近年來許多環保旅館紛紛通過環保旅館標章，但是消費者入住後是否能夠確實感受旅館實行環保措施，環保旅館的成效除了仰賴旅館業者善盡對整體環境的社會責任外，也需要消費者們共同全力支持與配合，共同參與。環保旅館的學術研究中多針對旅館業者、主管及員工，較少針對環保旅館消費者進行研究。故引發本研究動機，探討消費者對環保旅館的期望與入住過後是否能夠感受與認知該旅館為環保旅館。故本研究目的為探討環保旅館消費者的環境關注、對環保旅館的期望與認知，並運用期望不一致理論驗證期望與認知影響不一致與滿意度。本研究於民國104年4月01日至04月30日間，至網站上進行網路問卷發放，共計回收402份問卷，有效樣本為389份，有效回收率96.7%。研究結果顯示消費者的環境關注高，對環保旅館的認知低於期望，消費者對環保旅館的期望與認知形成負向不一致，不一致影響滿意度。研究建議環保旅館應加強宣導旅館對環保的執行，使消費者感受旅館為環保旅館。本研究提供學術與實務上的建議以供參考。
In recent years, more and more hotels have adopted the Green Hotel authenticate, but whether the customers can truly recognize the green strategies that pursued by hotel remains the question. The outcomes of environmental protection not only rely on green hotels take social responsibilities, but also need the cooperation by customers. Most of academic researches regarding Green Hotel at the current stage assess the point of views from hotel managers and employees, not much research focusing on Green Hotel consumers. Therefore, the purposes of this study were to explore the expectations and perceptions of consumers of green hotels after staying in the hotels, and to examine the influences of expectations and perceptions on disconfirmation and satisfaction apply Expectancy Disconfirmation theory. Online survey questionnaires were distributed on the Internet from April 1, 2015 to April 30, 2015, the total recovery of the questionnaire were 402 with 389 valid samples; resulting in 96.7% response rate. The results showed that customer's environmental concern is high, the perceptions of customer toward Green Hotel is lower than expectations, which cause the negative disconfirmation, and affect satisfaction toward Green Hotel. This study suggested that Green hotels should strengthen the implementations and guidance of environmental protection in hotels, so that consumers can perceive the hotel is green hotel. This study provided the academic and practical implications.
