交通與旅遊數位整合平台對遊客運具選擇行為之影響-以中部地區為例
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2021
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為了提供交通與旅遊更優質的服務，交通部欲針對中部地區建置交通與旅遊數位整合平台「TaiwanPass」；TaiwanPass應用MaaS交通行動運輸概念，功能包括整合各縣市政府的熱門景點和產品，透過資訊科技整合所有交通運輸及相關食、宿、遊、購等優惠，提供國際旅客及國內旅客一站式觀光旅運服務，以顧客為核心(User-Centered)的整合性服務。本研究模擬在台中及南投兩地提供高鐵及國道方案，分別搭配公車和租賃車等四種組合，根據TaiwanPass設計不同誘因方案，透過誘因來了解民眾是否會誘因來改變運具選擇行為，從私人運具轉換運具至大眾運輸來達成此平台目的。本研究採用敘述性偏好建構高鐵和國道方案，發放網路問卷調查有中部地區旅遊經驗的民眾，了解影響民眾做出運具選擇的因素，再透過羅吉特模式建構運具選擇行為。根據基本資料分析，多數人依然會使用私人運具(自用小汽車)方案，但隨著誘因增加，民眾將從私人運具轉移至大眾運輸方案，其中以高鐵+租賃車方案最具競爭力，而影響民眾的因素包含旅行時間及旅行成本，本研究將根據以上資料彙整，提出行銷管理意涵、結論及建議。根據研究校估結果顯示，給予大眾運輸7折以上優惠時能有效影響民眾產生運具轉移；在彈性分析中，若將時間彈性和成本彈性相比，可以發現時間彈性大多不富彈性(小於1)，成本彈性較富彈性(大於1)，顯示民眾在旅行時對於時間限制較多，會選擇更快速的方式到達目的地，而在成本花費的彈性空間會依照目的性改變。
In order to provide better transportation and tourism services, the Ministry of Transportation and Communications (MOTC) intends to build TaiwanPass Platform, a digital integration platform for transportation and tourism in the central region. This study simulates the integration of popular tourist attractions and products of each county and city government, and provides one-stop sightseeing and transportation services for international and domestic tourists through information technology. This study simulates four combinations of high speed rail and national highway in Taichung and Nantou, and four combinations of bus and rental car, and designs different incentive schemes according to TaiwanPass. This study uses narrative preferences to construct the high-speed rail and national highway scenarios, and an online survey of people with travel experience in the central region to understand the factors that influence people's choice of transportation, and then constructs the transportation choice behavior through the Roget model. According to the basic data analysis, most people still use private transportation (car) options, but as incentives increase, people will shift from private transportation to public transportation options, with the high-speed rail + rental car option being the most competitive. According to the results of the study, the 30% or more discount on public transportation can effectively influence people to transfer their transportation. The elasticity of spending will change according to the purpose.
In order to provide better transportation and tourism services, the Ministry of Transportation and Communications (MOTC) intends to build TaiwanPass Platform, a digital integration platform for transportation and tourism in the central region. This study simulates the integration of popular tourist attractions and products of each county and city government, and provides one-stop sightseeing and transportation services for international and domestic tourists through information technology. This study simulates four combinations of high speed rail and national highway in Taichung and Nantou, and four combinations of bus and rental car, and designs different incentive schemes according to TaiwanPass. This study uses narrative preferences to construct the high-speed rail and national highway scenarios, and an online survey of people with travel experience in the central region to understand the factors that influence people's choice of transportation, and then constructs the transportation choice behavior through the Roget model. According to the basic data analysis, most people still use private transportation (car) options, but as incentives increase, people will shift from private transportation to public transportation options, with the high-speed rail + rental car option being the most competitive. According to the results of the study, the 30% or more discount on public transportation can effectively influence people to transfer their transportation. The elasticity of spending will change according to the purpose.
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誘因, 多項式羅吉特, 運具選擇, 敘述性偏好, 個體選擇模式, Incentive, Multinomial Logit Model, Mode choice, Stated Preference, Choice behavior