| Summary: | 碩士 === 中興大學 === 園藝學系所 === 99 === For LOHAS (lifestyles of health and sustainability) and concept of green consumption arising in recent years, people’s consumption tendency has already been altered. At present, many visitors prefer going to the sites that are environmental friendly, hence the notion of green B&B has emerged under this situation and been emphasized gradually. However, green B&B has not been definitely defined in current market mechanism; its development is still in the beginning stage. Therefore, this research aims to understand the tendency of accommodation for green B&B’s potential consumer and construct the attributes combination of accommodating green B&B that are fitting for potential consumers in the future. In the characteristics of green B&B, the research extracted four dimensions that are ”environmental friendly application in tourism”, “facilities and application for economizing water and energy”, “complete services offering” and “reusing recycled product and transportation device”. In the study method, the research applies conjoint analysis with orthogonal design to set up 8 tested objects for scoring by research subjects. By performing cluster analysis, study subjects have been categorized into three groups: “common”, “practical” and “aware” types. The research analyzes these there types in “the seguential order of alternative”, “preference evaluation” and “the difference in price between each case of willing to pay” for finding the target market.
The result shows that, in the importance for research subjects in accommodating green B&B, the most important attribute is “complete service offer”, followed by “environmental friendly application in tourism” and “reusing recycled product and transportation device”. The price for consumers’ willingness to pay is different with the research subjects’ type. In the case for low preference (case in more environmental friendly application), the price of willingness to pay for “common” and “aware” types are both lower than “practical” type. And from the cases that emphasize in service offer, the price of willingness to pay for “common” and “aware” type are higher than “practical” type.
Overall to say, the research recommends that, potential consumers in “practical” type could be the initial target market when green B&B is still in primitive stage, the strategies of ”environmental friendly application in tourism” and “reusing recycled product and transportation device” could be executed in advance, and the price for accommodation is recommended setting in 2000 NT dollars. In addition, B&B’s owner should propagate the idea of environmental conservation and 3R (reduce, reuse and recycle) more for enhancing the consumers’ willingness to stay in green B&B accommodation and the green B&B’s information spreading. Otherwise, the related investigation of green B&B’s potential consumers should be kept constantly inorder to , thus to control the preference tendency of consumers in long term and to be the reference of related products’ design and modification.
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