A Study on the Cognition, Satisfaction and the Loyalty of Consumers for Green Hotels

• Main Authors: Chi-ming Peng, 彭季銘
• Other Authors: Chih-ｗen Ting
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03283956502425589787

碩士 === 南華大學 === 環境管理研究所 === 97 === 　　Compatriots has taking it serious on leisure life since Government has fully executed the two-day weekend policy in January in 2001. Furthermore, in order to stimulate the internal tourism, the government has practiced the National Travel Card in 2003 and carried out the Taiwan Touch Your Heart 2008. According to Tourism Bureau statistics show that tourists would normally be staying about 1.6 days in the destination, which is produced overnight stay acts. Consequently, it expands the commercial possibilities of domestic accommodation demand for hotel. 　　　　　　　　　　　　　 　　In response to the eco-tourism and the trend of sustainable tourism development, there has been the so-called Green Hotels system established. In Taiwan, the concept of Green Hotels is in the initial stage. Some studies have pointed out that both of the consumers and the hotel manager agree with the Green Hotels, but the researches of the consumers'' behavior for Green Hotels are rare. The study surveys the visitors at Tainan district national tourist hotels in "Fun summer vacation living Fu, hotels action Cool music to do environmental". By Factor Analysis and SEM, analyze the consumers'' stay motivation, satisfaction, and loyalties on Green Hotels will by analysis. The results of the study indicated that: 1.Environmental protection stay motivation positively affected the environmental protection satisfaction, ordinary satisfaction. 2. Ordinary stay motivation has no significant influence on the degree of the environmental protection satisfaction, ordinary satisfaction. 3. Cognition has no significant influence on the degree of the environmental protection satisfaction. 4. Cognition positively affected the ordinary satisfaction. 5. Environmental protection satisfaction positively affected the environmental protection loyalty, ordinary loyalty. 6. Ordinary satisfaction positively affected the Environmental protection loyalty, ordinary loyalty.