政府自民國90 年元月起全面開放周休二日政策，國人對於休閒生活需求日益重視，加上政府在民國92 年實行國民旅遊卡和推行2008 年觀光客倍增計劃，期望能刺激國內旅遊。而根據觀光局統計數字顯示，遊客通常會在目的地停留約1.6 天，亦即產生過夜住宿行為。因此擴大國內旅館住宿需求的商機。 國外因應生態旅遊、永續觀光之發展潮流，已有所謂環保旅館系統之建立，然而環保旅館的觀念在台灣仍屬萌芽階段，尚未成熟。雖然有研究指出在台灣的消費者及旅館業主管亦都認同環保旅館，然而消費者對環保旅館宿後行為的相關研究卻不多見。本研究「Fun 暑假住府城，旅館 Cool 樂行動做環保」之台南地區國際觀光旅館之旅客為對象實施問卷調查，目的在於探討消費者對環保旅館的認知，以及投宿後的滿意度與忠誠度的關聯性研究及旅客各項個人特質等因素對其住宿行為之影響及差異程度。利用敘述統計、因素分析及結構方程等統計方法進行資料分析。實證結果發現：1.環保投宿動機對環保滿意度、一般滿意度有顯著的正向關係。2.一般投宿動機對環保滿意度、一般滿意度無顯著的關係。3.環保旅館認知對環保滿意度無顯著的關係。4.環保旅館認知對一般滿意度有顯著的正向關係。5.環保滿意度對環保優先忠誠度、一般忠誠度有顯著的正向關係。6.一般滿意度對環保優先忠誠度、一般忠誠度有顯著的正向關係。 Compatriots has taking it serious on leisure life since Government has fully executed the two-day weekend policy in January in 2001. Furthermore, in order to stimulate the internal tourism, the government has practiced the National Travel Card in 2003 and carried out the Taiwan Touch Your Heart 2008. According to Tourism Bureau statistics show that tourists would normally be staying about 1.6 days in the destination, which is produced overnight stay acts. Consequently, it expands the commercial possibilities of domestic accommodation demand for hotel. In response to the eco-tourism and the trend of sustainable tourism development, there has been the so-called Green Hotels system established. In Taiwan, the concept of Green Hotels is in the initial stage. Some studies have pointed out that both of the consumers and the hotel manager agree with the Green Hotels, but the researches of the consumers' behavior for Green Hotels are rare. The study surveys the visitors at Tainan district national tourist hotels in ＂Fun summer vacation living Fu, hotels action Cool music to do environmental＂. By Factor Analysis and SEM, analyze the consumers' stay motivation, satisfaction, and loyalties on Green Hotels will by analysis. The results of the study indicated that: 1.Environmental protection stay motivation positively affected the environmental protection satisfaction, ordinary satisfaction. 2. Ordinary stay motivation has no significant influence on the degree of the environmental protection satisfaction, ordinary satisfaction. 3. Cognition has no significant influence on the degree of the environmental protection satisfaction. 4. Cognition positively affected the ordinary satisfaction. 5. Environmental protection satisfaction positively affected the environmental protection loyalty, ordinary loyalty. 6. Ordinary satisfaction positively affected the Environmental protection loyalty, ordinary loyalty.
