EXPLORING GREEN SERVICE QUALITY ELEMENTS FOR INTERNATIONAL TOURIST HOTELS IN TAIWAN FROM THE ASPECT OF TWO-DIMENSIONAL QUALITY MODEL

The enhancement of leisure atmosphere in the past years has resulted in environmental pollution and changes, thus tourism industry is no longer a non-smokestack green industry. Although the governmental organizations have promoted Green Hotel for the improvement, the remodeling of appearance and equipment and the alternation of spares sources have increased the costs, therefore a lot of hotels are still waiting and seeing the successive development. This study tends to find out customer emphases on the green service quality of international tourist hotels through the classification with Two-Dimensional Quality Model. The research findings show that 20 out of 28 green service quality items are Indifferent Quality, 4 Attractive Quality, and 4 One-Dimensional Quality. The businesses therefore should enhance Attractive Quality and One-Dimensional Quality. For instance, the green service quality items of Hotel providing balanced and diversified foods, Hotel offering traditional food with local characteristics, Fresh fruit and vegetable juice offered in a hotel, and Hotel providing 24-hour free wireless network services could enhance consumer satisfaction. The government, on the other hand, should promote the value of Green Hotel and green service quality. Furthermore, making improvements with internationally effective green service quality evaluation standards could promote Taiwan to be the first choice of green tourism.