旅宿業永續認證對其旅客評價之影響

Abstract

本研究探討臺灣旅宿業永續認證對旅客評價的影響。研究分析了全球數位旅遊平台Booking.com 中在住宿期間2024年3月18日至3月19日的7,508筆數據，並結合臺灣環境部的環保標章旅館與環保旅店認證資訊。有別於過往問卷和訪談的研究方法，本研究運用網路爬蟲技術和量化分析，藉由旅客實際評分反映永續認證的影響，並呈現地區上的差異。研究結果顯示，永續認證對旅客評價的影響因地區而異：中部地區獲得環保旅宿認證的旅宿其旅客評分較高；六都和北部地區的環保標章旅館，在級別越高時會獲得越高的評分。能源與溫室氣體管理措施和自然保育措施在大多數地區會得到較高的評分。然而，在非六都、南部和東部地區，某些環保措施（如廢棄物管理和水資源保護）反而得到較低的旅客評分。本研究結果顯示了永續旅遊實踐與旅客期望之間的關係，為旅宿業制定永續策略提供了重要參考，同時也突顯了在推行永續措施時需考慮地區特性和旅客偏好的必要性。

This study investigates the impact of sustainability certifications on guest ratings in Taiwan's hospitality industry. The research analyzes 7,508 data entries from the global digital travel platform Booking.com from March 18 to March 19, 2024, combined with information on eco-friendly hotel certifications and green hostel certifications from Taiwan's Environmental Protection Administration. Departing from previous studies that relied on questionnaires and interviews, this research employs web scraping techniques and quantitative analysis to reflect the actual impact of sustainability certifications through guest ratings and reveals regional differences.The results indicate that the impact of sustainability certifications on guest ratings varies by region: In central Taiwan, accommodations with eco-friendly certifications received higher guest ratings; in the six major cities and northern regions, hotels with higher-level eco-label certifications achieved higher scores. Energy management, greenhouse gas control, and nature conservation measures improved ratings in most regions. However, in areas outside the Six major cities and in southern and eastern regions, certain eco-friendly measures (such as waste management and water conservation) actually lowered guest ratings. These findings illuminate the relationship between sustainable tourism practices and guest expectations, providing crucial insights for the hospitality industry in formulating sustainability strategies. They also highlight the necessity of considering regional characteristics and guest preferences when implementing sustainability measures.