研究結果提供旅行業者進行產品定位、市場區隔與擬定行銷策略的參考依據。建議業者規劃行程將綠色旅遊元素設計在遊程活動內，適當運用綠色載具創造新奇感與認同感，以及參考遊客的味蕾地圖，安排採用在地食材的餐飲業合作，吸引旅客重遊意願與向親朋好友口碑推薦。伴手禮方面配合當地導覽員了解當地產品生產與製作過程，讓遊客安心購買，振興當地經濟的發展，進而落實綠色消費價值之目的。

The purpose of this study is applying the means-end chain theory to explore tourists on green tourism products and consumption value, to provide the structure of the industry's product design strategy and competition model. Firstly, data collection and analysis are carried out by soft ladder interview method and content analysis method. Secondly, sample selection-A total of 60 respondents who have experienced green tourism were selected for interviews by snowball sampling method. Through the consumption experience and actual experience process of tourists, the consumption value and cognition were generated, to understand the consumption value and consumption decision of tourists purchasing green tourism products. Finally, the results of the study showed that in the category of green tourism consumption, consumers are the most importance of consumption value to open-minded, to boost the local economy and sustainable development. Moreover, the research regarding the green tourism provides a product/service attributes proposed several suggestions for the tourism industry who do for reference to conduct product positioning, market segmentation and formulation of marketing strategies.