高雄捷運通車對橋頭糖廠遊客出遊頻度之影響

高雄市為降低私人運具需求，減少交通擁擠程度，於2008年起開通高雄捷運，期將高雄市塑造為大眾運輸導向之永續發展城市。本研究以橋頭糖廠站為研究對象，探討高雄捷運興建對於遊客至捷運站週遭觀光地區之遊憩動機與頻度是否有明顯改變，透過問卷調查方式量化研究結果，以利了解大眾對高雄捷運之意象與遊憩動機。結果顯示，遊客搭乘捷運出遊至橋頭糖廠，主要以交通可及性為影響地區觀光之重要因素，更間接影響景點知名度與遊客對於捷運之意象。根據以上結果，建議高雄捷運未來營運模式，相關捷運站點可與周遭休閒遊憩景點結合，藉由觀光作為推廣主題，增加遊客使用捷運從事觀光行為，建議業者可增加以觀光作為主之推廣活動，增加遊客出遊時搭乘意願，並藉由本研究結果，作為未來高雄捷運營運發展策略之參考基準。

關鍵字

高雄捷運；橋頭糖廠；目的地意象

並列摘要

Kaohsiung Mass Rapid Transit (MRT) was built in 2008 to decrease the demand for personal cars or motorcycles and heavy traffic. It indicated the reformation of public transit network transforming Kaohsiung into a modern city. In this study we investigated the effect tourists travelling by Kaohsiung MRT had on travel frequency and motivation. The results showed that while traveling to Ciaotou Sugar Refinery, tourists' choice of transportation was influenced not only by selection, but also by awareness of tourists' attractions and sites. Based upon the survey tourists' impressions, tourists can experience recreation when taking the Kaohsiung MRT. According to the above results, we recommend future planning of Kaohsiung MRT to include combining nearby tourist spots like Ciaotou Sugar Refinery, Sanduo Shopping District, and Central Park Sizihwan, to increase and change visitor transportation behavior. We proposed that use of commercials and arranged tours as a means to increase some tourism activities. The study results can be used as reference resources for Kaohsiung city planning in the future.