由於休閒旅遊已成為國人生活的一部份。假日時，旅遊景點總是充滿人潮，替觀光事業帶來蓬勃的生機，但是卻帶來嚴重的汙染。所以如何兼顧旅遊業蓬勃發展與有效推廣與實踐低碳旅遊，造就了「台灣好行觀光巴士」的誕生。而國人對於「台灣好行觀光巴士」此項觀光服務，是否了解什麼是「台灣好行觀光巴士」、願意選擇「台灣好行觀光巴士」搭乘，本研究將以旅遊動機、體驗行銷、體驗價值、服務品質、休閒效益為切入點，進而探討其後續相關之旅遊行為。本研究以問卷方式進行發放，共回收352份有效問卷。並運用因素分析及敘述性分析探討搭乘台灣好行觀光巴士的旅遊動機、體驗行銷、體驗價值、服務品質與休閒效益間之關係。本研究結果顯示，當人們對於搭乘台灣好行觀光巴士的旅遊動機、體驗行銷、服務品質的程度越高，其體驗價值越高；體驗價值程度越高，休閒效益也就越高。 The recreational tourism has become one part of the civilians’ lives. The crowds swarming scenic spots at holidays usually bring booming business opportunities of tourism but serious pollution. Against this background, the “Taiwan Tourist Shuttle Bus” service was activated to substantially boost development of tourism and effectively promote and practice low-carbon travel. In this study, we investigated the civilians’ perceptions of the “Taiwan Tourist Shuttle Bus” and intentions of choosing “Taiwan Tourist Shuttle Bus” and further their subsequent tourist behaviors according to those factors such as tourist motive, experience marketing, experience value, service quality and recreational effect. This study was based on questionnaires distributed to the subjects and 352 of them were valid. We also adopted factor analyses and descriptive analyses to explore relationships among tourist motive, experience marketing, experience value, service quality and recreational effect related to subjects using the Taiwan Tourist Shuttle Bus service. It can be seen from this study that the higher experience value is synchronously driven by the civilians’ tourist motive, experience marketing, and service quality associated with the utilization of the Taiwan Tourist Shuttle Bus service and further promotes the recreational effect.
