A study on the vehicles' and passengers' service attributes across the Taiwan Strait

[[abstract]]兩岸直航後使得兩岸往返變的更加方便，往返兩岸旅客的人數大幅成長，當客運的需求增加，投入營運的業者家數也隨之增加，也使旅客往返有更多的選擇，而政府扮演的角色也更加重要，本研究首先透過對往返兩岸的旅客進行問卷發放並利用統計分析，藉此了解兩岸旅客運具選擇行為的特性，本研究透過將研究歸納出的結果做整理，對研究結果進行分析，並提出若干建議，提供政府部門決策制定、投入經營兩岸直航的海、空運輸業者行銷策略研擬與改善的參考，研究結果發現大部分旅客主要還是以搭乘飛機往返於兩岸，而台灣旅客對兩岸的郵輪營運相對陌生，且大部分兩岸旅客受訪者對於搭乘郵輪願意支付的價格也偏低，透過進一步分析不同客群的旅客對飛機或渡輪的滿意或不滿意項目，藉此了解不同客群的旅客特性，最後提出本研究的結論與建議提供政府、業者作為改善依據的參考。[[abstract]]After regular direct transportation links between Taiwan and Mainland China is allowed in the early 2000s passengers travel service across the Taiwan Strait becomes easily and the cross-strait passengers volume grew at a phenomenal speed As the passengers transportation demand increases the number of carriers serve the route also increase thus passengers have more choices while the government played more important roles than before this investigations of cross-strait passengers was done by statistical analysis of questionnaires to understand the choice behaviors of cross-strait transportation modes this research summarize the results analyze the results and provide some suggestions to the government agencies and carriers who provide a cross-strait direct links to develop and improve their marketing strategies The research results conclude that most passengerstravel across the Taiwan Strait mainly by aircraft most Taiwanese passengers do not know the across the Taiwan Strait ferries service well and most of passengers will use the ferry service only if the ferry service providers could further lower their current fare rate Further analysis to different degree of passengers’ satisfaction on ferry service attributesand the airlines service attributes is made to understand various customer groups’ demand Finally the research will summarize the conclusions and recommendations to government transportation business carriers as important references to improv