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研究生: 黃蓉宣
Jung Hsuan, Huang
論文名稱: 旅遊路線營運效率之研究-以台灣好行為例
Exploring Operating Efficiency of Tourist Shuttle Routes in Taiwan
指導教授: 方進義
Fang, Chin-Yi
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2013
畢業學年度: 101
語文別: 中文
論文頁數: 52
中文關鍵詞: 二階段資料包絡分析法旅遊路線產出差額分析
英文關鍵詞: Two-Stage DEA, Tourist Shuttle Routes, Slack analysis
論文種類: 學術論文
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  • 隨著自助旅行遊客逐年提升,交通部觀光局於2010年4月推出台灣好行此一設施,最主要是連接各大交通運輸站與各大觀光景點作連結,讓遊客在旅行臺灣時可以更便利且省時。本研究應用二階段資料包絡分析法(Two Stage-Data Envelopment Analysis, 2SDEA)評估並分析影響台灣好行各旅遊路線營運效率之因素。研究期間為民國100年1月至100年12月之資料。第一階段是在變動規模報酬下,以產出導向之資料包絡分析(Data Envelopment Analysis, DEA)模型,以三種投入項:巴士站數量、總油資金額和巴士趟次,二種產出項:總營收、總公里數,衡量「台灣好行」旅遊路線接駁巴士的營運效率,第二階段採用截斷式迴歸模式,探討4項環境因素:包括五項風景區特性(自行車路線、文化之旅、溫泉、登山健行、創新)、各風景區間最短距離(以探討替代與互補效果)、成立年限和季節因素對於旅遊路線營運效率之影響。
    實證結果發現前三名有效率之旅遊路線依序為墾丁快線、阿里山線、冬山河線;第二階段之實證結果發現:冬季負向顯著影響各旅遊路線之營運效率;在風景區特性變數中,相較於創新路線,有文化之旅遊路線呈負向顯著;成立年限與最近距離呈正向顯著影響台灣好行之營運效率,代表台灣好行成立時間越久和各路線間最短距離越大效率值相對越高。未來研究建議可進一步探討來臺旅客之國別和滿意度與此實證結果之關聯性。

    This paper assesses and compares the efficiencies of 20 Taiwan tourist shuttle routes using the two-stage data envelopment analysis (2SDEA). Two outputs including total route revenue and total mile, and three inputs including number of bus station, fuel cost, and frequency of bus are assessed by the data envelopment analysis (DEA) in the first stage. There are four environmental variables, including five characteristics of tourist shuttle route (bicycle, cultural tour, hot spring tour, hiking routes, innovation routes), the shortest distances between tourist shuttle routes for examining complementary and substitutive effects, and years of service, and seasons in the second stage using truncated regression with bootstrapped procedure.
    The empirical results of this study were fourfolds: (1) Identifying the efficient tourism shuttle routes through the first stage of DEA. The first three efficient routes are Kending Express Line, Alishan Route and Dongshan River Route which were far away from city and had the most frequent bus in their routes in 2011. The Taiwanese Tourism Bureau (TTB) could make further operation improvement for each inefficient tourism based on the slack analysis from DEA; (2) Investigating the most influential environmental factors on the efficiency of tourist shuttle routes through the 2SDEA. The years of service and shortest distance between tourist shuttle routes had more significantly positive impact on the efficiency; however, the cultural tour routes had the significantly negative impact on the efficiency than the other routes; (3) the seasonal of winter factors had significant negative impact on the operating efficiency of the tourism routes.

    口試委員與所長簽字證書 i 中文摘要 iii 英文摘要 iv 謝 誌 v 目 次 vi 表 次 viii 圖 次 ix 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 10 第三節 研究範圍與限制 10 第四節 研究流程 11 第五節 研究貢獻 11 第貳章 文獻回顧 12 第一節 觀光巴士與旅遊路線定義 12 第二節 旅遊目的地之動機理論 13 第三節 DEA模型在交通運輸績效評估之文獻探討 15 第四節 DEA模型在餐旅產業之運用 16 第參章 研究方法 19 第一節 研究架構 19 第二節 研究資料與樣本 20 第三節 研究變項 22 第四節 資料包絡分析法 23 第五節 超效率模型 26 第六節 最鄰近分析法 26 第七節 TOBIT迴歸分析 27 第八節 截斷式迴歸分析 27 第肆章 實證結果與討論 29 第一節 敘述性統計分析 29 第二節 實證結果分析 31 第伍章 結論與建議 41 第一節 研究結論 41 第二節 管理意涵 43 第三節 後續研究 44 參考文獻 45 表 次 表1-1 國外旅客來臺與國人國內旅遊方式 2 表1-2 台灣好行旅遊路線定義 4 表1-3 環境變項之旅遊路線之定義 7 表2-1 「台灣觀光巴士」與「台灣好行」之異同 13 表2-2 國外對於推力和拉力動機之相關研究 14 表2-3 使用DEA為研究方法之運輸路線研究彙整 16 表2-4 餐旅產業運用DEA文獻彙整 17 表3-1 台灣好行旅遊路線的區分與環境因素 21 表3-2表示本研究投入項和產出項之說明和資料來源 23 表4-1 投入、產出項目敘述性統計表 29 表4-2 環境變數敘述性統計表 30 表4-3 DEA效率值分析結果 31 表4-4 超效率分析結果 34 表4-5 台灣好行產出差額變數分析結果 35 表4-6 TOBIT迴歸結果與截斷式迴歸結果 37 表4-7 台灣好行旅遊路線最鄰近分析結果 40 圖 次 圖1-1 台灣好行路線 6 圖1-2 國人國內旅遊總旅次 9 圖1-3 近十年來臺旅客及國民出國人次變化 10 圖1-4 研究流程圖 11 圖3-1 第一階段研究架構 19 圖3-2 第二階段研究架構圖 20

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