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研究生： 阮黎石楠
Nguyen, Le Thach Thao
論文名稱： 以永續巧推方式提升越南會安中小型旅館綠色實踐的旅客行為參與度
Enhancing The Guest Behavioral Engagement Towards Green Practices Through Green Nudges in Small and Medium Hotels in Hoi An, Vietnam
指導教授： 楊佳翰
Yang, Chia-Han
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2026
畢業學年度： 114
語文別： 英文
論文頁數： 178
中文關鍵詞： 永續旅館 、綠色推力 、行為設計 、行為參與 、中小型旅宿業
外文關鍵詞： Sustainable hospitality, Green nudges, Behavioral design , Behavioral engagement, SME accommodations
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    • 本研究探討綠色助推（green nudges）如何提升中小型飯店中旅客對環保措施的行為參與。儘管許多飯店已採用如垃圾分類、毛巾重複使用、補充式備品、飲水補給站及節能系統等永續作法，旅客的實際參與程度仍常呈現不穩定狀態。此一落差部分源於溝通不足、永續基礎設施限制，以及旅客在「意圖—行為落差」上的問題。
    以越南會安的 Phuc Thao Villa 為質性個案，研究進一步檢視情境嵌入式綠色助推如何使既有環保措施更具可見性、易理解性與可操作性，進而促進旅客參與。方法上涵蓋現場觀察、介入前對國際旅客與飯店業者的訪談、綠色助推的共同設計與實施，以及介入後對同一批旅客的追蹤訪談。
    結果顯示，設置於關鍵行為節點（如浴室、垃圾桶、開關及公共空間）的綠色助推，有助於釐清預期行為並降低認知負擔；同時，透過視覺圖示、溫和訊息與情境化說明，亦能有效提升旅客對相關措施的理解。這些助推並非強制改變行為，而是協助旅客將既有的環保價值轉化為具體且低成本的行動。
    在理論層面，此研究指出綠色助推不僅影響個人選擇，亦能透過連結飯店基礎設施、旅客認知與行為參與，進一步形塑整體服務環境。實務上則顯示，中小型飯店可透過低成本且具情境敏感性的助推設計，在無需大規模基礎設施投資的情況下，有效提升旅客對環保措施的參與程度。

    This study examines how green nudges can enhance guest behavioral engagement with green practices in small and medium hotels. Although many hotels adopt sustainable practices such as waste sorting, towel reuse, refillable amenities, water refill stations, and energy-saving systems, guest participation often remains inconsistent. This gap is partly due to communication, sustainability infrastructure, and the guests' intention-behavior gap. Drawing on a qualitative case study of Phuc Thao Villa in Hoi An, Vietnam, this research investigates how context-embedded green nudges can make existing green practices more visible, understandable, and actionable, thereby enhancing guests' engagement with those initiatives. The study involved site observation, pre-intervention interviews with international guests and the hotel owner, the collaborative design and implementation of green nudges, and post-intervention interviews with the same guests. The findings show that green nudges placed at key points of action, such as bathrooms, waste bins, switches, and public areas, helped clarify expected behaviors and reduce cognitive effort. Visual icons, gentle messages, and contextual explanations improved guests’ understanding of practices. Rather than forcing behavior change, the nudges supported guests in translating their existing environmental values into situated, low-effort actions. This study contributes to sustainable hospitality and nudge theory by showing that green nudges do not merely influence individual choices. They also structure the service environment by bridging hotel infrastructure, guest perception, and behavioral engagement. The findings suggest that small and medium hotels can use low-cost, context-sensitive nudges to improve guest participation in green practices without requiring major infrastructural investment.

    Abstract ii 摘要 iii TABLE OF CONTENTS iv LIST OF FIGURES vii LIST OF TABLES viii CHAPTER 1 INTRODUCTION 1 1.1 Research Background 1 1.2 Research Motivation 4 1.3 Research Objectives and Questions 6 1.4 Research Flow 8 1.5 Key Terminology and Concepts 8 CHAPTER 2 LITERATURE REVIEW 10 2.1 Sustainable Development in Small and Medium Hotels 10 2.1.1 Concept of Small and Medium Hotels 10 2.1.2 Definition and Characteristics of Green Practices as Sustainable Development in the Hospitality Industry 12 2.1.3 Green Practices in Small and Medium Hotels 15 2.1.4 Barriers and Constraints Towards Implementing Green Practices in Small and Medium Hotels 17 2.2 Guest Behavioral Engagement with Green Practices 18 2.2.1 Definition of Guest Behavioral Engagement 18 2.2.2 Behavioral Barriers and the Intention-Action Gap 20 2.2.3 Current Hotel Strategies for Behavioral Change 22 2.3 Green Nudges as a Behavioral Design Strategy 23 2.3.1 Concept and Typology of Nudge 23 2.3.2 Green Nudges Concept in Sustainability 25 2.3.3 Green Nudges Taxonomy 26 2.3.4 Effectiveness, Limitations, and Ethical Dimensions of Green Nudges: Implications for Behavioral Engagement and Design 31 CHAPTER 3 RESEARCH DESIGN AND METHODS 34 3.1 Research Framework 34 3.2 Research Method 35 3.2.1 Semi-structured In-depth Interview 35 3.2.2 Direct Observation 36 3.3 Case Introduction 37 3.3.1 Selected Criteria 37 3.3.2 Case Background 37 3.4 Data Collection 39 3.4.1 Source of Data 39 3.4.2 Sampling Criteria 39 3.4.3 Data Collection Plan 40 CHAPTER 4 DATA COLLECTION AND ANALYSIS 45 4.1 Green Nudges in the Hospitality Industry 45 4.1.1 Concept and Typology of Green Nudges 45 4.1.2 Applicable Green Nudge Taxonomy in Hospitality and SMHs 45 4.2 Exploring the Current Green Practices and Behavioral Patterns 48 4.2.1 Site Observation 48 4.2.2 Thematic Analysis for Pre-intervention Interview Data 52 4.3 Green Nudge Implementation and Behavioral Outcomes 65 4.3.1 Development and Implementation of Green Nudges 65 4.3.2 Post-Intervention Thematic Analysis for Behavioral Outcomes 72 CHAPTER 5 DISCUSSION & CONCLUSION 82 5.1 Discussion 82 5.1.1 Operational Profile and the Visibility Paradox of Green Practices at Phuc Thao Villa 82 5.1.2 Designing the Green Nudge Strategy 84 5.1.3 Guest Behavioral Engagement Following Nudge Implementation 86 5.1.4 Design Guidelines for Green Nudge Strategy in SMH Contexts 87 5.2 Theoretical Implications 90 5.3 Practical Implications 94 5.4 Limitations 96 5.5 Future Research 98 5.6 Conclusion 100 REFERENCES 103 Appendix A 116 Appendix B 121

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