來臺觀光旅客之都市公共運具選擇

Urban Public Transportation Mode Choice of International Tourists to Taiwan

李映廷(Ying-Ting Li)

指導教授 ： 蕭傑諭

國立交通大學/管理學院/運輸與物流管理學系/碩士(2018年)

摘要

隨著航空業之蓬勃發展，國際旅客人數不斷的成長，對於旅遊勝地之交通系統造成影響，然而外籍旅客於都市內旅遊時，其交通工具不外乎為捷運、公車與計程車，為了提倡大眾運輸，希望能透過瞭解旅客之運具選擇影響因素，進而利用需求管理方式吸引旅客搭乘，以提高其市佔率。過去在探討旅客運具選擇議題之研究對象較多為通勤與國內旅客，鮮少針對外籍旅客，並且不同特性之旅客在做運具選擇時，考慮之因素也不盡相同，因此本研究探討來臺旅遊之旅客的運具選擇行為，分析不同族群對於相同因素的敏感程度差別，以及瞭解在不同情況下，捷運、公車以及計程車之替代性與互補性。
　　本研究透過問卷方式瞭解來臺都市內旅遊之旅客對於運具選擇的偏好，參考過去文獻之影響變數，以敘述性偏好方式設計問卷，並使用多項羅吉特與潛在類別羅吉特模式進行校估。由研究結果發現，在運具屬性方面，影響旅客之因素為票價、行車時間、轉乘次數等；而在個人屬性方面，影響旅客之因素為月收入、中文能力、在居住地搭乘大眾運輸之習慣等。透過潛在類別羅吉特模式可以將旅客分為兩群，第一群之旅客有較高的機率為偏好搭乘低成本航空來臺之學生，對於票價較敏感；第二群之旅客有較高的機率為月收入高於10萬且中文能力好之旅客，較不能接受公車的轉乘次數。
　　透過選擇機率分析，可以發現除了少數情況下，對於族群二來說捷運與公車為互補關係，其餘情況下不論對於哪個族群來說，捷運、公車與計程車皆為替代關係。在政策模擬方面，推行離峰票與外籍旅客卡能提升大眾運輸之市占率，並且較能吸引非日本籍且偏好購物地區之旅客搭乘。

關鍵字

潛在類別邏輯特模式 ； 運具選擇 ； 國際旅客 ； 市場區隔

並列摘要

With the vigorous development of the aviation industry, the number of international tourists continues to grow. That has impacted the transportation system of resort. While when the tourists travel in the city, they would take metro, bus or taxi. To promote the mass transportation, we hope to realize which factor will affect tourists’ transportation mode choice and then use transportation demand management to increase market share. Previous literatures mostly explored the factor affecting transportation mode choice of commuters and domestic tourists, but less focus on the international tourists. Besides, different characteristics of tourists has different considering factors. Thus, this study explored the transportation mode choice of international tourists to Taiwan, and analyze the differences in sensitivity of different group to the same factors, finally realize the complementary and substitution between metro, bus and taxi in different situations.
This study discovers tourists’ transportation preference by questionnaire. The questionnaire is conducted by stated preference, and use data to modeling the multinomial logit and latent class logit model. The results revealed that the attributes of transportation affecting tourists are total cost, travel time, and transfer times etc. The attributes of socioeconomic are salary, Chinese ability, and the frequency of taking mass transportation in the place where tourists live etc. Latent class logit model divided tourist into two group. The one group(group1) is students who prefer take low-cost carrier, and they are more sensitive to total costs. The other group(group2) is tourists who are good at Chinese and their monthly salary exceeds 100 thousand dollars. This group are more sensitive to bus transfer times.
According to choice probability analysis, in a few situations, there are substitution relationship between metro and bus for the group2. The remaining situations are whether for group1 or group2, the relationship between metro, bus and taxi are substitution. The results of policy simulations revealed that if there were peak-off tickets and foreign tourist tickets, that will increase mass public market share. Tourists who are not Japanese and prefer shopping area are more likely to take mass transportation because of these tickets.

並列關鍵字

Latent class logit model ； Transportation mode choice ； International tourists ； Market Segmentation

參考文獻

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