觀光產業長期以來被視為無煙囪綠色產業,而這全球性的產業包含許多附加產業包括旅遊業、餐飲旅館業、休閒遊憩業、交通運輸業等。UNWTO指出2011年來台觀光效益超過一百億美元,讓觀光業成為台灣近年最賺錢的行業。然而近幾年來休閒風氣的提升卻造成了環境的污染及改變,觀光產業不再是無煙囪的綠色產業。儘管近幾年政府等機關機構推行綠色旅館改進,但要進行外觀設備等改裝或是備品來源的替換相對的將會提升不少旅館的成本,於是許多旅館現在依舊原地躊躇繼續觀望後續的發展。 因此「什麼樣的綠色服務品質才是消費者所重視?」成為本研究主要動機,目的希望透過二維品質模式歸類找出消費者對於國際觀光旅館綠色服務品質的重視項目,並在台北及高雄國際觀光旅館發放並回收402份綠色服務品質量表問卷,透過信度分析、卡方檢定及二維品質模式歸類其品質屬性。研究結果則發現在28項綠色服務品質項目中有20項為「無差異品質」,4項「魅力品質」及4項「線性品質」,對於業者而言應把握增進提高「魅力品質」與「線性品質」項目,例如「旅館有提供均衡且多樣的食物」、「旅館有提供帶有地方特色的傳統食物」、「旅館有提供新鮮萃取的果汁及蔬菜汁」、「旅館能提供24小時免費無線上網的服務」等綠色服務品質項目,必能提高消費者滿意度。而政府則應該多加推行綠色旅館及綠色服務品質價值,配合選擇國際間有效的綠色服務品質評量標準進行改善,勢必能讓台灣提升為綠色觀光的首推者。
The tourism industry has been known as the tertiary industry. This worldwide industry includes tourism, hotel, food and beverage, transportation. UNWTO indicated that the economic effect of tourism in Taiwan generated more than $10 billion in 2011; the tourism industry has become the most profitable industry in Taiwan. However, the increasing leisure activities also cause environmental pollution. The tourism industry is no longer “green.” Although the government has been promoting the green hotel improvements in recent years, the modifications and the replacement of toiletries will raise a lot of cost. Many hotels hesitate to go green and silently observe the following development. Hence, the study aims at answering “What kind of the eco-service quality do customers value?” The Kano model is applied to identify the importance of the items of eco-service quality. Questionnaires are distributed in the International Tourist Hotels in Taiwan. The results show that 4 of the items represent “Attractive quality,” 4 of them are the “One-Dimensional quality,” and the remains are the “Indifferent quality.” The hotel industry should enhance the performance of the “Attractive quality” and “One-Dimensional quality” like “A balanced and diversified diet” , “Traditional food with regional specialities”, “Freshly extracted fruit and vegetable juices” and “An overnight stay free of electric radiation—an option of automatic disconnection from the network” to increase the customer satisfaction; the government should emphasize the value of the eco-service quality and execute the implementation. Thus, the tourism industry in Taiwan would genuinely be the tertiary industry.