環保標章對台灣觀光旅館經營績效之影響

Abstract

隨著環保意識的提升及臺灣作為旅遊大國的地位，消費者未來在日常生活中將越來越關注環保選擇，包括飲食、穿著、居住、交通及娛樂等各個層面。在這樣的背景下，臺灣政府針對環保的推廣、宣導與支持力度也相應增強。其中，與居住及娛樂相關的旅宿業尤為受到關注，政府積極推廣環保旅館，這些旅館依照審核標準的嚴謹程度劃分為環保旅館和環保標章旅館。過去國外的研究指出，獲得環保標章的旅館在經營績效上有明顯提升，而國內針對此類研究的探討仍然有限。為此，本研究透過兩階段穩健性計量模型進行實證分析，並利用交通部觀光署的臺灣觀光旅館營運月報表及環境部的環保標章旅館統計資料來進行深入研究。結果顯示，獲得環保標章的旅館其總營業收入較未獲得標章的旅館高出約13%，而客房和餐飲部門的收入皆有成長，尤其餐飲部門的增幅更為顯著。雖然獲得環保標章的旅館平均房價沒有明顯差異，但客房的住用率卻顯著提升。另方面，這類旅館的散客來客數也大幅增加，對於團體客來客數的影響則不如散客來得顯著。此外，國內旅客數量顯著上升，然而外國旅客的到訪卻出現減少的情況。最後，研究結果也表明了傳統因素如房間數和員工數等，對旅館經營績效的影響具有多樣性。

With the increasing awareness of environmental protection and Taiwan’s status as a major tourism destination, consumers are expected to pay more attention to environmentally friendly choices in their daily lives in the future, including aspects such as dining, clothing, housing, transportation, and entertainment. Against this background, the Taiwanese government has correspondingly strengthened its efforts in promoting, advocating, and supporting environmental initiatives. Among these efforts, the lodging industry has received particular attention, with the government actively promoting eco-friendly hotels. These hotels are categorized into environmentally friendly hotels and environmental certification hotels based on the rigor of their certification standards. Previous international studies have indicated that hotels with environmental certifications exhibit significant improvements in operational performance, while domestic research on this topic remains limited. Therefore, this study conducts an empirical analysis using a two-stage robust econometric model and utilizes the Taiwan Tourism Hotels Operating Monthly Report from the Tourism Bureau of the Ministry of Transportation and Communications, as well as statistical data on environmental certification hotels from the Ministry of the Environment. The results show that hotels with environmental certifications have total operating revenues approximately 13% higher than those without certifications. Both the room and food and beverage departments experienced revenue growth, with the increase in the food and beverage sector being particularly notable. Although the average room rates of e environmental certifications hotels do not show significant differences, the occupancy rates of their rooms have significantly improved. Additionally, the number of individual guests at such hotels has substantially increased, whereas the impact on group bookings is not as pronounced. Furthermore, the number of domestic tourists has significantly risen, while foreign tourist arrivals have decreased. Finally, the research findings also indicate that traditional factors, such as the number of rooms and the number of employees, have diverse effects on the operational performance of hotels.