消費者綠色旅館入住意願影響因素之探討：綠色旅館企業社會責任之觀點

Discussion on the Influencing Factors of Consumers’ Willingness to Stay in Green Hotels: The Perspective of Corporate Social Responsibility of Green Hotels

陳怡方(Yi-Fang Chen)

指導教授 ： 趙正敏

國立臺中科技大學/商學院/企業管理系碩士班/碩士(2021年)

摘要

經濟發展快速導致環境資源受到迫害，觀光業佔全球經濟主要發展之一，因此觀光旅館業者紛紛推動環保節能等措施。隨著地球暖化加劇，政府積極實施環保相關法令規範，同時企業也開始重視環境永續經營等相關議題。企業社會責任(CSR)已被認定為目前企業發展的重要因素之一。本研究將發展出一理論模式進行探討，從企業社會責任觀點，結合企業形象、社會認同、綠色行銷、入住意願等概念。假設一個理論模式來預測解釋哪些因素會影響消費者對綠色旅館入住意願。本研究目的為調查台灣綠色旅館實行企業社會責任、企業形象、社會認同、綠色行銷與入住意願間的關係。從消費者角度來看，當綠色旅館從事企業社會活動，會提升企業形象，同時提升綠色行銷的效果及社會認同感，進而讓消費者提高入住意願。本研究以台灣中部地區消費者為研究對象，同時採網路及紙本問卷進行發放調查。共計回收有效問卷468份。統計方法包括：描述性統計分析、獨立樣本T檢定、變異數分析、相關分析與結構方程模式(SEM)，綜合以上統計方法結果進行分析，研究結果將有助於提供飯店業者在發展綠色旅館之參考。

本研究發現如下：
1.不同背景變項之消費者，在綠色旅館企業社會責任上，有顯著差異。
2.不同背景變項之消費者，在企業形象上，有顯著差異。
3.不同背景變項之消費者，在社會認同上，沒有顯著差異。
4.不同背景變項之消費者，在綠色行銷上，有顯著差異。
5.不同背景變項之消費者，在入住意願上，有顯著差異。
6.綠色旅館企業社會責任對企業形象、綠色行銷、社會認同皆具正面影響，進而對入住意願具正面影響；綠色行銷對社會認同有正面影響。

關鍵字

綠色旅館 ； 企業社會責任 ； 企業形象 ； 綠色行銷 ； 社會認同 ； 入住意願

並列摘要

Rapid economic development has led to the abuse of environmental resources, and the tourism industry accounts for one of the main developers in the global economy. Therefore, tourist hotel operators have promoted environmental protection and energy saving measures. With the intensification of global warming, the government has actively implemented environmental protection-related laws and regulations. Enterprises have also begun to attach importance to environmentally sustainable management and other related issues. Corporate Social Responsibility (CSR) has been recognized as one of the important factors of corporate development. Our aim was to develop a theoretical model for discussion from the perspective of CSR that combines concepts such as corporate image, social identity, green marketing, and willingness to move in. We assumed a theoretical model to predict and explain which factors would affect consumers’ willingness to stay in green hotels. The purpose of our study was to investigate the relationship between the implementation of CSR, corporate image, social recognition, green marketing, and consumers’ willingness to stay in Taiwan’s green hotels. From the consumers’ perspective, when a green hotel engages in corporate social activities, it enhances corporate image, and at the same time enhances the effect of green marketing and social identity, thereby allowing consumers to increase their willingness to visit. Our study took consumers in central Taiwan as the research object and used online and physical questionnaires to conduct simultaneous surveys. A total of 352 valid questionnaires were collected. Statistical methods include descriptive statistical analysis, independent sample t-test, variance analysis, correlation analysis, and structural equation modeling. The results will help provide a reference for hoteliers in the development of future green hotels.
After analyzing these questionnaires, we came up with the following conclusions.
1. Consumers from different backgrounds have different satisfaction ratings on green hotel CSR.
2. Consumers from different backgrounds have different satisfaction ratings on the corporate image.
3. Consumers from different backgrounds do not have different satisfaction ratings on social identity.
4. Consumers from different backgrounds have different satisfaction ratings on green marketing.
5. Consumers from different backgrounds have different satisfaction ratings on accommodation willingness.
6. The CSR of green hotels has a positive impact on corporate image, green marketing, and social identity, which in turn has a positive impact on accommodation willingness; green marketing also has a positive impact on social identity.

並列關鍵字

Green Hotel ； Corporate Social Responsibility ； Corporate Image ； Green Marketing ； Social identity ； Willingness to move in

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