台灣高鐵(Taiwan High Speed Rail)自96年元月正式通車營運之後，大幅縮短北高交通運輸時間，此新型的交通工具已成為國內旅遊市場的重要運具之一。以台灣高鐵沿線車站為中心點所規劃的旅遊路線，亦已逐漸成為國民旅遊的選項之一，可見台灣高鐵在吸引乘客方面，“遊客”是重要的潛在客源之一。本研究即針對此新興的交通運輸工具，探討遊客選擇其為旅遊運具意願的影響因子。本研究根據文獻回顧及遊客的深度訪談，彙整可能影響遊客選擇台灣高鐵的因子，並據此設計成問卷。問卷實施地點選定為台北車站、高鐵台中站、國立海洋生物博物館、宜蘭冬山河親水公園等四個地點，問卷調查對象為遊客，計回收464份有效問卷。本研究發現有搭乘高鐵經驗的遊客占63%，而未來有意願選擇搭乘以高鐵為旅遊運具的比例高達77%。 本研究運用二元羅吉特迴歸分析個人屬性、運具選擇偏好類型、高鐵特性、旅次特性四者對未來搭乘意願之影響發現，「教育程度」、「婚姻狀況」、「是否經常搭乘大眾運具」、「旅遊形式」、「起點接駁運具」、「運具喜好類型」、「高鐵便利性」是影響遊客選擇搭乘高鐵意願的重要因素。 Since Taiwan High Speed Rail started operation in 2007，it has greatly shortened the time of transporting between Taipei and Kaohsiung and this new kind of transportation has between one of the important transportations in the domestic travel market. Making trips based on the stations of Taiwan High Speed Rail also gradually becomes one of the choices for people to travel. It means that in order to attract passengers，Taiwan High Speed Rail should regard the “travelers” as one of the potential sources of passengers. This study aims at this newly developed transportation to explore the possible reasons affecting travelers to decide whether they will choose high speed railway as their transportation. According to the review of documents and the detail interviews, this study collects the possible reasons influencing travelers whether to choose Taiwan High Speed Rail or not. Then the questionnaires are designed and practiced in the four areas: Taipei Train Station, Taichung High Speed Rail Station, National Museum of Marine Biology & Aquarium and Ilan Dong Shan River Park. The objects of this questionnaire research are travelers and 464 valid questionnaires are returned. In this study, it is found that there are 63 percent of travelers who have taken high speed rail and 77 percent are willing to choose high speed rail as their transportation in traveling. Applying Binary Logit Model to analyze the willingness to take high speed railway in the future on the basis of personal purposes, preference for transportation high speed railway characteristics and trip characteristics, it is found that the following are the important factors affecting travelers to choose Taiwan High Speed Rail： the education background, the marriage situation, the frequency of taking public transportation, the forms of traveling, the transferring transportation at the starting point, the preferences for transportation, and the convenience of high speed railway.
