環境素養與環保旅館住宿行為意圖之關係

The Relationship Between Environmental Literacy and Hotel's accommodation behavioral intentions for green hotels. Behavioral Intention

董玉婷(Yu-Ting Dung) ； 湯幸芬(Hsing-Fen Tang)

《休閒產業與健康促進學術研討會》 2016 (2016/06) Pp. 29-45

摘要

隨著國人普遍對環境意識提升，在選擇旅遊目的時，會彰顯其環境素養嗎？在選擇住宿時會以環保旅館做為優先選項嗎？因此引發本研究動機，研究目的分別為探討遊客環境素養程度、環保旅館住宿行為意圖及其關係。本研究以文獻回顧建立本研究架構，再訂下本研究假設為：遊客環境素養對環保旅館住宿行為意圖有顯著影響。而環境素養有認知、技能、情感、行為四構面，再針對環境素養各構面對環保旅館住宿行為意圖有顯著影響。本研究以結構式問卷立意取樣18歲以上國內遊客。研究地點選擇台北車站、松山機場、西門町地區遊客集中點施測，並於2016年4月21日至5月8日進行問卷調查，有效問卷313份，採用敘述性統計、信度分析、皮爾森相關分析、迴歸分析資料。在敘述性統計方面，遊客環境素養整體平均數從2.69~4.52分，以「情感構面」平均數為3.91為排序中的第一，其次則以「行為構面」(M=3.69)、「技能構面」(M=3.47)，最後則是「認知構面」(M=3.05)，顯示遊客對生物學、環境科學方面的知識較缺乏。因此政府及相關單位應從教育宣導著手，加強遊客的環境教育。在環保旅館住宿行為意圖方面，顯示遊客在環保旅館住宿行為意圖介於「稍為願意」至「願意」之間，表示遊客對環保旅館住宿行為意圖意願程度高。在相關分析結果可得知，環境素養各構面均與環保旅館住宿行為意圖四個題項間呈中度正相關，其中以「行為構面」與環保旅館住宿行為意圖最為相關。在迴歸分析結果發現遊客之「情感構面」、「行為構面」均對環保旅館行為意圖構面有顯著正向影響，其中以行為構面最為顯著。透過本研究初步結果與發現，期許政府有關單位在未來環保旅館推廣上，可先增強遊客環境素養行為部分，建議政府及旅館業者可大量使用媒體報導、展覽、宣傳冊介紹環保旅館，讓民眾能對環保旅館有基本的認識、明白旅館實施的環保措施（如，回收、使用節能標章產品、廢棄物減量）是能減少周遭環境的汙染，並說服民眾實行環保行為（如，回收），使民眾相信環保旅館確實有對環境付諸負責任的行動，進而認同、吸引及提升他們對環保旅館的住宿意願。

關鍵字

環境素養 ； 環保旅館 ； 行為意圖

並列摘要

As Taiwanese people are getting more and more aware of environmental protection, it is interesting to know whether people will consider green hotels as their priority choice for accommodation. It is also interesting to understand whether environmental literacy will influence accommodation behavioral intentions for green hotels. This study aims to explore the following: the extent of environmental literacy of Taiwanese people, Taiwanese' accommodation behavior intentions for green hotel and the relationship between environmental literacy and accommodations behavioral intentions for green hotels. In this study, environmental literacy and green hotel accommodations behavioral intentions were measured by questionnaire items generated by previous studies. The subjects were visitors in Taiwan. Purposive sampling was used to choose the research site, which were the Taipei Main Station, Songshan Airport, Ximending area. Questionnaire data were collected from April 21 to May 8, 2016. The descriptive statistics show that the ＂emotional facets＂ in the environmental literacy scale has the highest mean, (M=3.91), followed by the ＂behavior facet＂ (M = 3.69), and ＂technical facet＂ (M = 3.47). The he ＂cognitive facets＂ has the lowest mean (M = 3.05). In the scale that measures green hotel accommodations behavioral intentions, the items with the highest means (M=5.28) is: ''If someone I know is looking for a place to stay, I would suggest that he / she stay in green hotels＂. The item with the second highest mean is ＂I would choose to live in green hotels when traveling＂(M = 5.26) The item with the third highest mean is ＂I would recommend green hotels as travel accommodation to my friends, and relatives.＂ (M = 5.25). The one with the lowest mean is ＂I would pay more in order to live in green hotels＂ (M = 4.66). The preliminary results and findings of this study demonstrate that environment-related institutions and hotels can further raise tourists' awareness and increase their knowledge of environmental protection and green hotels.

並列關鍵字

Environmental Literacy ； Green hotel ； Behavioral intentions