本研究將前往墾丁國家公園旅遊之遊客依其旅遊動機進行市場區隔後，將遊客區分為「綠色積極」、「綠色冷感」和「綠色漠視」三大集群，同時分別對遊客至墾丁旅遊的動機、對綠色消費的行為、對綠色消費的態度進行因素分析將其簡化成數個因素組合，探討不同遊客集群間之國家公園遊客社經背景、旅遊特徵、旅遊動機因素、綠色消費行為因素、綠色消費態度因素、國家公園遊客對於綠建築旅館之願付價格和遊客對於綠建築旅館之住宿意願差異性關係。
研究結果發現「綠色積極」集群遊客至墾丁旅遊動機以吸收新知為主希望在旅程當中能造訪各式不同景點並學習到新知識且其為此三群中最具環保意識之群組，平日進行消費時亦會遵行綠色消費原則並對綠色消費之態度抱持正面之看法。而此群組對於綠建築旅館之住宿意願亦為三集群中最高者，其願意額外付出13.85 %之金額進行綠建築旅館住宿消費。「綠色冷感」集群至墾丁旅遊則主要係為放鬆身心、舒緩平日之壓力，而其對綠色消費行為之重視則較第一集群少且對於綠色消費之態度亦偏向反面消極，但其對於綠建築旅館亦有住宿之意願並且願意額外付出9.93 %之金額來進行住宿消費。而第三集群「綠色漠視」則為此三集群裡對綠色消費行為、態度之落實與認同度最低者，而其在平日進行消費時亦有可能因廣告或他人之影響而產生過量消費之情形，而此集群之遊客對於綠建築旅館之住宿意願只有普通程度，但其還是願意對綠建築旅館額外付出相較於一般旅館8.35 %的房價來住宿。The purpose of this research was to discuss the tourists' willing to pay for greening building hotel in Kentin national park and explore the tourists' motive to Kentin national park, green consumption behavior and attitude. Further find the difference between socio-demographics, travel characteristic, tourist motive factors, green consumer behavior factors, green consumer attitude factors and the willing to pay for green building hotel. According to behavior factors, tourists can be categorized into three groups: committed environmentalistst, occasional environmentalists and non-environmentalists.
The result shows that the reason for committed environmentalistst visit Kentin national park was learning new things and this group has more environmental consciousness than other two groups. This group also willing extra to pay 13.85 % to live in green building hotel and the other two groups only willing extra to pay 9.93 % and 8.35 %.
