2016-01-012024-05-17https://scholars.lib.ntu.edu.tw/handle/123456789/680574摘要：為有效改善交通尖峰時段私有運具大量湧入觀光地區衍生之問題，2009年起交通部觀光局推展台灣好行計畫，透過接駁串聯主要交通場站與景點間，達無縫運輸服務之目的，除提昇觀光區運輸服務品質外並兼具減碳節能之功。然台灣好行之推展仍須依靠政府預算做行銷推廣，且現有各線的運輸未能達到獨立營運之程度需依靠補貼。為提高遊客熟知度，中央及地方觀光部門年年編列預算行銷，其結果經調查後發現使用私有運具抵達觀光地區之遊客，多因不明台灣好行提供之公共運具之相關資訊，顯示公部門對台灣好行的觀光行銷績效有改善及加強空間。 本計畫擬以中央及地方觀光部門編列台灣好行相關行銷預算，執行單位所規劃並落實之行銷策略方案，及各路線營運統計資料，以時間序列及介入模式評估行銷效率，佐以問卷，探討行銷策略對於台灣好行管理顧客關係之效益。另，以台灣好行路線區隔為前提，歸納與不同類型台灣好行路線之特色與使用者特質，找出服務對象的潛在屬性，探究具有推行潛力之目標市場，提出改善策略。藉台灣好行改善國際旅客之景點可及性，提高旅遊整體滿意度、增加自由行旅客數。並影響國人旅遊使用私有運具習慣，藉便利且實惠方式提高遊客使用公共運具意願，以利於未來公部門投資及業者發展行銷策略之參考。 <br> Abstract: To ease the congestion of tourism destinations from private vehicles in peak hours, the Tourism Bureau developed the Taiwan Tourist Shuttle Travel (TTST) services to seamlessly connect the main transit terminals and tourism destinations in TTST services improve the service quality of transportation and achieve the carbon emissions reduction resolutions, simultaneously. However, the operators have identified TTST services as public transit for tourism purpose trips rather than tour buses, bringing insufficient passenger volume. The authorities thus subsidize the operation as well as marketing costs of TTST services. Based on previous literatures, most tourists who did not choose TTST as the main mode to scenic spots insufficiently understand the information about TTST services. This reveals the inappropriate assessment mechanism in performance of tourism marketing strategies proposed by public sectors.台灣好行觀光行銷Taiwan Tourist Shuttle Travel (TTST)tourism marketing