優惠票價推動公共運輸接駁之政策成效評估：以台灣好行日月潭線為例

Evaluation of the Effectiveness of Discounted Fare Policies on Promoting Public Transportation Shuttle Services: Taiwan Tourist Shuttle’s Sun Moon Lake Route as an Example

本研究旨在評估台灣好行日月潭線優惠票價政策提升公共運輸接駁的成效，採用差異中差異概念，以2015至2019年電子票證搭乘旅次資料，分析票價優惠對不同持票身份族群（成人票、學生票、敬老票）搭乘旅次的影響。研究結果指出，票價優惠政策顯著提升成人票與學生票搭乘公共運輸的意願。其中，成人票觀光接駁旅次需求彈性大於1，顯示票價優惠在促進景點接駁搭乘率上成效顯著；學生通學的旅次需求彈性最低。進一步的財務分析顯示，從政府直接補貼成本與增加票價收益來看，票價優惠政策雖不符成本效益原則，但若考量因優惠票價政策額外增加旅客在當地的消費支出，整體加總的經濟效益應足以彌補此補貼成本，符合政策推行的正當性與合理性。此外，本研究發現優惠票價政策搭配觀光旅遊節慶與特定活動，可以鼓勵公共運具利用率，進而提升整體觀光政策效益。

This study aims to evaluate the effectiveness of the Taiwan Tourist Shuttle’s Sun Moon Lake Route’s discounted fare policy. Utilizing the electronic ticket transaction data from 2015 to 2019 and the difference-in-differences method, this study investigates the policy impacts of fare discounts on ridership among different ticket-holder groups (adults, students, and elderly passengers). Results indicated that fare discounts significantly increased adult and student passengers’willingness to take public transportation. In particular, the demand elasticity of ticket fares for adult sightseeing trips was greater than 1, demonstrating substantial effectiveness in promoting scenic shuttle usage through fare discounts. Conversely, student commute trips for schooling were inelastic, with the lowest elasticity in the study. Further analysis of the financial data revealed that direct government subsidy costs outweighed the increased revenue, implying that the policy is economically inefficient. Nevertheless, with the consideration of tourists’local consumption expenditures, the overall economic benefits sufficiently offset the subsidy costs, justifying the policy’s implementation. Additionally, comparative analysis among the three ticket-holder groups suggested that flexibly lowering fare policies to coincide with tourism seasons and specific events may further enhance public transportation usage and overall tourism policy effectiveness.