環保態度與知覺利益對環保民宿消費意願之影響－以蘭嶼旅遊為例

資源過度開發與污染，環境保護成為近年來的關注議題。台灣行政院環保署將環保標章制度擴展至服務業並優先推動環保旅館。而因地理交通關係，民宿已成為蘭嶼遊客主要選項且是島上觀光收入主要來源，每年10萬以上的旅客人次象徵觀光產業蓬勃發展，同時亦帶來了大量垃圾與自然環境破壞，垃圾處理成為蘭嶼首要難解的問題。本研究欲以蘭嶼旅遊為例探討環保態度與知覺利益對環保民宿消費意願之影響。以過去或未來可能至蘭嶼旅遊消費者為研究對象，透過網路問卷發放450份進行樣本資料蒐集，回收有效問卷420份。研究結果顯示：1、環保態度對環保民宿消費意願有顯著正向影響。2、環保態度與知覺利益有顯著正向影響。3、知覺利益對環保民宿消費意願有顯著正向影響。4、知覺利益在環保態度與環保民宿消費意願間具有部份中介效果。5、涉入程度在環保態度和知覺利益間不具有干擾效果。最後依結果提出管理意涵與建議，提供實務上應用之參考。

關鍵字

環保態度；知覺利益；環保民宿；消費意願；涉入程度

並列摘要

In this ever-accelerating world, over-exploitation of resources and pollution have become major concerns. The Environmental Protection Administration, Executive Yuan of Taiwan, has initiated an environmental labeling system to the service industry by prioritizing assistance to environmental friendly hotels. Due to the geography and transportation in Lanyu, homestay has become the main option for tourists and the leading source of tourism revenue on the island. With more than 100,000 tourist-counts annually, this number signifies thriving tourism; at the same time, it also brings destruction to the natural environment as well as intractable challenge of garbage treatment. This study intends to use Lanyu tourism as an example to explore how environmental friendly attitude and perceived benefit of the consumers can affect their willingness to stay at environmental friendly accommodations. An online questionnaire is distributed to 450 people who have travelled to or are planning to travel to Lanyu, and 420 valid questionnaires are collected back. The results indicate: 1. Environmental friendly attitude has a significant positive impact on choosing environmental friendly homestays. 2. Environmental friendly attitude and perceived benefit are directly proportional. 3. Perceived benefit has a significant positive impact on the willingness of spending on environmental friendly homestays. 4. Perceived benefit has a partial intermediary effect between environmental friendly attitude and environmental friendly homestay spending. 5. Degree of involvement does not have an interfering effect between environmental friendly attitude and perceived benefit. Finally, this study provides suggestions and implications that can benefit both homestay management and environmental protection.