旅遊交通工具的選擇對旅遊消費支出決策影響之研究：Seemingly Unrelated Regression估計法

The Impact of Transport Mode Choices on Determinants of Travel Expenditure : Seemingly Unrelated Regression Approaches

自2001年起政府實施週休二日，促使國人旅遊需求增加，也造成國人每人每次旅遊消費額的增加，帶動國內旅遊相關產業的投資，顯示遊客旅遊消費支出對旅遊業發展的重要。本研究將旅遊消費支出型態分為旅遊總消費、交通費、住宿費、餐飲費與購物，並利用2012年之「國人旅遊狀況調查」資料，以SUR 模型分別推估「自用汽車旅遊者」與「大眾運輸旅遊者」的旅遊消費支出。研究發現，不同交通工具選擇族群之旅遊消費決策是不一致的，職業變項在「大眾運輸旅遊者」模組對旅遊消費支出的影響力甚小，甚至多數不具影響效果；反之，在「自用汽車旅遊者」模組多數呈現影響效果。故旅遊業者可針對不同交通工具的族群規劃旅遊商品，以滿足不同市場的消費需求。

Since 2001, when a two-day off per week policy was inaugurated, domestic tourism has soared significantly. Accordingly, both the average spending per person per trip and the number of domestic tours have grown, encouraging investments in related industries. This research explores the effects of transport choices on personal travel expenditure.It exhibits tourism expenditure in five patterns: total travel, transportation, accommodation, food and beverages, and shopping. This study adopted data from the Bureau of Tourism’s Domestic Travel Survey 2012 and used Seemingly Unrelated Regression Equations (SUR) to estimate tourists’ expenditure on two travel modes: public and private transport.The occupational variables in the public mode indicate very little influence on tourism expenditure, whereas the variables in the private mode exhibit significant influence on the tourism expenditure.Therefore, tourism industries are well advised to map out different travel products for tourists from different transportmodes in order to meet consumer demand in different markets.