近年國人出遊人數不斷攀升，尤其以近程旅遊居多，而台北─香港的定期航線班次則位居首位，再藉由各項官方數據可發現，來往兩地之旅客數量並不容忽視，因此在激烈的短程航線市場競爭中，各航空公司無不希望能吸引旅客之目光；然而在乘客的心目中，究竟在短程航線下的何種航班組合才為旅客心中的最佳選擇，則為本研究探討之主題。
本研究以聯合分析法探討在短程航線下，旅客對於選擇航班屬性及水準的偏好，以及在不同的市場區隔下之最佳航班組合及屬性偏好的差異，而研究結果發現，全體受測者在選擇短程航線下的航班時，屬性偏好依序為「稅後票價」、「班機來回抵達時間」、「航空公司品牌」等三種屬性；而最佳的航班組合為「稅後票價比平均票價少15%~25%、班機來回抵達時間為白天去(香港)，晚上回(台灣)、航空公司為國泰航空」。此外，藉由集群分析可將受測者分為「注重抵達時間群」、「票價敏感群」、「國籍航空愛好群」等三群，而票價敏感群之人數比例最高。
稅後票價屬性在大多數的市場區隔中皆為旅客最重視的屬性，因此短程航線之票價雖較一般國際航線低，但仍屬於高價，使得旅客在選擇航班時，依舊將票價列為重要的考量，因此航空公司可朝票價的促銷活動上著手，並搭配不同的航班組合以吸引旅客之購買意願。

In recent years, the number of travel abroad is increasing, especially in the short-haul travel. Furthermore, in Taiwanese international regular route, the route between Taipei and Hong Kong is the largest.Therefore, in the fierce market competition, what combination of short-haul routes is the optimal flight is the main subject to investigate.
This study uses the traditional model of conjoint analysis to discuss the preferences and the combinations of the attributes to the short-haul route flights, as well as the difference between the market segments. The results show that the fare, arrival time and the brand of airlines are the three main attributes of the short-haul route flights. The optimal combination of the short-haul route flight is “15%-25% the fare less than the average, go during the day and return in the night, Cathay Pacific.” In addition, there are three groups, which are the group emphasis on arrival time, fare-sensitive group and the brand of Taiwanese airline-lover. The fare-sensitive group is the biggest group.
In most of the market segments, the attribute of the fare is the most important of the short-haul route flight. According to the study, the airline could use the fare promotion with different flight combinations to attract tourists.

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