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研究生:羅筱雯
研究生(外文):Luo, Hsiao Wen
論文名稱:台灣綠色旅館認證指標與旅客知覺價值之關聯性研究
論文名稱(外文):The Relationship Between Taiwan Green Hotel Certification Indicators And Tourist’s Perceived Value
指導教授:林万登林万登引用關係
指導教授(外文):Lin, Wan Deng
口試委員:林士彥顧瑞祥
口試委員(外文):Lin, Shih YenKu, Jui Hsiang
口試日期:2012-06-22
學位類別:碩士
校院名稱:東海大學
系所名稱:餐旅管理學系
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:143
中文關鍵詞:綠色旅館認證知覺價值層級分析法結構方程式
外文關鍵詞:green hotel certificationperceived valueAnalytic Hierarchy Processstructural equation model
相關次數:
  • 被引用被引用:15
  • 點閱點閱:1007
  • 評分評分:
  • 下載下載:209
  • 收藏至我的研究室書目清單書目收藏:0
由於能源、水、廢棄物等原因造成環境汙染,在餐旅產業中綠色旅館已成為二十一世紀最主要討論的議題之一。根據綠色旅館協會認為,成為綠色旅館有三大優勢:可以管理員工的健康、獲得更高的利潤、為消費者創造新的趨勢。因而全世界已開始關心環境保護問題,許多國家建立綠色旅館標章或認證。許多國家建立綠色旅館標章或認證。雖然綠色旅館在最近幾年曾被廣泛的討論,但在餐旅產業中,綠色旅館認證仍無法被受重視。許多研究在消費者方面建議考慮消費者所需以及實際的花費,因此本研究目的要建立綠色旅館認證指標,確定綠色旅館認證指標後再檢測消費者行為如何影響到知覺價值及再購意願。本研究利用層級分析法與結構方程式來分析兩份問卷。總共有41位專家(包含人資部與工程部經理、政府單位、學界教授)填寫專家問卷。透過資料分析及修正後,綠色旅館認證指標包含九項構面共60項指標,完成AHP問卷後,將每個構面的指標納入消費者問卷。研究結果可幫助旅館經理考慮是否將這些指標應用在旅館中,並可了解消費者對綠色旅館的看法,旅館經理能藉由綠色作法來改善旅館的環境管理,將旅館轉型成綠色旅館。
The green hotel industry is one of the major issues in the tourism and leisure industry in the 21st century, due to environmental pollution causing from using a lot of energy, water and wasting consumption. Base on Green Hotel Association, being a green hotel has many advantages, such as going directly to higher profit and managing clearly cares for staff’s health; finally, leading consumers to whole new leisure trends. Overall, the whole world is concerning environmental protection, and many countries are establishing standard labels or certifications of green hotel. Although “green hotel” has been widely discussed in recent years, the aspect of green hotel certifications still has not been incorporated in the main categories of hospitality industry. Many researchers suggested that find consumers what they need and actually expenditure. Therefore, the aims of the study are developing and compute the weight of green hotel certification for the hotel industry from different perspectives. After confirming the weight of green hotel certification’s indicators, examining consumer’s behavior how to affect perceived value and repurchase intention.The study method use analytic hierarchy process (AHP) and structural equation model to analysis two questionnaires. Forty-one experts include hotel managers, university’s professors, and government officials identify the green hotel certification framework. Through data analysis and some modification, the framework of green hotel certification are hotel incorporating nine categories with a total sixty indicators. After finishing AHP questionnaires, the study will combine with each category’s indicators developing consumer’s questionnaire. The result can help hotel managers consider whether use these indicators or not. And then it can understand consumer’s view to green hotel. Hotel managers can improve their environmental management by the green practice based on the green hotel certification.
第一章 、緒論 1
第一節 、研究背景與動機 1
第二節 、研究目的 2
第三節 、研究之重要性 2
第四節 、研究流程 4
第二章 、文獻探討 5
第一節 、綠色旅館 5
一、 綠色旅館定義 5
二、 綠色旅館認證制度 6
三、 台灣綠色旅館現況 12
第二節 、知覺價值 15
一、 知覺價值理論及定義 15
二、 知覺價值之構面 19
三、 促銷方式與知覺價值之關係 21
四、 體驗品質與知覺價值之關係 22
五、 知覺價值與口碑之關係 23
六、 口碑與再購意願之關係 23
第三節 、層級分析法 24
第三章 、研究方法 26
第一節 、研究架構 26
第二節 、研究設計與實施 27
第三節 、資料分析方法 29
第四章 、研究結果 35
第一節 、專家問卷分析 35
一、 前測分析 35
二、 樣本描述 42
三、 AHP權重分析及排序 44
第二節 、消費者分析 55
一、 前測分析 55
二、 因素分析 60
三、 填答者基本資料 64
四、 各構面敘述性統計量分析 68
五、 驗證性因素分析 71
六、 結構方程模式 75
第五章 、討論與建議 79
第一節 、研究結論 79
一、 綠色旅館認證指標 79
二、 綠色旅館認證之相對權重 79
三、 消費者問卷 81
第二節 、研究貢獻 84
第三節 、研究建議 84
參考文獻 87
附件 99
附件一、AHP專家問卷 99
附件二、消費者問卷 140
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