共享自行車系統對外國遊客城市旅遊滿意度的影響

Does a Bike-sharing System Matter to Destination Satisfactions of Foreign Tourists?

陳暐婷(Wei-Ting Chen)

指導教授 ： 林楨家

國立臺灣大學/理學院/地理環境資源學研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.00590

摘要

全球化使國際遊客流動的人數和頻率增加，聯合國世界旅遊組織預估2020年全球國際入境旅遊人數將上升到近16億。若要發展城市旅遊在國際上的吸引力，國外遊客的觀點必須格外重視。提供高品質服務以確保遊客滿意度，能夠帶動口碑、忠誠度、介紹和再訪率，因此是成功的旅遊目的地營銷關鍵之一。對遊客而言，城市運輸是遊客在城市移動不可或缺的服務系統，特別是公共運輸。共享自行車系統(Bike Sharing System, BSS)目前已在全球800個城市颳起旋風，此種新興的公共運輸且有潛力發展為城市旅遊的綠色運輸模式，然而，BSS對外國遊客城市旅遊滿意度的影響究竟為何？尚為學術界未被探討的問題。
為了釐清BSS和城市旅遊滿意度之間的關聯，首先透過文獻回顧預建一套有彈性之分類系統，再以配額及立意方式取樣訪談對象，進行半結構性個案訪談。根據訪談結果，以詮釋探究關聯性，提出解釋框架、研擬假說。繼而統整影響外國遊客使用BSS進行城市旅遊的因素，使用度假滿意模型量身打造適合台北城市旅遊的旅遊滿意度屬性。接著，對使用BSS進行城市旅遊的外國遊客進行問卷調查，採用李克特七等分量表搭配臉部量表，調查其對城市旅遊的滿意度、BSS各項績效表現、個人資料等，蒐集了400份有效樣本。
因旅遊滿意度屬於次序離散資料，採用次序Logit迴歸分析，實證研究得到以下結果：第一，BSS績效表現顯著地影響外國遊客城市旅遊滿意度，包括購物、餐廳、旅館、人情味、運輸、吸引力、環境、整體滿意度等。第二，旅遊滿意度顯著地受到性別、年齡、教育程度、個人年收入、旅程時是否下雨、洲別的影響。第三，對外國遊客城市旅遊滿意度有顯著影響的BSS變數中，以自行車品質為最關鍵的因素。本研究結果提供公共運輸對城市旅遊滿意度影響的新知識，並提供推廣城市旅遊策略的新面向。

關鍵字

共享自行車系統 ； 公共自行車系統 ； 旅遊滿意度 ； 次序Logit迴歸

並列摘要

Due to globalization, international tourists are increasing in quantity and frequency. The United Nations World Tourism Organization predicts the number of inbound tourists will rise to 1,600 million in 2020. International tourists' consumptions boost economic developments of tourist destinations, so their viewpoints should be valued to develop a city's attractions. Providing high-quality services to elevate tourist satisfaction is related to enhancing tourist loyalties, willingnesses to recommend destinations and decisions of revisiting. So, tourist satisfication plays an important role in planning tourism services. Being a key factor of tourist destinations, transportation systems have significant effects on tourists’ satisfactions. The bike-sharing system (BSS) has been developed as an emerging public transport system in over 800 cities in the world, and it has potentials to be a green transport mode for promoting city tourism. However, how is BSS related to international tourists’ satisfications? This issue has not been well explored yet.
To clarify the relationship between BSS and tourist satisfaction, this study identified the tourist satisfaction attributes and BSS performances and proposed hypothetical relationships between them based on a literature review and face-to-face interviews with foreign tourists in Taipei, Taiwan. To adopt measures suiting local conditions, this study used the HOLSAT (Holiday Satisfaction) survey instrument to measure the attributes of tourist satisfactions. Then, a questionnaire survey was conducted on the foreign tourists in Taipei. The participants’ responses were measured using a 7-point Likert scale and a face scale. 400 effective responses were successfully collected as sample data.
The sample data were analyzed using ordered logit regressions and reached the following findings. First, the BSS does matter to tourist satisfactions in terms of shopping, restaurant, accommodation, transportation, attractions, residents' attitudes, environment, and overall satisfaction. Second, the influences of BSS on tourist satisfactions varied significantly according to their genders, ages, educations, incomes, weather experiences and homelands. Third, the bike condition of BSS is the most influential attribute in explaining tourist satisfactions. The empirical results of this research provide new knowledge about the role of public transport in explaining tourist satisfactions and produce fresh policy directions for promoting city tourism.

並列關鍵字

bike-sharing system ； public bike system ； destination satisfaction ； ordered logit regression

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