國人國內旅遊時主要利用的交通工具為自用汽車，比例高達62.7%，導致觀光地區尖峰時刻大量湧入私有運具，造成當地交通壅塞。以台灣為觀光目的地之旅遊人數快速增加，且自由行之需求也越來越高，為使國內外自由行旅客方便，並鼓勵國人以公共運輸出遊之行為，提升「台灣好行」承載率著為重要。
在運輸領域之研究中，常以服務品質來進行一運輸工具之績效評估，判斷業者服務的結果是否達到顧客所期望的標準，進而探討其對顧客忠誠度之影響，鮮少以體驗來探討對忠誠度之影響。此外，交通部觀光局調查2013年國人旅遊資訊來源有36.3%的比例為電腦網路，「台灣好行」又主要以自由行旅客為主，自由行旅客較可能上網搜尋有關「台灣好行」之資訊與評論，因此本研究主要探討旅客搭乘體驗與網路口碑對旅客行為之影響。
本研究以「台灣好行」合作之公路(市區)汽車客運業為研究範圍，了解旅客搭乘體驗所包含之因素，利用結構方程模式探討其與「網路口碑」如何影響「態度」、「知覺價值」與「顧客忠誠度」等構面。研究結果顯示正向的搭乘體驗能提升旅客對「台灣好行」之態度與知覺價值，進而引發正向的忠誠度，而網路上之評價能正向影響旅客對「台灣好行」之態度，再透過態度進而影響旅客忠誠度。
最後依據研究結果，給予「台灣好行」各相關單位管理上之建議，供其作為參考，希望藉以提高國人搭乘公共運輸出遊之使用率、達到節能減套之效果並使「台灣好行」達到永續經營。

Tourism Bureau of Ministry of Transportation and Communications (MOTC) had a survey which showed that personal vehicle is still the main transportation for most Taiwanese. It is so many private vehicles enter tourist area that makes local traffic congestion. In recent years, more foreign backpackers came to Taiwan, so government should not underestimate the importance of Taiwan Trip.
The service quality model has been widely applied in the transport literature. Transport research has most often evaluated transit service quality based on passenger cognitive expectations and perceptions of traditional core transportation attributes such as comfort or safety. However, the travel experience has been researched very rarely. Otherwise, according to a survey made by Tourism Bureau, 36% of tourists obtain travel information from internet. For this reason, this study discussed how travel experience and electronic word-of-mouth(E-WOM) influence traveler’s behavior.
This research has a case study in Taiwan Trip. The factor analysis is used to find a multiple-item scale for measuring travel experience. Structural equation modeling is used to analyze how travel experienc and E-WOM affect other constructs. The results show that travel experience has positive impact on attitude, perceived value and customer loyalty. Attitude mediates the relationships between E-WOM and customer loyalty .
Finally, according to research results, giving advices to related agencies of Tawain Trip to promote public transit travel, reduce carbon emission and make Tawain Trip become an sustainable transport system.

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參考文獻-網頁
1. Big Bus Tour：eng.bigbustours.com
2. Island Explorer：http://www.exploreacadia.com/
3. 中華民國交通部：http://www.motc.gov.tw/ch/index.jsp
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7. 那霸市周遊公車-結結號：http://www.nahama-i.jp/