We concluded that many hotels have benefited from green management such as enhanced reputation and more
quality customers. For the business reputation, it reduces business’s cost for posting advertisements and the clear
hotel’s orientation shows hotels’ positive image, which might increase employees’ identification toward the
business. In parallel, the green marketing is effective. When consumers have positive perception, concept, and
recognition towards green hotel, they can be attracted by the green hotel concept and participate in
environmental protection themselves. It is very beneficial that a hotel would be able to provide a better
environment while enhancing customers’ educational level at the same time.
In fact, no matter in Taiwan or other countries, the concept of green hotel has become an irreversible trend and it
will become one of the key indexes for anti-green house effect in the near future. Travel is an important part for
people in the modern society, so choosing a green hotel to stay might be the best way to connect consumers and
environmental protection. The major challenge is that we do not know if consumers can accept and cooperate
with hotels’ green measures since it is highly potential them to be opposed with this idea of environmental
protection. If they shoe content with the hotels’ green concept, the result of the measure will be very significant.
Managers indicated that not only does green hotel attract highly educated consumers; it can also save energy
through educating consumers, improving hotel and the whole society’s environment. Overall hotels, through the
mass media service, hotels will gain good impact for making efforts on environmental protection.