在永續發展及環境保護的趨勢下，環保旅館的發展越來越被重視。而本研究目的是探討來自不同國家不同環境意識的旅客對於屬性-態度-行為意圖之間的關係。本研究透過線上問卷調查台灣與國外有關環保旅館住宿經驗的數據，總共收到543份問卷，並以結構方程模式進行分析。結果顯示，屬性對態度對行為意圖有正向的影響；態度對行為意圖有正向的影響；屬性對行為意圖也有正向的影響，而態度在屬性和行為意圖之間有中介效果；不同國籍旅客對於屬性-態度-行為意圖之間的關係沒有調節的作用，但不同環境意識的旅客卻有調節的作用。因此，旅館業者可以以提高旅客的環境意識為策略，進而改善消費者的消費行為，有助於提高消費者的回訪意願。

Green hotels are popular globally in line with an urgent need for the practice of the concept of sustainable development. The purpose of this study is to explore how the hotel attributes-attitude- behavioral intention relationship differs based on nationalities and their levels of environmental awareness. A total of 543 valid respondents were obtained and data were analyzed using structural equation modelling. The results show that green hotel attributes have a positive impact on travelers’ attitudes; travelers’ attitudes have a positive impact on behavioral intentions; green hotel attributes also have a positive effect on behavioral intentions, while travelers’ attitudes mediate the relationship between green hotel attributes and behavioral intentions. Travelers’ nationalities have no moderating effect on the relationship between attribute-attitude-behavioral intention, but consumers’ different degrees of environmental awareness have a moderating effect on the relationship. These findings can help hoteliers understand better what green hotel attributes can positively influence guests’ attitude toward future consumption. Therefore, to enhance consumption behaviors, hoteliers can consider promotion strategies relating to increasing travelers’ environmental awareness. It is believed that hoteliers can benefit from an increasing revisiting rate.

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