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研究生:黃子唐
研究生(外文):Huang, Tzu-Tang
論文名稱:旅客環境價值觀及低碳知識對住宿環保旅館知覺利益及行為意圖之研究
論文名稱(外文):A Study of The Relationships among Tourists’ Environmental Values, Low-carbon Knowledge, Perceived Benefits, and Behavioral Intentions toward Green Hotels
指導教授:鄧之卿鄧之卿引用關係
指導教授(外文):Teng, Chih-Ching
口試委員:孫瑜華胡宜蓁
口試日期:2014-07-20
學位類別:碩士
校院名稱:輔仁大學
系所名稱:餐旅管理學系碩士班
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:2014
畢業學年度:102
語文別:中文
論文頁數:149
中文關鍵詞:環境價值觀觀光餐旅低碳知識知覺利益環保旅館知覺行為控制
外文關鍵詞:Environmental valuesLow-carbon knowledge in tourism and hospitalityPerceived benefitsGreen hotelPerceived behavioral control
相關次數:
  • 被引用被引用:4
  • 點閱點閱:725
  • 評分評分:
  • 下載下載:238
  • 收藏至我的研究室書目清單書目收藏:2
過去研究指出旅館的環保措施可能會降低旅客對環保旅館的需求,並可能會影響旅館業者進行環保措施的動機。因此,瞭解旅客住宿環保旅館與配合環保措施意願及前因顯得相當重要。本研究目的為:(a) 探討旅客的環境價值觀、觀光餐旅低碳知識、知覺利益、住宿意願與配合旅館環保措施意願之間的關係;(b) 探討知覺利益在環境價值觀及低碳知識對住宿意願及配合旅館環保措施意願之間關係的中介效果;(c) 探討知覺行為控制在知覺利益對住宿意願及配合旅館環保措施意願之間關係的調節效果。本研究採用問卷調查法,以住過獲得環保旅館相關認證及在環保旅館競賽獲獎之旅館旅客為研究對象,共計發放519份問卷,獲得415份有效問卷,有效問卷回收率為80%。研究結果發現,環境價值觀及觀光餐旅低碳知識對知覺利益有正向的影響,知覺利益對住宿環保旅館意願及配合環保旅館措施意願亦有正向的影響。此外,本研究證實知覺利益的中介效果,環境價值觀及觀光餐旅低碳知識會透過知覺利益進而影響住宿意願及配合意願。然而,知覺行為控制在知覺利益及住宿意願之間不具任何調節效果;但是在知覺利益及配合意願之間具負向影響的調節效果。本研究建議,環保旅館業者及相關政府單位應加強宣導環保旅館的益處與認知,以增加旅客選擇環保旅館的意願及配合相關措施的意願。旅館業者亦應將這些具環境價值觀及低碳知識的消費者作為主要客群,支持其環保信念與認同,以增加其對環保旅館的忠誠度。
This study explored the relationships among environmental values, low-carbon knowledge in tourism and hospitality, perceived benefits, staying intention toward green hotels, and cooperating intention toward green hotels’ practices. The research sample is the customer who stayed in a green hotel in Taiwan. We received 444 questionnaires. Among the returned questionnaires unusable and incomplete responses were eliminated. 415 valid questionnaires were remained for analysis. The result indicates that hotel customer’s environmental value and low-carbon knowledge in tourism and hospitality positively influence perceived benefits toward green hotels. And, perceived benefits have positive impact on the intention to stay in a green hotel and to cooperate with related practices. Moreover, this study confirms the mediating effect of perceived benefits on the relationships between environmental value and behavioral intention, as well as low-carbon knowledge and behavioral intention. On the other side, this study also finds that perceived behavioral control does not have the moderating effect on the relationship between perceived benefits and staying intention toward the green hotels, but have the moderating effect on the relationship between perceived benefits and cooperating intention toward green hotels’ practices. Finally, this study suggests that hotel managers and government related departments should promote the benefits of green hotel in order to increase consumers’ intention to stay in a green hotel and to cooperate with related practices. Moreover, green hotels’ managers could target these consumers who have environmental values and low-carbon knowledge as major market. Future studies could find out other variables to clarify the model of consumer behaviors.
第壹章 緒論----------------------------------------------------------------------------------------------------1
第一節 研究背景與動機--------------------------------------------------------------------------------------------1
第二節 研究目的-------------------------------------------------------------------------------------------------6
第三節 研究流程-------------------------------------------------------------------------------------------------7
第四節 名詞釋義-------------------------------------------------------------------------------------------------8
第貳章 文獻探討------------------------------------------------------------------------------------------------11
第一節 環保旅館------------------------------------------------------------------------------------------------11
第二節 環境價值觀-----------------------------------------------------------------------------------------------23
第三節 觀光餐旅低碳知識------------------------------------------------------------------------------------------30
第四節 知覺利益-------------------------------------------------------------------------------------------------34
第五節 行為意圖-------------------------------------------------------------------------------------------------38
第六節 知覺行為控制----------------------------------------------------------------------------------------------41
第七節 各變項關係與假設推導---------------------------------------------------------------------------------------45
第參章 研究方法-------------------------------------------------------------------------------------------------53
第一節 研究架構-------------------------------------------------------------------------------------------------53
第二節 研究假設-------------------------------------------------------------------------------------------------54
第三節 各變項測量工具--------------------------------------------------------------------------------------------55
第四節 研究對象與資料蒐集方法 -------------------------------------------------------------------------------------63
第五節 資料分析方法 ---------------------------------------------------------------------------------------------65
第四章 研究結果與討論--------------------------------------------------------------------------------------------71
第一節 敘述性統計分析--------------------------------------------------------------------------------------------71
第二節 驗證性因素分析--------------------------------------------------------------------------------------------75
第三節 研究假設檢定----------------------------------------------------------------------------------------------96
第四節 人口統計變項對研究變項的影響--------------------------------------------------------------------------------104
第五節 討論----------------------------------------------------------------------------------------------------117
第五章 結論與建議-----------------------------------------------------------------------------------------------123
第一節 結論----------------------------------------------------------------------------------------------------123
第二節 建議----------------------------------------------------------------------------------------------------125
參考文獻----------------------------------------------------------------------------------------------------127
中文部分----------------------------------------------------------------------------------------------------127
外文部分----------------------------------------------------------------------------------------------------132


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