低碳觀光目的地運具選擇偏好行為之研究

Tourism Mode Choice Preferences of a Destination with Low-Carbon Images

本研究探討遊客造訪低碳觀光目的地時運具選擇行為受哪些關鍵運輸屬性影響，包含旅行成本、等候時間、接駁步行時間及運具整合資訊變數。此外，也進一步探究觀光屬性變數效果，諸如解說導覽、碳匯券、減碳量化資訊對觀光運具選擇機率的影響。本研究設計敘述性偏好問卷來獲得遊客回應，並以小金門為研究標的。多項與巢式羅吉特模式被應用來進行參數估計，以發掘遊客在選擇排碳機車、電動機車、公車、電動高爾夫球車、計程車方案上所考量的關鍵因子。研究結果顯示除運具等候時間、步行時間之外，其他屬性變數皆具有統計顯著性。遊客的觀光運具選擇行為除受到運輸屬性影響之外，也受到觀光屬性影響。研究成果可做為低碳觀光運具發展與推動參考。

In order to understand tourists’ behaviors while facing multiple modealternatives in a tourist spot, this study addresses the issue of tourism modepreferences through the investigation of a destination with low-carbon images. Wediscuss the impacts of transportation-related attributes on the preferences of tourism modes such as travel cost, waiting time, access walking time, and provision of travelinformation system. In addition, we further explore the influences of tourism-relatedattributes such as provision of tour interpretation, compliment of low-carbonvoucher, and presentation of carbon saved while having the tour. A stated-preferencequestionnaire is then developed to have responses from tourists facing five tourismmode alternatives (i.e. motorcycle, electric motorcycle, bus, electric golf cart, taxi)while travelling in Little Kinmen. Multinomial and nested logit models are appliedto estimate influential parameters. The results show that all adopted attributesincluding transportation- and tourism-related ones are statistically significantexcept for waiting time and access walking time. In short, tourists’ preferences oftourism modes are affected not only by transportation-related attributes, but also bytourism-related ones. The findings of this study shed lights on the development oflow-carbon tourism modes for maintaining sustainability in a destination.