這項研究擴張了當前對於實踐永續性的觀點，以及旅館、餐旅業對於環境友善發展的策略，和由此產生的消費者關於這些旅館住宿的購買意願。考慮到在台灣市場的消費者對於永續性發展的日益關注，該研究調查了生態效益餐旅住宿業者的各種努力和商業實踐如何影響消費者的購買意願。這項研究也考察了消費者對價格的敏感度以及這些生態效益旅館與其他重要地點的鄰近性。這項研究使用了來自 163 份回覆調查結果的數據，以評估餐旅業的環保策略是否對消費者的購買意願產生正面影響。價格敏感性和位置鄰近性作為調節因素進行評估。 結果發現，餐旅業最有吸引力的因素是使用節能、節水的電器產品以及回收再生、可生物降解的產品，這證明了當前文獻闡述業者對於永續性的行為和策略對於消費者越來越重要的研究。價格敏感性於生態效益旅館的購買意願之影響並未像以前觀察到的如此強烈，但旅館的位置確實對消費者及生態效益餐旅業的購買意願起著極大的影響，其中這些旅館和觀光景點的距離影響最深。這項研究深入探討了旅館、餐旅業在發展、適應市場法律、對永續性發展的要求時應優先考慮的事項。

This research expands on current literature in regards to the perception of sustainable efforts and business practices of hotels and accommodations as part of their eco-friendly strategy and resulting consumer intent to purchase these hotels and accommodations. Referencing the Taiwan market with consideration to consumers’ rising sustainability concerns, the study investigates how various efforts and business practices of green hotels and accommodations affect consumers’ willingness to purchase these options over options that pose increased negative environmental impact. It also looks at the role of consumers’ price sensitivity as well as the proximity of the green hotel or accommodation to other important locations. Data from 163 responses to a survey was used in linear regression to assess if perception of an accommodation’s eco-friendly strategy had a positive effect on consumer purchase intention. Price sensitivity and location proximity were evaluated as moderators. Results found that the most attractive things accommodations can do is use energy and water efficient appliances and recycled and biodegradable products, which supports current literature that says the sustainable purchasing behaviors of businesses are of increasing importance to consumers. Price sensitivity was not found to affect purchase intention toward green accommodations as strongly as previously observed, but the location of a hotel or accommodation does play a significant role in consumers’ willingness to purchase green hotels, particularly distance from places and attractions planned to visit. This study provides insight into what hotels and accommodations should prioritize as they develop and adapt to market and legal demands for sustainability.

Thesis Validation Letter………………………………………………………………….i
Acknowledgments………………………………………………………………………ii
Abstract (Chinese)………………………………………………………………………iii
Abstract (English)……………………………………………………………………….iv
Table of Tables………………………………………………………………………….vi
1. Introduction………………………………………………………………………...1
2. Literature Review and Hypotheses………………………………………………...5
2.1 Accomodation Eco-Friendly Strategies……………………………………....5
2.2 Perception of Eco-Friendly Strategy as a Factor for Purchase Intention…......6
2.3 Price Sensitivity as a Factor for Purchase Intention……..…………………....8
2.4 Location Proximity as a Factor for Purchase Intention..………………...…....9
3. Methodology……………………………………………………………………....11
3.1 Survey Design…………………………………………………………….....11
3.2 Data Collection……………………………………………………………....12
4. Data Analysis and Findings…………………………………………………….....13
4.1 Sample Description…,,,,,…………………………………………………....13
4.2 Reliability and Validity Testing………………………………………….......14
4.3 Sociodemographic Factors & Travel Preferences Affecting Constructs.........18
4.4 Hypothesis Testing…….………………………………………………….....20
5. Conclusion…….…………………………………………………………..…….....23
5.1 Discussion and Implications………………………………………..…….....23
5.2 Limitations and Suggestions for Future Research…………………..……....30
References…….…………………………………………………………..………….....33
Appendix…….…………………………………………………………..……...............38

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