Utilizing the Kano Model to Investigate Quality Attributes of Green Tourism - A Case Study of the Ping-Ling Low-Carbon Travel Program

• Main Authors: Tuan, Yu-Hsin, 段雨馨
• Other Authors: Shui-Shun Lin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/82056153664662078711

碩士 === 東海大學 === 工業工程與經營資訊學系 === 99 === Recently, people start to pay much attention to environmental protection and reducing carbon emissions because of the climate anomalies and natural disasters, and that is also the reason of green consumption and green energy industry has become more popular in the word today. With the increase of GDP, traveling has became a part of life for many people. The extra energy wasting has made by the big number of traveler during their tourism. According to the report of World Economic Forum, the amount of carbon emissions made by tourism is about 5% of the total amount in the word. So we can’t regard tourism as one of green industry any more. However, it’s impossible to avoid traveling activity, so that are green tourism, a new way of travel which is emphasis on minimize of environmental damage, is emerging spontaneously. Although most people are not very sure about what green tourism is, but they start realize the importance of environmental protection. So that how to create a traveling product which is not only attractive to costumer but also friendly to environment is an important issue for tourism industry. Thus, our research are try to find the quality elements of green tourism which can really influence the satisfaction of costumer by using Kano model. It can be helpful to the agency of green tourism to catch the key point of tourism design. The results showed that among the 24 quality items, there were 8 attractive quality items, 13 one-dimensional quality items and 3 indifferent quality items. There were no any must-be quality item. We believe that is because green tourism is a whole new product for most people, so that they are not so sure about what it should be. But this interesting result also shows that it is indeed helpful to increase the costumer satisfaction by making tourism “green”.