The tourist preference for mode choice in scenic areas -A case of Sun-Moon Lake route, Taiwan Tourist Shuttle Bus
Lin, Wei -Cheng
|關鍵字:||台灣好行;觀光旅次;運具選擇;羅吉特模式;Taiwan Tourist Shuttle Bus;tourism trip;mode choice;Logit model|
本研究採問卷調查方式訪問日月潭遊客，利用樣本獨立t檢定與卡方檢定，探討遊客社經特性、觀光旅次屬性、旅遊者特質及運具使用經驗等因素是否存在顯著差異。接續將樣本按旅遊者特質分群，以敘述性偏好 (stated preference) 法探討行程套票、導覽解說服務及限制小汽車使用等策略對遊客運具選擇行為的影響，並以羅吉特模式 (Logit model) 進行校估，探討不同特質旅遊者之運具選擇偏好，據以提出台灣好行推廣策略。
In response to foreign visitors and nations travelling in Taiwan freely, Tourism Bureau, MOTC proposed the “Taiwan Tourist Shuttle Bus” since 2010. This improved quality and accessibility of public transportation in scenic spots. The target tourists of “Taiwan Tourist Shuttle Bus” should be determined because of the resource limitation. Accordingly, how to identify the factors impacting mode choice behavior of tourist becomes a critical issue. This study thus analyzes the mode choice behavior of tourism trips and examines the target tourists of “Taiwan Tourist Shuttle Bus” through an empirical case in Sun-Moon Lake for discussing the cost/benefit and developing marketing strategies. An independent samples t-test and chi-squared test were employed to explore the differences of socioeconomic characteristics, tourism trip attributes, tourist features as well as experiences in mode use based on questionnaires to tourists in Sun-Moon Lake. Moreover, a stated preference method was utilized to examine the impacts of scenarios such as tourism packages, tour guide and narration along with car-use restriction on mode choice behaviors of tourists. Logit model was used to explore the various preferences of tourists with different features. According to analytical results, this study suggests some strategies for promoting "Taiwan Tourist Shuttle Bus." Statistical results indicate that most non-Taiwan Tourist Shuttle Bus users are absent from sufficient "Taiwan Tourist Shuttle Bus" information. Furthermore, tourists possess fewer accompanists, particularly with close relationship but without children and luggage, focus on experiencing tour destinations, time conception and frugality, or habitually use non private vehicles, prefer choosing the public transportation. Based on the mentioned characteristics, this study suggests improvements of “Taiwan Tourist Shuttle Bus” to assist decision makers in developing strategies. Additionally, results of Logit estimations reveal that the proposed strategy scenarios significantly increase tourists’ willingness to use “Taiwan Tourist Shuttle Bus.” In order to determine the target consumers of “Taiwan Tourist Shuttle Bus,” four clusters identified via tourist features and related improvement strategies were developed. First, tourists preferring unusual experience but lacking of perseverance are clustered as “to put away the cup after taking a tiny sip.” Tourists in this cluster could be attracted through improving the connections between “Taiwan Tourist Shuttle Bus” and specific undeveloped scenes. Second, tourists having dependent mentality are clustered as “to swim with the stream.” Tourists in this cluster could be attracted through word of mouse about interesting, safe and reliable services. Moreover, tourists enjoying adventures are clustered as “to explore.” Tourists in this cluster could be attracted through constructing in-depth travel services in scenic areas. Finally, tourists willing to pay higher for better journey are clustered as “to live a life with pleasure.” Tourists in this cluster could be attracted through improving service qualities of “Taiwan Tourist Shuttle Bus” and cooperative tourism industries. Consequently, the proposed model has application in and can be integrated in other “Taiwan Tourist Shuttle Bus” routes to determine their target tourists and develop appropriate marketing strategies based on the spatial economic differences. This can assist authorities in prioritizing subsidies and help operators to improve efficiency, simultaneously.
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