The Study of Behavior and Experience Value Satisfaction： Focus on Cihu & Xiawulia Taiwan Tourist Shuttle Bus Routes

• Main Authors: Kao Chia-Chi, 郭嘉琪
• Other Authors: Yang Sheng-Ping
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/785zzv

碩士 === 開南大學 === 觀光運輸學院碩士在職專班 === 103 === Tourism industry is thriving in Taiwan. While new tourist attractions are coming into the selection list, time-honored scenic spots continue to hold their fresh appeals as a result of timely transformation. These make Taiwanese tourist sector by no means a nine days’ wonder but a pool of multiple alternatives to those potential consumers. In this respect, tourist shuttles that lay emphasis on low carbon travel by linking attraction spots have emerged as an essential part of the whole business. Among several cases, the joint effort made by the Central authorities and Taoyuan County that features Cihu and Xiawulia Routes may deserve academic attention. For be sure, the initiative of the governments, central and local, is aimed at promoting tourism in Taoyuan and raising a collective consciousness of being environmentally friendly towards Taiwan. Given this ideal, however, there is still a need to examine two perceptional variables—passenger behavior and satisfaction degree—of the tourists that have come into contact with the above-mentioned Routes. To address the compelling need, this research began an investigation into tourists that had previous experience of taking the two Routes by examining passenger behavior and satisfaction degree, and observing the correlation of the two variables. A survey was subsequently made, after which 270 valid copies of questionnaire were collected. This was followed by descriptive statistics run by SPSS22 Statistical analysis software, One-way ANOVA, Chi-Square Test, correlation analysis, and T-test. Important findings were as follows. First, with respect to passenger behavior, “saving my effort to drive”, “attractions appealing to me” and “as recommended by relatives and close friends” were listed three main factors behind the decisions to take the Routes, according to the sampled respondents, of which two thirds were female. Second, with respect to satisfaction degree, drivers’ service reached 82.4%, riding quality, 66.2%, ticket price, 83.6%, and willingness to pay a re-visit, 80.1%. These indicated a significant degree of satisfaction with the two Routes provided by the Department of Tourism, Taoyuan County Governments. Third, significant differences in passenger behavior among varied groups of tourists could be found in Cihu Route. Significant differences in satisfaction degree could also be found both in Cihu and Xiawulia Routes. Relatively, the satisfaction degree of Cihu’s was higher than that of Xiawulia’s. Meanwhile, Cihu Route showed significant differences between passenger behavior and satisfaction degree, whereas a test of Xiawulia’s did not come up with the same effect.