摘 要
臺灣旅宿業近年來高速發展，但為了提供高服務品質的同時，也帶來了資源跟能源的高消耗，為了環境的永續發展，台灣2008年制訂了綠色旅館標章制度，發展近10年，在2017年取得綠色標章認證的旅宿僅有13家，約佔總旅宿量的萬分之1，顯然發展的甚是緩慢，為瞭解其中發展緩慢的原因及影響新建綠色旅館投資開發決策的關鍵因素，本研究由投資開發的角度切入，經文獻疏理出綠色旅館投資開發的七項指標分別為「基地指標」、「市場供需」、「規劃設計」、「財務投資效益」、「風險及衝擊管理」、「綠色旅館標章條件」、「綠色旅館行銷」。在研究統計上第一階段採德爾菲法、第二階段採用層級分析法對設計開發單位及旅館管理單位中高階人員進行問卷探討，並依問卷回收的結果，比較出各指標間的權重排序。研究結果顯示受訪者對於綠色旅館的投資認為「財務投資效益」指標，為投資決策最主要的考量。決策者應可從研究結果中了解綠色旅館在興建、管理、行銷等層面，在財務上如何增加收入降低成本，從而影響利潤指標，進而影響綠色旅館的投資決策。
關鍵詞：綠色旅館、旅館投資指標、層級分析法Abstract
The hotel industry in Taiwan has developed rapidly in recent years, but in order to provide high–quality services, it also brings high consumption of resources and energy. The green hotel logo system was formulated in 2008 in Taiwan for the sustainable development of the environment, and it has been developing for nearly 10 years. In 2017, only 13 hotels were certified by the green hotel logo, accounting for about 1/10000 of the total number of hotels. Obviously, the development is very slow. To understand the reasons of slow development and the key factors that affect the investment and development decisions of green hotels, this study starts from the perspective of investment and development. Based on past literature, this study sorted out seven indicators of the investment and development of green hotels, which are "base index", "market supply and demand", "planning and design", "financial investment efficiency", "risk and impact management", "green hotel standard conditions" and "green hotel marketing". For the research methodology, Delphi method and analytic hierarchy process were respectively used to analyze the questionnaire delivered to senior staff in hotel design and development and hotel management. Based on the results of the questionnaire, the weight ranking of each index was calculated. The results show that the "financial investment efficiency" index is the most important consideration for the investment decision. The decision makers should be able to understand from the research results how green hotels can increase revenue and reduce cost in the construction, management, marketing and other aspects, which then influences the profit index, and in turn affects the investment decision of green hotels.
Keywords: Green Hotels, Hotel Investment Index, Analytic Hierarchy Process