臺灣好行觀光意象之偏好與願付價格研究

Preferences and willingness to pay for tourism images of Taiwan Tourist Shuttle Travel services

本研究以需求者角度探討服務客群潛在屬性，進行遊客、觀光相關業者及公部門對於觀光運具供需之檢視，歸納選擇臺灣好行觀光運具之主要因素；結合臺灣好行遊程所能獲得之觀光意象及其與路線觀光吸引力或體驗，探究具推行潛力之目標客群。本研究以臺灣好行黃金福隆線為案例，調查觀光客對於臺灣好行上導覽解說服務的付費意願，結果發現願付價格受到受訪者性別、年齡、所得條件的影響。根據分析結果，臺灣好行黃金福隆線可以設定年輕族群為目標市場，提供適當的導覽解說服務以提升營運收入。此外，臺灣好行運具上所提供之導覽解說的方式與體驗參與程度也會影響願付價格的高低。本研究結果可提供予公部門與營運者參考，有助於相關營運策略與補貼評估準則之擬定。

To ease the congestion of tourism destinations from private vehicles in peak hours, the Tourism Bureau developed the Taiwan Tourist Shuttle Travel (TTST) services to seamlessly connect the main transit terminals and tourism destinations in 2009. TTST services improve the service quality of transportation and achieve the carbon emissions reduction resolutions, simultaneously. However, the operators have identified TTST services as public transit for tourism purpose trips rather than tour buses, bringing insufficient passenger volume. The authorities thus subsidize the operation as well as marketing costs of TTST services. For satisfying the tourist demands, the tourism elements integrating tourism facilities along with tourism services should be provided to construct the tourism image of TTST service and improve the attractiveness. Accordingly, this study explores the attributes of potential passengers based on the perspectives of consumers. Moreover, both the supply side and demand side of TTST services including tourists, tourism industries and authorities are considered to induce the essential factors influencing the choice behavior on TTST services. This study suggests marketing strategies for the target customers via analyzing the tourism images and their interactions with destination attraction as well as tourist participation experience during the TTST tour. Therefore, this study investigates the willingness to pay and critical tourism images affecting passenger volume of TTST service for present and potential tourists using revealed and stated preference survey, respectively, rather than the modal choice behavior in tourism destinations. Furthermore, the Bass diffusion model is employed to simulate the impact of strategies on passenger volume of TTST services, and assists planners in allocating resources.