4a99350c-190d-4d25-8578-534bae7dc1c320210210125154226wseamdt@crossref.orgMDT DepositWSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS1109-952610.37394/23207http://wseas.org/wseas/cms.action?id=4016211202021120201710.37394/23207.2020.17http://wseas.org/wseas/cms.action?id=23182Research on the Factors of Developing Green Hotels in Resort HotelsChien-ChungYuGraduate School of Business and Operations Management of Chang Jung Christian University, TAIWAN, and Department of Tourism and Recreation Management, Fooyin University, TAIWANChun-ChuLiuCollege of Continuing Education, Chang Jung Christian University, TAIWANTaiwan's green mark system has been implemented since 1993. As the “green purchase” clauses are regulated in the government procurement law, Taiwan sets a world precedent and becomes the first state to legislate to promote “green procurement”. The issue arises that leisure hotels face sustainable operation and green energy protection within the climate of reduced customer sources and fierce competition. The paper hence explores three aspects of “purchase, operation and marketing” to evaluate the weight of willingness and decide the priority in association with application of AHP and 12 experts. With the analysis of the AHP, senior executives in the industry expressed there is difficulty in promoting "production history" and "supply chain management". Though recently there have been many food safety incidents in Taiwan, enterprises are pursuing profits instead of emphasizing enterprise social responsibility. In this regard, this study is concerned with how companies pay attention to public issues in business decision-making and contribute to social responsibility despite of reasonable profit-making. This study thus ranks selected indicators and proposes conclusion and suggestion to provide evaluations to the potential green hotel owners.52920205292020570578https://www.wseas.org/multimedia/journals/economics/2020/b145107-970.pdf10.37394/23207.2020.17.56https://www.wseas.org/multimedia/journals/economics/2020/b145107-970.pdf10.1002/mar.20698Pagiaslis, A. & Krontalis, A. K., Green (2014), consumption behavior antecedents: environmental concern, knowledge, and beliefs, Psychology and Marketing, 31(5), 335-348.10.1016/j.ijhm.2014.11.004Han, H., & Yoon, H. J. (2015), Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism. International Journal of Hospitality Management, 45, 22-23.10.1177/1938965513504483Baker, M. A., Davis, E. A., and Weaver, P. A. (2014), Eco-friendly Attitudes, Barriers to Participation, and Differences in Behavior at Green Hotels, Cornell Hospitality Quarterly, 55(1), 89-99. 10.1016/j.jclepro.2006.05.013Rex, E., & Baumann, H. (2007), Beyond ecolabels: what green marketing can learn from conventional marketing. Journal of cleaner production, 15(6), 567-576. Semprebon, E., Mantovani, D., Demczuk, R., Maior, C. S., & Vilasanti, V. (2018), Green consumption: a network analysis in marketing. Marketing Intelligence & Planning, https://doi.org/10.1108/MIP-12-2017-0352. 10.1016/j.sbspro.2012.09.1167Ray W. (2012), The investigation of Green Best Practices for Hotels in Taiwan. International Conference on Asia Pacific Business Innovation and Technology Management. Procedia - Social and Behavioral Sciences, 57, 140-145.10.1108/md-10-2018-1092Aasha Sharma and Cyril Foropon (2019), Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 2019, pp.1018-1042. Emerald Publishing Limited 0025-1747 DOI 10.1108/MD-10-2018-1092.10.1007/s10551-016-3376-3 Perera, C., Auger, P., & Klein, J. (2018). Green consumption practices among young environmentalists: a practice theory perspective. Journal of Business Ethics, 152(3),843-864.10.1016/j.jclepro.2017.12.002Christopher Groening, and Qingyun Zhu (2018), Green marketing consumer-level theory review: A compendium of applied theories and further research directions, ournal of Cleaner Production 172(2), 1848-1866.10.1016/j.ijhm.2018.04.007Yong Joong Kim; Woo Gon Kim; Hyung-Min Choi; Kullada Phetvaroon (2019), The effect of green human resource management on hotel employees’ ecofriendly behavior and environmental performance. International Journal of Hospitality Management, 76, 83-93.