Tour Transportation Mode Choice: A study between cruise and air plane

• Main Authors: Tien Hui Hua, 田惠華
• Other Authors: Chaang-Iuan Ho
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/71264454845312400039

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 89 === Cruise, which is served both as a tour mode and as a tour service, is a popular traveling way within a region for many people. In Taiwan, there is no cruise served connecting the main island to its neighbors yet. However, once the cruise is into the travel market, the market share of the air plan is expected to shrink. The main research purpose was to gain a better understanding of individuals'' preferences or choices on tour modes as well as the affecting factors. A survey data from 370 domestic tourists at 3 scenic spots provides the information source to this study. It was found that the respondents'' perceptions on 17 ones were found to be significantly different among the 20 service attributes between the two tour modes. Using the technique of factor analysis, three main factors were identified: cruise has advantages of the social and convenience factors; air plan dominants the independence factor. Then, the Ordered Probability Model , Multinomial Logit Model and Binary Logit Model were applied to construct the individuals'' preferences on tour mode choice model (if the ticket fare is none of their concern). Several variables, including attitudinal factors toward service attributes of tour modes, tourist-behavioral variables, the understanding of cruise, and social-economic characteristics, were hypothesized to be the explanatory variables. It is found that the asymptotic values for the models are statistically significant of correct expected signs, and show that these models have a fair explanatory power. In addition, the empirical results show that social and convenience factors are the significant factors to affect individuals'' preferences or choices behavior, and the forecasted market share of cruise is 40% in travel market. The research results may offer the guidelines for the government to make transportation and tourism policies as well as for the marine services providers to develop and operational strategies.