探討兩種不可儲存服務商品結合之旅客選擇行為──以高鐵與飯店服務為例

EXPLORING THE CUSTOMER’S CHOICE BEHAVIOR TOWARDS TWO COMBINED PERISHABLE PRODUCT SERVICES─ EVIDENCE FROM HOTEL AND HIGH-SPEED RAIL SERVICES

高鐵及飯店所提供之服務均不可被儲存，亦皆存在剩餘容量之有效運用問題。然過去並沒有太多文獻同時探討兩種服務結合後消費者選擇之行為。故本研究嘗試將高鐵與飯店兩種不可儲存服務商品結合，利用敘述性偏好法設計出由不同屬性變數值組合成之方案，透過個體選擇模式探討在各種方案下旅客之偏好選擇行為，並輔以彈性分析與敏感度分析了解各屬性變數對偏好之影響程度。研究結果發現，旅行成本、旅行時間、退票額度限制皆為影響選擇行為之顯著變數，如價格調降至六折，再搭配某些套票之使用限制，將使高鐵搭配飯店之產品市佔率提高至五成以上，當價格調降更多，搭配限制更多時，會使市佔率有更明顯的提升。另外實證結果也發現家庭有無小孩，對於消費者選擇行為有很大之影響，研究結論與管理上之意涵應可提供高鐵與觀光業者合作時行銷策略擬定之參考。

This study aims to investigate the customer’s choice behavior towards two combined perishable products service-evidence from hotel and high-speed rail services. Most past researches rarely studied customer’s choice behavior towards two combined perishable product services, such as hotel and high- speed rail services. Therefore, this study adopts the stated preference method to obtain the possible alternatives with combinations of attribute variable levels. The discrete choice model-multinomial logit model-is adopted herein to formulate the consumer’s choice by considering the tradeoffs between the travel cost, travel time, limitation on riding time, refund limitation and reservation limitation. The sensitive analysis is also conducted to examine the impact of various scenarios on a consumer’s choice. Our result indicates that an appropriate pricing strategy combined with some limitations on customers can induce additional demand. Travelling with or without infants is a significant variable for customers traveling with family to make a decision on choosing a combined traveling alternatives. Several managerial implications are included and can be useful for the decision makers of hotel and high speed rail system operators in terms of marketing strategies planning.