| Summary: | 碩士 === 國立臺灣師範大學 === 餐旅管理與教育研究所 === 98 === Due to the growth of the environmental concern, the green B&Bs were getting popular in recent years in order to decreasing the wastes of resources and declining the environment impacts.The purpose of this present study focuses on the amities and pricing strategy by using “the randomized posttest-only control group design” (2×2×2 matrix). It intends to understand the consumers’ purchase intentions under the green B&B context. In total 12 experimental groups will be conducted and each group will have at least 50 usable samples. Therefore, approximately 600 subjects will be conducted in this study. A well-known green B&B which is located in the eastern part of Taiwan is invited to join this study. With the permission and assistance from this green B&B owner, this study is allowed to use all the content of its website for the experiments.
The study showed that by using the adding option framing (+OF) will make customers felt that they could save more money compared to the subtractive option framing (-OF). This also could decrease the wasting of amenities. Although, for satisfying customers needs the present study suggests that green B&B owners could use the subtractive option framing (-OF), for balancing the challenge between how to meet the customers needs and the benefits of owners in order to save more resources to protect the environment. Study also suggests that B&B owners could promote and educate consumers taking the non-reusable amenities themselves, and increase their environmental concern and attitude by environmental education.
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