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題名：臺灣與離島間旅客運具選擇行為之研究
作者：張東現
作者(外文)：Zhang, Dong-Xian
校院名稱：國立臺灣海洋大學
系所名稱：航運管理學系
指導教授：林泰誠
學位類別：博士
出版日期：2014
主題關鍵詞：運具選擇；服務品質；二元羅吉斯迴歸；model choice；service quality；binary logistic regression
原始連結：連回原系統網址new window
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隨著大小三通的正式實施、開放兩岸人員的往來，以及我國政府持續推動觀光產業的影響下，臺灣離島地區的觀光產業逐漸興盛，造成搭乘飛機或渡輪往返臺灣本島與離島地區之間的需求量逐漸增加，因此，本研究目的為探討旅運者在飛機與渡輪兩種運具之間的選擇行為。本研究對象為往返臺灣本島及離島地區並具有搭乘海、空運具經驗的旅運者，並以問卷方式進行調查，共計有效樣本數為118份，再利用二元羅吉斯迴歸模式進行統計分析。研究結果顯示，航空的便利性服務為旅運者在實際選擇搭乘飛機的關鍵因素，亦為影響再度搭乘飛機意願的影響因素；海運的安全性和可靠性則為影響旅運者在實際搭乘渡輪和再度搭乘意願的影響因素。最後，針對本研究結果提出結論與建議，以作為提供運輸業者改善其服務品質與營運策略的重要依據。
The cross Taiwan Strait direct shipping link and the three-mini cross strait shipping links via Quemoy and Matsu islands have encouraged many mainland Chinese tourists visit Taiwan and its adjacent offshore islands. Taiwan’s government has perceived tourism industry is a very potential source to increase the Taiwanese income. Thus tourism industry between Taiwan and its offshore Islands has a great demand increase in the last several years. Travelling demands by aircrafts and ferries have greatly increased between Taiwan Island and its offshore islands as well. Therefore, this study is aimed at investigating passengers’ travelling mode choice behavior between these two transport modes. Questionnaires are distributed to passengers who have the experience to travel by both aircraft and ferry to offshore islands. There are 118 valid responses, and the Binary Logistic Regression technique is employed to analyze factors influence passengers’ transport mode choice behavior. Research results indicate the convenience of aviation is the key factor influencing passengers’ reveal preference as well as their stated preference to use the air transport mode. On the other hand, safety and reliability are the major factors positively influence travelers’ reveal preference and stated preference to select ferries as their vehicle to visit offshore islands. Finally, conclusions and suggestions based on the results are provided to ferry carries and air carriers to improve their management strategies.
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三、網站
1. 中華民國交通部觀光局（2013），「觀光統計圖表」，取自：http://admin.taiwan.net.tw/。
2. 澎湖國家風景管理（2014），「交通資訊」，取自：http://www.penghu-nsa.gov.tw/user/Article.aspx?Lang=1&;SNo=02000146。
3. 馬祖國家風景區（2014），「交通資訊」，取自：http://www.matsu-nsa.gov.tw/User/Article.aspx?a=128&;l=1。

 
 
 
 
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