This study identifies and investigates the tourists’ decisions of selecting Green B&B and uses the resource efficiency to provide the service that satisfy customers’ needs and expect to create competitive advantages. 136 questionnaires were received from the 14 Green B&B with closed-ended questionnaire. Kano model and Multinomial Logit Model (MNL) are used to analyze in this research. The purposes of this study are 1.Using Kano model to analyze the domestic Green B&B facilities and service and customers’ satisfaction are in two-dimensional quality characteristics; 2. To find the main factors that customers choose Green B&B from the survey results; 3.Using multinomial logit model to sort and un-sort the factors to understand the essential elements for green business operation; 4. The research results will provide to Green B&B business operators as the information to assess and manage Green B&B and expect to contribute the development of Green B&B and promote Green B&B in the future.
The research results showed that female and ages between 21-30 years old customers considered no overused the sources and.Green B&B provided organic farming to them. 31-40 years old consumers emphasized on recycling and special activities on holidays; 51-60 years old customers concerned the climate changing issue more. University/college education level customers considered no overused the source and climate change issue. Under NT$10,000 personal income customers considered the green building and saving energy more. Between NT$40,001- NT$50,000 customers needed organic farming. Above NT$70,001 customers paid more attention on the no overused the sources and safety.
