臺灣博碩士論文加值系統

聯合國世界觀光組織自1980 年來，一直在推動永續觀光發展，並在其中扮演重要的角色，也陸續制定許多規範。在環保與節能減碳的浪潮衝擊下，許\多經營者的行銷思維也開始改變，住宿業逐漸標榜著生態性或環保的住宿設施，唯國內住宿業經營者並無可依循的準則來實施綠色策略，本研究目的之一是建構綠色民宿的準則和具體實施的指標。以專家模糊層級決策方法(FAHP)建構指標層級，並作為調查民宿經營者採行環保措施意願之重要根據。其次，本研究欲探討民宿經營者實施環保措施的現況及影響其採行意願的因素。第三，找出其他影響經營者採行意願的因素及意涵。第四，找出影響消費者接受環保措施(住宿意願)的因素及其意涵。
本研究方法在設計上主要有三種研究對象，一為相關領域的專家學者代表，主要呈現綠色民宿的建構指標與重要程度。二為民宿經營者研究模式建立，將綠色民宿指標用於訪談及問卷調查方式，以驗證本研究目的。三為民宿消費者研究模式建立，透過階層迴歸分析及相關統計分析並解釋變項顯著的意義和原因。
研究結果顯示，綠色民宿指標可以簡化為八個主要構面及具體措施(管理與行銷、社會參與溝通、能源管理、水資源管理、綠色採購、固體廢棄物處理、綠色餐飲與住宿活動、自然及文化資源)，以供認證單位參考。其二，民宿經營者研究模式中發現環境行動知識會影響其自我效能感，進而影響採行意願，經營者認為環保措施相容性愈高，採行意願則愈高。最後，消費者研究模式中，消費者過去從事環保行為的頻率愈高，選擇住綠色民宿的意願愈高，而環境行動知識則會影響其創新認知屬性、住宿偏好、從事環保行為的態度。

本研究就推動綠色民宿發展的政策意涵為「教育民宿經營者更重視環境倫理，鼓勵消費者改變遊憩行為的態度」。並以簡化的綠色民宿指標的概念，逐漸朝向生態村的旅遊地圖規劃，讓民宿除了能獨樹風格的「綠色民宿」形象特色外，期望降低對遊憩環境的衝擊。本研究並以創新擴散模式應用於環境行為及旅遊行為決策的行為預測，提供後續研究參考。

The World Tourism Organization (UNWTO) has constantly promoted sustainable tourism development as well as played an important role since 1980; in addition, numerous standards were regulated accordingly. Under the impacts of both environment protection, energy saving and carbon reduction, the marketing strategy of numerous operators have been changes consequently. The ecological or environment lodging facilities gradually adopted by the people in this trade; nevertheless, there are still not appropriate criteria of green B&B for domestic lodge industry to carry out related strategies. One of the major aims of this study is to establish the criteria of green B&B and index of feasible implementation, and constitute index levels with fuzzy analytic hierarchy process (FAHP), as the major basis of conducting survey of adoption willingness of lodge operator in implementing environment protection strategy. Next, this study intends to explore the current status of environment strategy implemented by B&B manager as well as the factors influence the adoption willingness. Third, find out any other factors and significance that could affect the adoption willingness of B&B manager to carry out strategy. Fourth, this study intends to locate the factors and significance of influencing consumer in accepting environment protection strategy (lodging willingness).
There are three research targets employed by the design method of this study, namely, representative experts and scholars in the related domain, for presenting construct index and significance degree; research model establishment of B&B manager, the green B&B index are used for interview and questionnaire survey methods, so as to confirm the aim of this study; and finally the research model establishment of lodge consumer, through hierarchical regression analysis and relevant statistic analysis, to explain significant meaning and reason of variables.
The research result proves that green B&B index can be simplifies into eight main dimensions and concrete strategies (management and marketing, social participation and communication, energy management, water resources management, green purchase, solid waste treatment, green restaurant and lodge activities, natural and cultural resources), for reference by verification unit. Secondly, in the research model of B&B manager, environment knowledge behavior would influence the self-efficacy, and further affect the adoption willingness. For operator, the higher the compatibility of environment strategy is, the higher of adoption willingness will be. Finally, in the research model of consumer, the higher the frequency that consumer engaged in the environment related activity, the higher the willingness of selecting green B&B will be; while environment knowledge behavior would affect the perceived caracteristics of innovation, lodge preference, and attitude of engaging in environment activity of consumer.
This study defines the implication of promoting green B&B development strategy is “to educate B&B managers attach more importance on environment ethics, and encourage consumer to change the attitude of recreation activity.” Furthermore, with the conception of simplified green lodge index, to direct towards tourism map planning of ecology village, apart from the unique features of “green B&B” image, to minimize the impact of recreation environment. By employing innovation diffusion theory (IDT) model in the behavior prediction of environment behavior and tourism behavior strategy, the result of this study could be served as a useful reference for following researches.

第 1 章 緒論
1.1 研究背景與動機 1-4
1.2 研究目的與重要性 1-7
1.3 研究流程 1-8
1.4 名詞界定及操作性定議 1-10

第 2 章 文獻回顧
2.1 綠色民宿的概念 2-1
2.2 國內外綠色民宿的現況與相關研究 2-3
2.3 理論探討 2-15
2.4 環保行為與創新研究觀點 2-30
2.5 社會心理理論探討與比較 2-41
本章小結 2-43

第 3 章 專家評選方法與結果
3.1 專家訪談與預試內容 3-1
3.2 模糊層級方法與步驟 3-31
3.3 模糊層級結果與檢定 3-34

第 4 章 對民宿經營者調查方法與結果
4.1 研究架構與理論對應 4-1
4.2 問卷設計與研究變項 4-6
4.3 問卷回收與發放情形 4-13
4.4 變項平均數及信效度分析 4-16
4.5相關分析 4-30
4.6 變異數分析 4-31
4.7 迴歸分析 4-34
本章小結 4-35

第 5 章 對消費者調查方法與結果
5.1 研究架構與研究問題 5-1
5.2 預試問卷 5-4
5.3 問卷回收與基本資料 5-8
5.4 變項平均數及信效度分析 5-11
5.5 相關分析 5-15
5.6 迴歸分析 5-16
本章小結 5-24

第 6 章 綜合討論與建議
6.1 綠色民宿制定標準與實務討論 6-1
6.2 研究結果與發現 6-4
6.3 研究限制 6-10
6.4 研究建議 6-12
參考文獻 R-1
附錄1 預試問卷－民宿業者 R-22
附錄2 正式問卷－民宿業者 R-26
附錄3 正式問卷－消費者 R-32
附錄4 專家問卷－第一階段 R-36
專家問卷－第二階段 R-40
專家問卷－第三階段 R-43

表 目 錄
表2.1　國際綠色住宿組織實行環境友善作法 2-5
表2.2　民宿實行環保措施概況 2-6
表2.3　綠色旅館環境管理指標系統 2-10
表2.4　英國綠色旅遊企業計畫(2002)指標參考面向及具體作法 2-13
表2.5　影響組織創新採用因素 2-36
表2.6　社會心理變項比較 2-44
表3.1　專家來源 3-2
表3.2　專家意見相異比較 3-7
表3.3　第一階段專家意見-必要項目 3-14
表3.4　專家意見-實施標準(管理與行銷) 3-18
表3.5　專家意見-實施標準(社會參與溝通) 3-19
表3.6　專家整合表-實施標準(能源管理) 3-21
表3.7　專家整合表-實施標準(水資源管理) 3-22
表3.8　專家整合表-實施標準(綠色採購) 3-24
表3.9　專家整合表-實施標準(固體廢棄物管理) 3-25
表3.10　專家意見整合表-實施標準(綠色餐飲與住宿活動) 3-27
表3.11　專家問卷意見表-實施標準(自然與文化資源) 3-29
表3.12　專家整合表-實施標準(創新改善作法) 3-30
表3.13　AHP問卷範例 3-33
表3.14　隨機指標表( RI ) 3-34
表3.15　模糊層級分析法評估尺度意義 3-35
表3.16　語意措辭轉換表 3-36
表3.17　三角模糊數 3-37
表3.18　受訪者對於各成對比較矩陣之CI值及CR值 3-38
表3.19　綠色民宿實施標準模糊值之正規權重 3-38
表3.20　各層級衡量指標相對權重表層級串聯(續) 3-40
表4.1　民宿經營者初步訪談 4-4
表4.2　預試問卷參考來源 4-6
表4.3　預試題目內部一致性信度分析結果 4-8
表4.4 過去環保行為題項 4-9
表4.5 自我效能感修正後問卷 4-10
表4.6 過去環保行為與自我效能感題項 4-12
表4.7　正式問卷內部一致性信度分析結果 4-13
表4.8　問卷發放及回收情況一覽表 4-14
表4.9　受測者人口屬性 4-14
表4.10　民宿組織屬性 4-15
表4.11　環境行動知識之平均數、標準差及信度 4-17
表4.12　過去環境行動各項平均數及信度 4-18
表4.13　自我效能感題項之因素負荷 4-19
表4.14　經營者對環保措施認知屬性反應與信度 4-21
表4.15　經營者對採行環保措施採行意願平均值排序 4-23
表4.16　經營者對採行環保措施之看法 4-24
表4.17 經營者對綠色民宿認知之觀察 4-26
表4.18 推行綠色民宿的利益 4-27
表4.19 推行綠色民宿的衝突 4-28
表4.20　採行意願預測變項間的相關 4-30
表4.21　採行意願在民宿屬性上的差異比較 4-31
表4.22　採行意願在人口統計變項上的差異比較 4-32
表4.23　創新認知屬性預測經營者採行環保措施意願之迴歸分析結果 4-34
表5.1　 消費者問卷來源 5-5
表5.2　 預試題目內部一致性信度分析結果 5-6
表5.3　 旅遊考量態度之因素負荷 5-7
表5.4　 消費者問卷發放回收情況一覽表 5-9
表5.5　 民宿消費者基本資料表 5-9
表5.6　 民宿消費者住宿屬性表 5-10
表5.7　 消費者創新認知屬性之平均數、標準差及信度 5-12
表5.8　 消費者旅遊考量態度之平均數、標準差及信度 5-13
表5.9　 過去環保行為之平均數、標準差及信度 5-13
表5.10　消費者環境行動知識之平均數、標準差及信度 5-14
表5.11　消費者住宿意願之平均數、標準差及信度 5-14
表5.12　消費者研究變項間之相關係數 5-15
表5.13　環境行動知識影響所有變數作用之迴歸分析結果 5-16
表5.14　預測消費者住宿意願之迴歸分析結果 5-17
表6.1　 研究假設結果 6-5

圖 目 錄

圖1.1　研究步驟與流程 1-11
圖2.1　計畫行為論 2-19
圖2.2　負責任的環境行為模式 2-21
圖2.3　環境行為整合模式 2-22
圖3.1　專家決策方法步驟 3-4
圖3.2　必要項目修正後因子 3-13
圖3.3　層級一構面 3-15
圖3.4　層級二構面－實施參考標準圖 3-16
圖3.5　管理與行銷修正後評估因子 3-17
圖3.6　社會參與溝通修正後評估因子 3-19
圖3.7　能源資源管理修正後評估因子 3-20
圖3.8　水資源管理修正後評估因子 3-22
圖3.9　綠色採購修正後評估因子 3-23
圖3.10　固體廢棄物處理修正後因子 3-25
圖3.11　綠色餐飲與住宿活動修正後評估因子 3-30
圖3.12　自然及文化資源修正後因子 3-28
圖3.13　創新改善作法修正後因子 3-30
圖3.14　實施項目層級因子 3-32
圖4.1　理論應用關連 4-1
圖4.2　民宿經營者創新採行模式 4-2
圖5.1 旅遊行為觀點之延伸 5-1
圖5.2　消費者接受環保措施態度模式 5-2
圖5.3　對消費者研究假設 5-4

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