台灣好行觀光巴士遊客動機與重遊意願之研究：體驗價值的中介作用

An Investigation Study of Travel Motivation and Revisit Intention of Taiwan Tourist Shuttle Bus: The Mediating Role of Experiential Value

旅遊巴士作為旅遊交通工具，因其多元路線與方便性而深受遊客歡迎。然而，遊客是否會再次選擇搭乘旅遊巴士旅遊，成為相關單位關注的議題。本研究旨在研究遊客選擇搭乘台灣好行觀光巴士的旅遊動機、體驗價值及重遊意願。本研究進行立意抽樣，並透過社群媒體傳播網路問卷，從2022年10月15日至11月1日進行問卷調查。共回收622份有效問卷，並對研究假設進行統計分析。本研究的結果顯示：一、旅遊動機對重遊意願有正向影響；二、旅遊動機對體驗價值有正向影響；三、體驗價值對重遊意願有正向影響；四、體驗價值在旅遊動機與重遊意願之間具有中介效果。根據研究結果，本研究針對觀光巴士業者及旅遊業相關實務，提出改善建議，以供參考。

Sightseeing buses as a popular among tourists for their diverse routes and convenience as a means of travel. However, whether tourists would be willing to take Tourist Shuttle Bus again is an issue of great importance to the authorities concerned. Therefore, the purpose of this study is to investigate the motivation, experience value, and revisit intention of tourists traveling on the Taiwan Tourist Shuttle Bus. The survey was conducted with a sample of people who had ridden Taiwan Tourist Shuttle Bus an online questionnaire was created and forwarded to sample visitors through social media. The questionnaires were distributed from October 15 to November 1, 2022. 622 questionnaires were collected and statistically analyzed in response to the study hypotheses. The results of this study found that: (1) travel motivation positively influenced revisit intention; (2) travel motivation positively influenced experience value; (3) experience value positively influenced revisit intention; and (4) experience value had a mediating effect between travel motivation and revisit intention. This study also proposes recommendations for improving the practices of the tourist bus and tourism industry.