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Sustainable development practices in the hospitality industry: An empirical study of their impact on customer satisfaction and intentions 研究生:李柏均 MA2M0208 授課教師:萬金生 ABSTRACT 餐旅產業採納實施永續發展的做法是為了限制這個行業的活動， 對於自然環境與社會環境的負面影響，並且增加主要人口的好處。 研究主旨在於解決以下問題： 對於餐旅業顧客滿意度的先例是甚麼，包括那些，永續發展會被 業者所採納與實施？ Market orientation and customer satisfaction in the hospitality industry (1) The customers’ characteristics: H1a – The customers’ age influences their hotel selection criteria, including those related to SD. H1b – The customers’ gender influences their hotel selection criteria, including those related to SD. H1c – The customers’ education level influences their hotel selection criteria, including those related to SD. Market orientation and customer satisfaction in the hospitality industry (2) The customers’ responsible behaviors at home: H2a – The customers’ responsible behaviors at home related to natural resources consumption influence their hotel selection criteria, including those related to the SD practices. H2b – The customers’ responsible behaviors at home related to waste management influence their hotel selection criteria, including those related to the SD practices. H2c – The customers’ responsible behaviors at home related to their purchases influence their hotel selection criteria, including those related to the SD practices. Market orientation and customer satisfaction in the hospitality industry (3) The characteristics of the customers’ stay: H3a – The purpose of the customers’ stay influences their hotel selection criteria, including those related to SD. H3b – The length of the customers’ stay influences their hotel selection criteria, including those related to SD. (4) The customers’ hotel selection criteria and satisfaction: H4 – The customers’ hotel selection criteria, including those related to the SD orientation adopted by the hotel, influence their satisfaction. Market orientation and customer satisfaction in the hospitality industry (5) The customers’ satisfaction and behavioral intentions: H5a – The customers’ satisfaction positively influences their intention to return to the hotel. H5b – The customers’ satisfaction positively influences their intention to recommend the hotel. Market orientation and customer satisfaction in the hospitality industry Data collection 共有3200份問卷，包含550份英文和2650份法文被分配到十一家 飯店的經理。 共有473份有用的問卷被收到，表示有15%的回應率。 Measures 問卷包含六個部分，加上顧客在最後的意見空間，測量尺度從現 存文獻中被改編。 第一部分:入住飯店的特徵。 第二部分:專注在顧客滿意度。 顧客滿意度被測量出有三十個項目設計去評價飯店三個重要服務中 有形跟無形的要素，前台，食物和房間。用李克特七分量表反應表達 他們的滿意度。 Measures 第三個部份:包含兩份報告表示去測量顧客回到飯店的目的， 並且推薦飯店，用李克特七分量表。 第四個部分:測試顧客對飯店標準，相對的重要性，包含兩個新 增的標準(生態環境的標籤，飯店採用環境政策)，用李克特七分 量表。 第五個部分式為了頻繁地收集日常生活中顧客的負責行為的資料， 我們使用Cleveland et al，主要根據永續發展的環境重要性， 增加Mohr and Webb’s scale的原理，包含社會重要性。 第六部份包含飯店為了測量消費者是否具備環保意識，去判定是 否適合顧客入住。 Implications and limitations 作為進一步的管理貢獻，所獲得的知識 透過本研究的滿意度調查 可提供了飯店企業經理如何面對需求以及不斷變化的顧客群，並 可以導入永續發展的計劃。這可能是一個強而有力的可激勵在一 間飯店的經營戰略集成了永續發展的取向，考慮客戶滿意度是 影響飯店經濟的重要因素。 Concluding remarks 永續發展一直是大家討論的議題。它涉及飯店業，無法保護自然 生態對社會資源是取之不盡。 這項研究可以提供業者透過不同類型的消費者，除了可以增加飯 店的經濟效益又可以維持生態環境。