環境認知、環境態度與促銷方案對行為意圖之影響－以旅宿業不提供消費者一次性備品為例

文化大學機構典藏 CCUR > 商學院 > 觀光事業學系暨研究所 > 博碩士論文 > Item 987654321/53480

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题名:	環境認知、環境態度與促銷方案對行為意圖之影響－以旅宿業不提供消費者一次性備品為例 The Impact of Environmental Perception, Environmental Attitude, and Promotion Strategies on Behavioral Intention: A Case Study of the Hotel Industry Not Providing Disposable Amenities to Customers.
作者:	廖昱訓
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	環保旅館環境認知環境態度行為意圖促銷方案 Eco-friendly hotels environmental awareness environmental attitudes behavioral intentions promotional strategies
日期:	2024
上传时间:	2024-07-17 11:25:56 (UTC+8)
摘要:	全球氣候變遷和環境污染的持續加劇對地球生態系統帶來了極大的威脅，迫使社會各界高度關注環境保護議題。在這個關鍵時刻，旅遊住宿業被指出是環境污染的主要來源之一，其提供的一次性塑膠用品不僅增加了垃圾量，還加劇了塑膠污染問題。因此，減少塑膠使用已成為國際社會普遍的趨勢之一，而消費者是否能夠從日常生活中的環保意識中或是通過促銷方案的引導下改變行為，進而願意攜帶個人盥洗用品進行旅遊住宿，成為了台灣政府制定環保政策的一個重要考量。本研究旨在探討當台灣政府實施限制旅宿業提供一次性備品政策後，對消費者環境認知和態度的影響，以及旅宿業提供的促銷方案對消費者行為意圖的影響。通過問卷調查法，我們以便利抽樣方式選取曾入住過合法登記的國內旅宿業旅館的消費者進行調查，共回收了407份問卷。研究結果表明，消費者的環境認知程度與其願意自備盥洗用具呈正相關；同時，當旅宿業者提供的促銷方案越多時，也會加強消費者自備盥洗用具的意向。這些研究結果將有助於為旅宿業者提供更具體的實踐建議，並為政府相關部門在制定和實施環保政策時提供更深入的參考和指導。 The ongoing exacerbation of global climate change and environmental pollution poses significant threats to the Earth's ecosystems, prompting heightened attention to environmental conservation across various sectors of society. At this critical juncture, the tourism and hospitality industry has been identified as one of the primary sources of environmental pollution, with its provision of single-use plastic products contributing not only to increased waste but also exacerbating the issue of plastic pollution. Consequently, reducing plastic usage has become one of the prevalent trends in international society. Whether consumers can change their behavior by increasing their environmental awareness in daily life or through the guidance of promotional offers has become an important consideration for the Taiwanese government in formulating environmental policies.This study aims to investigate the impact of Taiwan's government policy restricting the provision of single-use amenities by accommodation establishments on consumer environmental awareness and attitudes, as well as the influence of promotional offers provided by these establishments on consumer behavioral intentions. Through a questionnaire survey, we conducted research by selecting consumers who had stayed at domestically registered accommodation establishments using a convenient sampling method, with a total of 407 questionnaires collected. The results indicate a positive correlation between consumers' environmental awareness and their willingness to bring personal toiletries. Additionally, an increase in the number of promotional offers provided by accommodation establishments strengthens consumers' intentions to bring personal toiletries.These research findings will contribute to providing more specific practical recommendations for accommodation establishments and offering deeper insights and guidance for relevant government departments in formulating and implementing environmental protection policies.
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