| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 102 === Taiwan's tourism industry continues to grow, and hotels numbers are massive growth, resulting in a negative impact on all aspects of the environment. Because of green consumption awareness, makes visitors hope to pick hotels with green concepts and practical environmental protection to stay. The resort hotel is often located in the scenic location causing more environmental, life, culture shock and so on. It is worth to explore the green brand criterias developed by resort hotels. The proposed model adopts the “Modified Delphi Method” to find out suitable criteria to green brand of resort hotels. Next, the research model apply the “Analytic Hierarchy Process (AHP)” to determine the relative weights of evaluative criteria.
The results indicated that the most important criteria in the selection of green brands of resort hotels in order are “Green products / Services, “Green policy and management, and “Green reputation”. Next, the 15 sub-criteria to be sorted, the weight of the criteria of “Environmental protection” is the highest, followed by ”Green certification”, “Environmental management”, “Employee green consensus”, and“Green design” and “Build green corporate culture”and so on. The proposed model helps relevant units to effectively select green brand of resort hotels, making it highly applicable for academia and commerce.
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