An Analysis of the Dynamics of Green Hotel in Taiwan

• Main Authors: Yi-Man Teng, 鄧意滿
• Other Authors: Kun-Shan Wu
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/09371647939817299428

博士 === 淡江大學 === 管理科學學系博士班 === 101 === The tourism industry has long been regarded as an important non-chimney industry. In any case of the travel itinerary which is longer than one day, lodging arrangement will be needed. Although travelers can bring some business opportunities for the tourism industry, the hotels where they stay may also have some negative impacts on the natural environment. With the rising consumers’ awareness on environment protection, more and more corporations have begun to pay more attention to environmental protection of their marketing activities. The increased environmental awareness is poised to have a significant influence on green hotels. However, few researchers have focused on hotel customers’ decision-making processes when selecting a green hotel. Therefore, the purpose of this dissertation is to test the applicability of our modified TPB model (integrated altruism and past behavior) in explaining hotel customers’ intention formation to stay at a green hotel. The findings show that original TPB variables, altruism, and past behavior all positively affect customer intention to stay at a green hotel. Our modified TPB model was also deemed a good fit model in the research. In this study, we also applied the importance-performance analysis (IPA) of the green hotel certification’s indicators from the hoteliers. We identified improvement opportunities so as to guide strategic planning efforts for the hotel industry. The results and findings of this dissertation showed the attributes of hotel green management, energy and water conservation, and disposable product and waste reduction are located at the highly important and where the hoteliers self-reported actual perform relatively well. The results of IPA of the green hotel seal checklist criterions indicate the hotel industry should not only focus the sustainable activities aimed at economic profit and sustain operations that regulated by the law but also the sustain activities that promote the development of the sustainability. As the results, it will help the hoteliers understand the travelers’ cognition and lodging behavior on green hotels, which will assist to develop effective green marketing strategies and promote sustainable tourism industry.