| 摘要: | 近年來，隨著經濟發展和物質生活的改善，全球越來越重視氣候和生態的急遽改變，以及能源節約的重要性，在國際疫情趨緩國境解封之際，永續旅遊成為一種新興且是全球倡議的旅遊方式。觀光旅遊業雖然是無煙囪產業，但二氧化碳排放量仍佔總體產業的5%，其中酒店業者佔觀光旅遊產業的40%，台灣的觀光旅遊業包括旅行社、酒店、餐廳、交通和景點等，若是更注重永續旅遊相關議題並提供消費者節能減碳且符合永續旅遊的服務創新或是流程，不僅可提升品牌形象對於網路口碑也能有正面的影響，消費者的購買意願也會增加。
本研究旨在探討永續旅遊之服務創新、品牌形象、網路口碑及購買意願四個構面之關聯性以及相關的影響因素。研究對象為對於購買永續旅遊商品有意願的消費者，資料收集方法採抽樣問卷進行，總發放問卷為384份，有效回收問卷為380份，回收率為99%。以SPSS22進行敘述性統計、差異分析、相關分析及迴歸分析之實證研究結果分析。
研究結果發現永續旅遊之服務創新對品牌形象、網路口碑與購買意願有顯著相關的影響，不同人口統計變項對於各構面有部分顯著差異。透過本研究的分析結果，可做為日後觀光旅遊業推動永續旅遊的參考。
In recent years, with economic development and improvements in material living standards, there has been increasing global attention to the rapid changes in climate and ecology, as well as the importance of energy conservation. As international travel restrictions ease due to the pandemic, sustainable tourism has emerged as a new and globally advocated travel approach. Although the tourism industry is often considered a “smokeless” industry, its carbon dioxide emissions still account for 5% of the overall industry. Among these emissions, the hotel sector contributes 40% to the tourism industry. In Taiwan, the tourism sector encompasses travel agencies, hotels, restaurants, transportation, and attractions. By focusing more on sustainable tourism issues and providing consumers with energy-efficient and eco-friendly services, businesses can not only enhance their brand image but also positively impact their online reputation, ultimately increasing consumer purchasing intent.
The aim of this study is to explore the relationships between service innovation, brand image, online reputation, and purchasing intent in the context of sustainable tourism. The research focuses on consumers who express an interest in purchasing sustainable travel products. Data collection involved distributing questionnaires through random sampling, resulting in a total of 100 questionnaires distributed and 80 valid responses (with an 80% response rate). Descriptive statistics, analysis of variance, correlation analysis, and regression analysis were conducted using SPSS22.
The research findings indicate that service innovation in sustainable tourism significantly influences brand image, online reputation, and purchasing intent. Additionally, certain demographic variables show significant differences across these dimensions. The results of this study can serve as a reference for the tourism industry in promoting sustainable travel practices in the future. |
