WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 17, 2020
Research on the Factors of Developing Green Hotels in Resort Hotels
Authors: Chien-Chung Yu, Chun-Chu Liu
Abstract: Taiwan’s green mark system has been implemented since 1993. As the “green purchase” clauses are regulated in the government procurement law, Taiwan sets a world precedent and becomes the first state to legislate to promote “green procurement”. The issue arises that leisure hotels face sustainable operation and green energy protection within the climate of reduced customer sources and fierce competition. The paper hence explores three aspects of “purchase, operation and marketing” to evaluate the weight of willingness and decide the priority in association with application of AHP and 12 experts. With the analysis of the AHP, senior executives in the industry expressed there is difficulty in promoting "production history" and "supply chain management". Though recently there have been many food safety incidents in Taiwan, enterprises are pursuing profits instead of emphasizing enterprise social responsibility. In this regard, this study is concerned with how companies pay attention to public issues in business decision-making and contribute to social responsibility despite of reasonable profit-making. This study thus ranks selected indicators and proposes conclusion and suggestion to provide evaluations to the potential green hotel owners.
Keywords: AHP, Brand Equity, Green Marketing, Green Purchase, Resort Hotel, Green Hotel
DOI: 10.37394/23207.2020.17.56WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 17, 2020, Art. #56