遊客環境態度與環保旅館品質要素之Kano二維品質模式關聯研究

A Kano Two-Way Model Study for Visitors' Environmental Attitude and Quality Elements of Green Hotels

10.6267/JTLS.2012.18(1)2

范玉玲(Yu-Lin Fan)；林士彥(Shih-Yen Lin)；王培馨(Pei-Hsin Wang)

環保旅館 ； 環境態度 ； Kano二維品質模式 ； 行銷策略 ； green hotel ； environmental attitude ； Kano two-way quality model ； marketing strategy

觀光休閒學報

18卷1期（2012 / 04 / 01）

27 - 46

繁體中文

近年來鑑於環保觀念的提昇，環保旅館日益受到重視，因此確認消費者對實施環保措施之真正想法與認知為旅館業者重要的工作。本研究採Kano二維品質模式探討遊客與環保旅館品質要素的關聯，期望能突破一維思考模式，找出旅館品質對遊客的意義；另一方面，也參考新生態典範量表分類遊客對環保旅館的態度。研究結果顯示遊客對環保旅館態度屬中上，不同年齡遊客對環保旅館品質要素之看法不同達顯著差異；環保旅館品質要素可歸納為2項線性品質、7項無差異品質、2項反向品質、8項魅力品質，並提出品質要素實施順序建議及品質改善指標以增加滿意、減少不滿意；8項魅力品質更歸納為2M管理類—真實植物綠美化、員工環境教育；3R節能類—資源回收垃圾筒、再生紙的宣傳手冊、可洗式或再生拖鞋；及3S（Save）省水電類—省水裝置、省電燈泡、感應式插卡供電的標語，以利落實與推廣。

In recent years, due to the enhancement of the concept of environmental protection, green hotels are increasingly valued. Thus, understanding customers' needs is the key to provide good services in green hotel operations. Therefore, the purpose of this research is to apply Kano two-way quality model to explore the quality element of green hotels. The result is expected to find out the tourists' identification with the hotels' quality beyond the one-dimensional model. On the other hand, this research refers to New Ecological Paradigm Scale to differentiate between tourists in different environmental attitude. The result of this research shows that the tourists' acceptance level to the green hotels is more than average, and the attitude of tourists between ages is apparently different. The analysis results of the quality element of green hotels also show that 2 items are classified as one-dimensional quality, 7 items are indifferent quality, 2 items are reverse quality, and 8 items are attractive quality. Besides, this research presents the suggestion with the execution order of the quality element, and applies quality improvement index to increase satisfaction and reduce dissatisfaction. For the purpose of execution and promotion, the 8 attractive quality items are included and sloganized: 2M (Manage- beautify the environment by nature plant, and move up the staffs' eco-awareness), 3R (Recycle, Reduction, Reuse-put the recycle bin in guestrooms, have the hotels' advertisement made by reprocessed paper, and offer the slippers which can reuse), and 3S (Save- operated facets in guestrooms automatically, low power light bulbs and feeding with rooms' card).

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