Utilizing the Kano Model to Investigate Quality Attributes of Green Tourism

In recent years, global climate abnormalities and disasters happening everywhere have made people begin to emphasize the issues of environmental protection, energy consumption and carbon reduction. In addition, green consumerism and the green energy industry have become hot topics globally. As the national income increases, tourism has become a part of many people’s lives. Since the demand for tourism among modern people is inevitable, a green tourism model is emerging, which emphasizes high efficiency, low consumption, and minimizing damage to the environment. So far, the tourism and service industry in Taiwan has started on a trend towards low carbon. Green tourism has transformed from ecology tours in mountains and woods into tours placing more emphasis on environmental protection and carbon reduction for people to enjoy and experience cultural ecology. The objective of this research are to: (1) analyze the two-dimensional quality element attributes of services in green tourism products, and (2) investigate the differences of demographic variables on the two-dimensional quality attributes of services in green tourism products. This research sums up 8 attractive quality elements, 13 linear quality elements, and 3 indifferent quality elements in 24 green quality elements. There are no must-be quality elements or reverse quality elements, which shows green tourism products have a positive effect on improving consumer satisfaction.