- 學位論文
台灣-廈門旅客選擇運輸方式之研究
A study on the choice behavior of Transportation modes of Taiwan-to-Xiamen travelers
摘要
現今台灣往來於廈門地區之運輸方式包括三種運輸方式，航空直航、金馬小三通，以及客輪直航。在如此多樣化的選擇之下，旅客對於運輸方式選擇行為之影響因素就顯得重要。比較直航及小三通兩種運輸方式，直航雖無需轉機，飛行時間只需要約莫80分鐘，但目前班次密度不足；相較於直航，小三通可以提供密集班次，節省等候時間，此兩者運輸方式各有優缺點。近來，政府也積極規劃引進兩岸快速客輪，預估旅行時間僅約2小時，為此，本研究乃利用敘述性偏好法，蒐集來往於台廈兩地之台灣旅客，對於航空直航、金馬小三通，以及快速客輪之選擇偏好。研究結果發現，旅行成本、旅行時間皆為影響選擇行為之顯著共生變數，而票價補助、同行人數、旅次目的等特定變數亦有顯著之影響。分析結果應可供業者經營兩岸運輸方式時擬定營運策略之參考。
並列摘要
Nowadays, people traveling between Taiwan and Xiamen can use air direct flight, mini-three-link, and cruise. Direct flights provide non-stop services and only spend 80 minutes on the trip. However, the frequency of flights is shortage for the time being. Compare to direct flights, mini-three-link offers more frequency and cheaper fare, but passengers need to transfer different mode at Kinmen. Recently, government plans to introduce a new mode to travel between Taiwan and Xiamen, speed cruise, which only spends two hours of travel. This provides a new dimension of transportation mode for travelers traveling between Taiwan and Xiamen. This study uses stated preference method to collect Taiwanese travelers’ preferences in choice of transportation modes from Taiwan and Xiamen. The multinomial logit (MNL) model is further used to determine the important factors influencing passengers’ choices. The outcomes indicate that travel cost as well as travel time are the two important variables that influence passengers’ decisions significantly. Besides, subsidy, the number of accompanies, and trip purposes also have significant impacts. This study can provide some insights for industries to set marketing strategies.