臺灣博碩士論文加值系統

近年油價上漲及環保意識抬頭，為永續旅遊發展另迎合民眾休閒之需求，便擴展服務層面，台鐵局自民國九十七年起，結合火車與鐵馬雙運具，提供民眾以鐵路為交通運具載乘人、車同時抵達目的地。目前的台鐵局兩鐵環保專車主要以改裝原有的車廂，提供自行車停放的位置，仍有許多改善的空間；再則各站月台與自行車運具之進出銜接便道在硬體設施上可再做妥善規劃、以減少進出之困擾。台鐵局為過往的服務品質與滿意度等不足現象為營運模式而做了調整，開始與旅行社異業合作，並以創新的服務方式使自行車騎乘者帶來不一樣的感受與服務。
本研究旨在透過一般大眾對於台鐵局與旅行社異業合作之兩鐵套裝行程進行探討，以網路隨機發放取得有效問卷260份，進行統計分析，探究兩鐵套裝行程的潛在服務品質要素，以瞭解民眾對於兩鐵套裝行程之認知，並進行吸引力、願付價格之分析，根據分析結果，個人特性變項會影響對於兩鐵套裝行程的認知，而民眾的兩鐵套裝行程認知會影響其對於兩鐵套裝行程的吸引力；另外在願付價格部分亦受個人特性及兩鐵套裝行程認知的影響，並且影響吸引力。依據分析結果提出相關具體建議：兩鐵套裝行程的行程著重於拉力，建議可藉由改善遊程規劃內容與設施，強調行程的特殊性及懷舊感，且推廣兩鐵套裝行程之客群可集中於有些許兩鐵套裝行程經驗，但又不具專業化的民眾，其中每次行程為2-4人為最佳等建議。

In recent years, the increase in oil prices and the rise of environmental consciousness have prompted the development of sustainable tourism to meet the leisure demands of the public. Consequently, service offerings have expanded. Since the year 2008, the Taiwan Railways Administration (TRA) has combined trains and bicycles, allowing the public to use the railway as a means of transportation for both passengers and bicycles to reach their destinations simultaneously. The current TRA bicycle-friendly train initiatives primarily involve retrofitting existing train carriages to accommodate bicycles, yet there remains considerable room for improvement. Furthermore, the access pathways connecting train platforms and bicycle transport points require proper hardware facilities planning to mitigate access difficulties. To address historical deficiencies in service quality and satisfaction, TRA has adjusted its operational model. Collaborations with travel agencies have been initiated, and innovative service methods have been introduced to provide bicycle riders and travelers with a distinctive experience and service.
This study aims to explore the general public's perception of the collaboration between TRA and the travel industry through their bicycle-friendly train packaged tours. Through online random sampling, a total of 260 valid questionnaires were collected and subjected to statistical analysis to uncover the latent service quality elements of these packaged tours. The study aims to comprehend the public's perception of bicycle-friendly train services and analyze their attractiveness and willingness to pay. The results indicate that individual characteristics influence perceptions of bicycle-friendly train services. Public perceptions, in turn, impact their attractiveness. Similarly, willingness to pay is influenced by individual characteristics and perceptions of bicycle-friendly train services, which also affect their attractiveness. Based on the analysis, several specific recommendations are proposed. These recommendations suggest that bicycle-friendly train tours should emphasize attraction and uniqueness. Improving itinerary planning and facilities to underscore the distinctiveness and nostalgia of the journey is advised. Additionally, the target audience for these tours could comprise individuals with some experience in bicycle-friendly train tours but without professional expertise. It is recommended that each tour group consists of 2-4 individuals for the optimal experience.

中文摘要...i
英文摘要...ii
誌謝...iv
目錄...v
表目錄...vi
圖目錄...viii
第一章 緒 論...1
1.1 研究背景和動機...1
1.2研究目的...2
1.3研究範圍與對象...2
1.4研究流程...3
第二章 文獻回顧...4
2.1兩鐵套裝行程介紹...4
2.1.1兩鐵套裝行程之認知...5
2.2推與拉的理論論述(pull or push factor)...7
2.2.1推拉因素理論之因素整理...8
2.2.2推拉因素理論之構面整理...10
2.3願付價格之探討 ...11
第三章 研究方法...13
3.1研究架構...13
3.2研究假設...14
3.3問卷設計...14
3.4問卷計分方式與抽樣方式...19
3.5資料分析...19
第四章 研究結果與分析...20
4.1樣本背景分析...20
4.2假說1：個人特性變項影響兩鐵套裝行程認知...24
4.3假說2：兩鐵套裝行程認知會影響推力...45
4.4假說3：兩鐵套裝行程認知會影響拉力...55
4.5假說4：願付價格會影響推力與拉力...62
4.6假說5：個人特性會顯著影響願付價格...64
4.7假說6：兩鐵套裝行程認知會影響願付價格...70
4.8結論...83
第五章 結論與建議...85
5.1 結論...85
5.2建議...86
參考文獻...88
附錄一：問卷...92

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