在全球綠色旅館的趨勢下，台灣環保旅館卻為數不多、且力圖生存，市場定位不明確與缺乏創新策略 為主因。故本文以網路群組立意抽樣，調查具住宿經驗之國人(N=330),並以創新機會模式 (Innovation-Opportunity Analysis,簡稱IOA)分析其市場定位與相對應之創新策略。環保旅館市場之關鍵因 素含7個構面與26項準則，其中「旅館基本條件」、「政府」、「機會」及「消費者環境素養」等構面達 〈非常重要〉之程度。整體而言，重要度均高於滿意度。市場定位有「環保深化」、「鞏固聯結」、「服 務優化」與「跨業推動」，所對應之創新策略分別為「創新」、「持續」、「改善」及「造市」等。最後 提出實務管理意涵與建議，期能提供業者與政府推動環保旅館之參考。

Though confronting the global green hotel trends, Taiwanese green hotels are still few and strive for competition. It is mainly due to the uncertain market positioning and the lack of value creation. To solve this problem，the study is aimed at exploring the market positioning and value creation strategy of green hotels to compose the survival strategy. The method of on-line Judgmental Sampling is used to investigate those consumers with consuming experience of hotel accommodation in Taiwan. It turns out that there are 330 questionnaires available for analysis using SPSS 22 software and IOA (Innovation-Opportunity Analysis) model. The result indicates that the older consumers with higher education and incomes are more concerned about the environmental issues than the others. Also，there are 7 dimensions and 26 criteria are derived as the key market factors of green hotel. Of them, “basic hotel conditions”，“government initiatives”, “opportunities” and “consumers environmental awareness” reach to the level of very importance. Generally, the degree of importance emerges higher than that of satisfaction of each criterion. Furthermore，the IOA model identifies the positioning of the green hotels. It can be labeled as ‘deepening environmental protection’，‘consolidating green leagues’, ‘improving service quality’ and ‘cross-industry campaign’. Corresponding to each market position above, the innovation strategy can thus be proposed as “to innovate ”, “to sustain ”, “to reform” and “to create”. Finally, the implications are presented，hopefully，to be useful for survival strategy of green hotels.