小黃公車及計程車共乘對遊客運具選擇行為的影響－以宜蘭地區為例

Abstract

每逢假日會有許多搭乘大眾運輸的遊客規劃到宜蘭旅遊，然而搭乘宜蘭當地的大眾運輸很容易遇到不同運具在時間及金錢上的不確定性問題，為提升大眾運輸的服務品質及當地大眾運輸的使用率，本研究模擬在宜蘭熱門景點設定新型的運具服務－小黃公車、計程車共乘，藉此探討遊客在面對新運具及原有運具方案時的選擇行為及偏好，同時亦探討新運具加入優惠時，遊客對於運具選擇的行為。本研究採用敘述性偏好模擬羅東、宜蘭、礁溪轉運站分別到傳藝、金車酒廠、蘭陽博物館之間設計三個情境： (1) 原始票價、(2) 小黃公車提供來回20元等值現金點數以及計程車共乘提供8折優惠、(3)小黃公車提供來回20元等值現金點數以及計程車共乘提供65折優惠；同時，並提供小黃公車以及計程車共乘、市區公車三種運輸工具方案給遊客選擇，藉由三個情境來了解宜蘭總體遊客對於運具選擇的行為。本研究以網路問卷發放的方式並回收412份問卷，接著使用羅吉特模型來了解遊客對於每個方案選擇的機率，藉此了解運具的選擇偏好。 研究結果顯示：(1) 當小黃公車有提供7折優惠及計程車提供8折優惠時，多數受訪者會從市區公車方案轉移到小黃公車及計程車共乘方案；(2) 當共乘擴大優惠時，受訪者多數會選擇搭乘計程車共乘，其增加幅度亦最大的；(3)在總體成本彈性，共乘成本彈性較大，公車成本彈性較小，小黃公車成本彈性則是介於兩者之間；在時間彈性方面，計程車共乘彈性最小，公車彈性最大，小黃公車是介於兩者之間，(4) 在敏感度分析中，各運具都會隨著時間成本的正向變動，選擇機率的變動幅度會呈現負向的變動，當成本及時間負向變動時，則反之，其中計程車共乘在旅行成本變動最大，市區公車最小；在時間敏感方面，市區公車變動最大，小黃公車最小。最後，根據分析及結果提供相關建議可做為未來宜蘭規劃地區推動小黃公車以及計程車共乘的參考依據。In every holiday, many tourists who take public transportation plan to visit Yilan area. However, taking local public transportation in Yilan is prone to time and money problems. In order to improve the service quality of public transportation and the usage rate of local public transportation, This research simulates two new types of transportation service-Taxi-bus and taxi sharing in popular attractions of Yilan area, in order to explore the tourist’s choices and preferences in the face of new transportation equipment and original transportation solutions. This study uses stated preferences to simulate the transfer stations of Luodong, Yilan, and Jiaoxi to Transart, Jinche Winery, and Lanyang Museum, respectively, and designs three scenarios. : (1) The original fare, (2) The Taxi-Bus provides round-trip cash equivalents of 20 yuan and a 20% discount for taxi sharing, (3) the Taxi-Bus provides round-trip cash equivalents of 20 yuan and provides a 35%discount for taxi pool. In the meantime,there are three n mode alternatives, including Taxi-bus, taxi-pool, and local bus, for the tourist to choose. Three scenarios are used to understand the Yilan tourists’s overall behavior regarding transportation mode choice. The study collected 412 questionnaires from network, then used the Logit model to estimate the tourist’s probability ofchoice in each situation, so as to understand the choice of transportation preferences. The results showed that: (1) When taxi-bus offers a 30% discount and taxis-pool offers a 20% discount, most respondents will switch from the bus to the taxi-bus and taxi pool, (2) When expanding the discount, most respondents will choose to take taxi-pool, and the increase rate is also the largest. (3) In terms of the overall cost elasticity (CE), the CE of bus is the smallest, the CE of taxi-pool is the largest and the CE of taxi-bus is between both of then. In terms of time elesticity(TE), the taxi-pool has the smallest elasticity bus have the greatest one, and the TE of taxibus is between both of ttheml (4) In the sensitivity analysis, the probability of three mode alternatives will change in a positive direction with the reduction of time and cost. Taxi-pool has the largest change in cost, taxi-bus has the smallest change in time, and the bus has the largest change in times and the smallest change in cost. Finally, the of analysis, results,and suggestions in the study which will be referred for the future promotion of taxibus and taxipool in Yilan.