博碩士論文 etd-0720118-150624 詳細資訊


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姓名 林佳欣(Chia-Hsin Lin) 電子郵件信箱 E-mail 資料不公開
畢業系所 公共事務管理研究所(Public Affairs Management)
畢業學位 碩士(Master) 畢業時期 106學年第2學期
論文名稱(中) 影響旅館業者與消費者參與環保旅店推廣計畫之因素
論文名稱(英) What Make Hoteliers and Consumers Participate in the Green Hotel Promotion Plan?
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    摘要(中) 在世界許多國家及地區,綠色旅館與綠色住宿概念不斷地受到政府的推廣,例如英國的「綠色旅遊經營計畫」、加拿大的「北美綠葉旅館認證計畫」和台灣的「環保旅店推廣計畫」與「環保旅館」政策。本研究以台灣「環保旅店推廣計畫」進行探討,希望研究結果有助於推廣民眾接受綠色住宿,以利日後政府說服旅館業者參與更為嚴格的「環保旅館」政策。本研究將飯店與消費者共同納為研究對象,共訪談了11家飯店的業者及254名到這些飯店住宿的旅客。過程中先採用業者訪談,再以問卷調查瞭解消費者對於計畫內容的想法,及其心理與習慣因素對選擇環保住宿的影響。結果顯示:消費者的「環保意識」、「對自備盥洗用品的方便性認知」與「住宿自備用品的習慣」對他們在環保住宿的選擇有統計上的顯著影響。此外,若忽略心理與習慣變項,單以人口變項進入模型分析,則顯示女性或年紀較輕,或可支配所得較高(326,001元以上)的組別會比較願意選擇環保住宿(不提供盥洗備品)。最後,我國消費者偏好以住宿價格優惠作為住宿環保旅店的誘因,而此發現也符合此次受訪飯店的推廣現況。
    摘要(英) In many countries, governments are promoting green hotels and green logging. In Taiwan, the Environmental Protection Administration (EPA) had initiated a Green Hotel Promotion Program (GHPP) and other policies for promoting eco-hotels. This study is aimed to explore people’s willingness to stay in GHPP hotels and yield findings that might help the EPA to refine the GHPP. For this purpose, 11 hoteliers were interviewed and their responses were used in the design of a consumer survey. A total of 254 Taiwan consumers participated in the survey, answering either one of two versions of questionnaire. Version A (n = 117) was for those who stayed in green rooms (i.e., rooms that do not supply disposable toiletries) or chose to decline such disposables; and Version B (n = 142) was for those who did otherwise. Results showed that environment awareness, perceived convenience of self-preparing toiletries and habit of self-preparing toiletries were significantly related to the future intention to stay in green rooms. These relationships held for both samples. Analysis also showed that females and people with high disposable income were more intended to choose green rooms, whereas age was negatively related to such an intention. Regarding incentives for such an intention, consumers preferred rent discount to souvenirs and coupons for nearby tourist attractions. Such preference is congruent with the practice commonly adopted by the eco-hotels included in this study.
    關鍵字(中)
  • 環保意識
  • 習慣
  • 環保旅店
  • 環保住宿
  • 關鍵字(英)
  • environmental awareness
  • Green hotel
  • green accommodation
  • habit
  • 論文目次 論文審定書+i
    謝辭+ii
    摘要.+iii
    Abstract+iv
    圖次+vi
    表次+vii
    第1章 緒論+1
    1.1 研究背景及動機+2
    1.2 研究目的+3
    1.3 研究流程+3
    第2章 文獻回顧+4
    2.1環保旅遊概念中相似環保旅店的主張+4
    2.2我國目前曾推廣過的消費者環保住宿相關策+5
    2.3環保旅店推廣計畫內容+6
    2.4可能影響消費者選擇環保旅店住宿之心理與習慣因素+6
    第3章 研究方法+9
    3.1業者訪談+9
    3.2消費者調查+14
    3.3研究架構+16
    3.4正式問卷內容+17
    第4章 研究結果
    4.1正式問卷.+19
    4.2心理與習慣變項的描述統計+20
    4.3研究模型之迴歸分析+22
    4.4輔助分析+24
    第5章 綜合討論與建議+28
    5.1綜合研究結果討論+28
    5.2研究限制與後續研究建議+31
    參考文獻+32
    附錄一、業者訪談稿+39
    附錄二、預試問卷+46
    附錄三、正式問卷.+50
    附錄四、論文口試審查意見回覆表+58
    圖次
    圖1-1研究流程圖+3
    圖3-1研究架構+17
    表次
    表2-1綠色旅遊七主張+4
    表2-2我國環保住宿相關政策+5
    表2-3環保旅店推廣計畫+6
    表3-1受訪飯店的類型與規模+10
    表3-2飯店業者訪談大綱+11
    表3-3飯店得知環保旅店推廣計畫之管道.+11
    表3-4配合問卷發放之飯店+15
    表3-5正式問卷架構內容+18
    表4-1正式問卷發放之說明+19
    表4-2正式問卷之樣本結構+20
    表4-3研究變項之信度分析+21
    表4-4研究變項間相關分析+21
    表4-5研究模型之迴歸分析+23
    表4-6房型與旅客最常以什麼方式獲得飯店資訊+24
    表4-7房型與旅客對於環保住宿概念的推廣瞭解+24
    表4-8房型與旅客下次選擇環保住宿專案房間的意願+25
    表4-9房型與旅客今日是以什麼方式得知該家飯店環保住宿專案+26
    表4-10房型與旅客今日選擇環保住宿專案入住的原因+26
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    口試委員
  • 鄭中平 - 召集委員
  • 蔡孟裕 - 委員
  • 林新沛 - 指導教授
  • 口試日期 2018-07-25 繳交日期 2018-08-20

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