本研究旨在探討全球綠色聲浪下，我國環保旅館市場定位及價值創造策略。就網路群組以立意抽樣調查有住宿經驗之消費者，經由SPSS22軟體及創新機會模式(Innovation- Opportunity Analysis , IOA) 進行分析(N=330)。研究結果顯示，樣本多為女性、年齡較長、學歷高且收入較豐者。綜整後，環保旅館之市場關鍵因素含7大構面與26項準則。其中，「旅館基本條件」、「政府」、「機會」及「消費者環境素養」等構面達〈非常重要〉之程度。大致而言，重要度均高於滿意度。另IOA模式顯示市場定位有「環保深化」、「品質維持」、「服務優化」與「跨業推動」，所對應之價值創造策略分別為「創新」、「持續」、「改善」及「造市」等。最後依研究結果，提出實務管理意涵與建議，期能提供業者與政府，擬定推動環保旅館政策之參考。
This research explores the market positioning and value creation of green hotels. The method of on-line Judgmental Sampling is used to investigate consumers who used to consume hotel accommodation in Taiwan. There are 330 questionnaires available for data analysis using SPSS22 software and IOA (Innovation-Opportunity Analysis) model. The result indicates that the older females, highly educated with more incomes, are more concerned for the environmental issues than the others. Also, there are 7 dimensions and 26 criteria are derived as the key market factors of green hotel. In general, the degree of importance is regarded higher than that of satisfaction for each criterion. Of them, basic hotel conditions, government, opportunities and consumer environmental literacy are very important constructs. Furthermore, the IOA model identifies the market positions of the green hotels. It can be concluded as ‘advancing environmental protection’, ‘maintaining green quality’, ‘excellence in service quality’ and ‘industry-integrated promotion’. Corresponding to each market position above, the value creation strategies are sequenced as ‘innovating’, ‘maintaining’, ‘improving’ and ‘market-developing’. Finally, the implications are presented, hopefully, to be useful for policy making or management strategy of green hotels.
