國家公園遊客對綠建築旅館之願付價格研究－以墾丁國家公園為例

The Research of Tourists Willingness to Pay for Green Building Hotel in Kentin National Park

李明聰(Ming-Tsung Lee) ； 甘志展(Chin-Chan Gan)

《中華建築學刊》 3卷2期 (2007/09) Pp. 1-13

https://doi.org/10.6371/CHJA.200709.0001

摘要

隨著台灣社會經濟漸邁入已開發國家之列，國人對生活品質之要求與周遭環境之關懷均有所提昇，而在此股強調環保的潮流中，綠色消費是未來必然之趨勢，且近來在國際間，旅館業者對於環境議題之關心亦有日漸增加的現象，故所謂之綠色旅館或綠建築旅館陸續出現，提供給予旅遊消費者另一種住宿新選擇。本研究探討前往墾丁國家公園旅遊之遊客對綠建築旅館之願付價格，依據遊客綠色消費行為將遊客區分為「環保熱衷」、「過量消費」及「綠色漠視」。研究結果發現「環保熱衷」集群消費者為此三群中最具環保意識之群組。而此群組對於綠建築旅館之住宿意願亦為三集群中最高者，其願意額外付出17.76%之金額進行綠建築旅館住宿消費。「過量消費」集群對於綠建築旅館亦有住宿之意願並且願意額外付出15.63%之金額來進行消費。而「綠色漠視」集群此集群之遊客對於綠建築旅館之住宿意願較前兩集群低，但其還是願意對綠建築旅館付出相較於一般旅館15.07%的房價來住宿。

關鍵字

綠建築旅館 ； 綠色消費 ； 願付價格

並列摘要

Green consumption has became a major issue in Taiwan as the economic has grown, and the quality of living and environmental concern of people have increased in recent years. In this emphasis environmental protection current, hoteliers recognized fact that the hotel industry needs to be more environmentally conscious. The green hotel or the green construction hotel that provides gives the traveling consumer another kind of lodgings new choice. This study examined tourists' attitude, behavior toward green consumption and described the behavioral profiles of consumers who are willing to pay more for green building hotel in Kentin National Park. This study concluded that tourists can be categorized into one of a possible three segments that including committed environmentalists, excessive purchasers and non-environmentalists. This finding suggests that the committed environmentalists have more environmental consciousness than other two segments. The committed environmentalists also willing to pay 17.76% more for staying in green building hotel while the other two groups were only willing to pay 15.63 and 15.07% more for green building hotel for excessive purchasers and non-environmentalists, respectively.

並列關鍵字

Green building hotel ； Green consumption ； Willingness to pay