| Summary: | 碩士 === 國立成功大學 === 交通管理科學系碩士在職專班 === 105 === There are nearly 940 tour bus companies in Taiwan, which have their own feature. In term of organizational form, these tour bus companies can be divided into three categories: (1) the conventional tour bus company, (2) the tour bus company operated by travel agency relationship business, (3) the tour bus company operated by intercity coach operators. The tour bus plays an important role in the tourism industry as an important service provider. The aim of this research is to explore the attributes of consumer preference and choice behavior for tour bus.
To examine importance the consumer attach to and satisfaction with tour bus, data was collected from consumer survey. The research utilized SPSS software to make analysis. Various statistical methods were conducted, including descriptive statistics, T-test, ANOVA analysis. And this study utilized multinomial logit model to estimate the utility function.
The results showed that the importance attributes to evaluate and compare are the manufactured year of vehicles, fare and brand. The manufactured year of vehicles is the most importance attribute and the condition willing to pay. In satisfaction, the tour bus company operated by intercity coach operators is much better than others. The results of multinomial logit model showed that fareヽbrand and education greatly affected consumer's behavior of choices in tour bus.
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