Attitudes toward Green Consumption of the Tourists Lodging in the Resort Hotel-A Case Involving Hotel Industry in the Kenting Area

渡假旅館住宿遊客對綠色消費的態度之研究－以墾丁地區為例

莊中銘(Chung-Ming Chuang)

《運動休閒管理學報》 6卷1期 (2009/06) Pp. 102-114

https://doi.org/10.6214/JSRM.200906_6(1).0007

摘要

The purpose of this study was to investigate the resort hotel tourists' attitude toward green consumption. Questionnaires were used in this survey research and were distributed to subjects derived from non-probability convenience sampling. 480 tourists in resort hotels of Kenting area were surveyed, 364 questionnaires were given back with return rate of 76%.. Descriptive statistics, independent t-test and One-way ANOVA are furthered used to analyze collected data. The results showed that no significant difference exists between different genders regarding attitude toward green consumption. However, the significant difference did exist among different age and martial status groups (P＜.05), After further afterward comparative analysis knowing that 30~39 and 40~49 age level greater attention to ＜||＞green concept＜||＞ than 20~29 age group. Finally further suggestions are made according to the research results, This research suggestion environmental protection government apartment should strengthen promotion and the guidance about the concept regarding the green and should face the formulation related laws, and so strengthens the consumers' cognition of environmental protection.

關鍵字

渡假旅館 ； 消費者行為 ； 對綠色消費的態度

並列摘要

The purpose of this study was to investigate the resort hotel tourists' attitude toward green consumption. Questionnaires were used in this survey research and were distributed to subjects derived from non-probability convenience sampling. 480 tourists in resort hotels of Kenting area were surveyed, 364 questionnaires were given back with return rate of 76%.. Descriptive statistics, independent t-test and One-way ANOVA are furthered used to analyze collected data. The results showed that no significant difference exists between different genders regarding attitude toward green consumption. However, the significant difference did exist among different age and martial status groups (P＜.05), After further afterward comparative analysis knowing that 30~39 and 40~49 age level greater attention to ＜||＞green concept＜||＞ than 20~29 age group. Finally further suggestions are made according to the research results, This research suggestion environmental protection government apartment should strengthen promotion and the guidance about the concept regarding the green and should face the formulation related laws, and so strengthens the consumers' cognition of environmental protection.

並列關鍵字

resort hotel ； consumer behavior ； attitudes toward green consumption

參考文獻

Ajzen, I.(1998).Attitudes, personality and behavior.Milton Keynes:Open University.

Chen, Y. S(2001).The response of consumers who have different Attitudes about environment protection on green marketing.Department of Management Science, National Chiao Tung University.

Cottrell, S. P.,Graefe, A. R.(1997).Testing a conceptual framework of responsible environment behavior.Journal of Environmental Education.29(1),17-27.

Elkington, J.,Hailes, J.,Makower, J.(1990).The green consumer.New York:Penguin Books.

Engel, J. E.,Blackwell, R. D.,Miniard, P. W.(1995).Consumer behavior.Fort Worth, TX:Dryden.