由於能源、水、廢棄物等原因造成環境汙染，在餐旅產業中綠色旅館已成為二十一世紀最主要討論的議題之一。根據綠色旅館協會認為，成為綠色旅館有三大優勢：可以管理員工的健康、獲得更高的利潤、為消費者創造新的趨勢。因而全世界已開始關心環境保護問題，許多國家建立綠色旅館標章或認證。許多國家建立綠色旅館標章或認證。雖然綠色旅館在最近幾年曾被廣泛的討論，但在餐旅產業中，綠色旅館認證仍無法被受重視。許多研究在消費者方面建議考慮消費者所需以及實際的花費，因此本研究目的要建立綠色旅館認證指標，確定綠色旅館認證指標後再檢測消費者行為如何影響到知覺價值及再購意願。本研究利用層級分析法與結構方程式來分析兩份問卷。總共有41位專家(包含人資部與工程部經理、政府單位、學界教授)填寫專家問卷。透過資料分析及修正後，綠色旅館認證指標包含九項構面共60項指標，完成AHP問卷後，將每個構面的指標納入消費者問卷。研究結果可幫助旅館經理考慮是否將這些指標應用在旅館中，並可了解消費者對綠色旅館的看法，旅館經理能藉由綠色作法來改善旅館的環境管理，將旅館轉型成綠色旅館。 The green hotel industry is one of the major issues in the tourism and leisure industry in the 21st century, due to environmental pollution causing from using a lot of energy, water and wasting consumption. Base on Green Hotel Association, being a green hotel has many advantages, such as going directly to higher profit and managing clearly cares for staff’s health; finally, leading consumers to whole new leisure trends. Overall, the whole world is concerning environmental protection, and many countries are establishing standard labels or certifications of green hotel. Although “green hotel” has been widely discussed in recent years, the aspect of green hotel certifications still has not been incorporated in the main categories of hospitality industry. Many researchers suggested that find consumers what they need and actually expenditure. Therefore, the aims of the study are developing and compute the weight of green hotel certification for the hotel industry from different perspectives. After confirming the weight of green hotel certification’s indicators, examining consumer’s behavior how to affect perceived value and repurchase intention.The study method use analytic hierarchy process (AHP) and structural equation model to analysis two questionnaires. Forty-one experts include hotel managers, university’s professors, and government officials identify the green hotel certification framework. Through data analysis and some modification, the framework of green hotel certification are hotel incorporating nine categories with a total sixty indicators. After finishing AHP questionnaires, the study will combine with each category’s indicators developing consumer’s questionnaire. The result can help hotel managers consider whether use these indicators or not. And then it can understand consumer’s view to green hotel. Hotel managers can improve their environmental management by the green practice based on the green hotel certification.
