運輸的需求是無所不在的，觀光產業亦是如此。近年來隨著全球旅遊市場的興起，國內外旅遊趨勢的逐漸盛行，在觀光人次的倍增之下觀光旅次的交通需求也隨之上升，景點與景點間移動的交通需求顯得更加重要，觀光旅次之運輸需求推動政策成為近年來亟需規劃的課題。在制定提升觀光旅次之公共運輸方案過程需要龐大人力與公務預算，因此制定政策時最忌因承受各方壓力草率制定，須先找到欲解決問題背後的根本原因，並建立起政策制定的準則及層級架構，方能有效提出改善建議或方案，將有限的資源運用在適當的時機、投注在合宜的政策，以發揮最大的效果。
本研究以政府部門角度為出發點，以文獻回顧法結合現行政策、使用SCARCE旅客運輸服務評估指標及公共運輸改善對策周延政策架構，將提升觀光旅次之公共運輸改善政策建立四個構面，分別為：改善服務、訂價策略、資訊宣傳及部門合作及項下共十三項準則，接著透過模糊層級分析程序法(FAHP)賦予各項政策準則的相對重要度，在來以產官學界專家建議為基礎，使用重要度表現程度分析法(IPA) 結合構面準則權重，分析現行提升觀光旅次之公共運輸台灣好行及台灣好玩卡兩大表現程度提出優先改善項目及建議。
本研究結果發現，政府部門在制定提升觀光旅次之公共運輸政策時應首重改善服務構面及「SCARCE服務水準變數」為基礎的相關準則。在現行政策部分宜加強運具服務穩定可靠性及制定營收管理票價，並減少政府無效率活動。本研究結果結合理論、實務以及各界專家意見，除可作為政府觀光及交通部門策略訂定之參考、更可作為日後具體方案評選之依據。

Transport demand is ubiquitous, especially in tourism trips. In recent years, with the rise of global tourism market, it makes the need for transportation to one point to another to become more significant. Recently, implementing policy to solve the demands of tourism trips has become an urgent issue. The process of establishing public transportation measures takes a lot of manpower and public budget. Instead of rushing into decisions under pressure by different parties, setting up policies standards and hierarchical organizational structure, and putting limited resources in the right place would have the maximum efficiency towards solving the issue.
The purpose of this study is to develop a guideline of improving public transportation policy for tourism trips. This study stands on the perspective of government departments, developed 13 individual factors which under 4 dimensions (Service improvement、Pricing、Promotion and Collaboration), and this study integrates 15 experts opinions to analyze relationship about importance and performance (IPA) of the public transportation policy in Taiwan in order to provide specific suggestions to government departments.
The empirical study suggests that the most important dimension is the Service improvement and relevant factors based on the “SCARCE”. In the current policy of Taiwan, it is necessary to strengthen the stability and reliability of the transportation services in a demand-oriented approach and to establish cost and revenue management by fare, and to reduce government failure. This study contributes to develop a framework of improving public transportation policy and helping government departments increase tourists by improving public transportation policy.

參考文獻-中文
1.交通部觀光局，中華民國105年國人旅遊狀況調查，2017年。
2.交通部觀光局，中華民國105年來台旅客消費及動向調查，2017年。
3.交通部觀光局，觀光統計年報，2017年。
4.交通部觀光局，106年台灣好玩卡推廣計畫申請書，2017年。
5.交通部觀光局，第 4 屆「政府服務品質獎」參獎申請書，2014年。
6.國家發展委員會，2017年「產業升級及創新經濟」，2017年。
7.張有恆，「現代運輸學」第四版，華泰文化事業股份有限公司，台北市，2017年。

參考文獻-網頁
1.交通部運輸研究所，交通行動服務(MaaS)示範建置計畫，https://www.iot.gov.tw/Modules/ResearchProcess/ResearchProcess-Details?node=37f9d5cc-17dc-4691-b6e2-0fef8e430163&id=b98cf279-6ff5-4a77-b82e-b9ca1237852b ,2017年12月。
2.中華智慧運輸協會，智慧型運輸系統(Intelligent Transport Systems, ITS) http://www.its-taiwan.org.tw/ch/a-2.asp,2017年12月。

參考文獻-英文
1.Albalate, D.,& Bel, G. (2010).Tourism and urban public transport: Holding demand pressure under supply constraints. Tourism Management, 31(3), 425-433.
2.Baltes, M. R. (2003). The importance customers place on specific service elements of bus rapid transit. Journal of Public Transportation, 6(4), 1.
3.Buckley, J. J., 1985, Fuzzy hierarchical analysis, Fuzzy Sets and Systems, 17(3), 233-247.
4.Butler, G.,& Hannam, K.(2012). Independent tourist's automobilities in Norway. Journal of Tourism and Cultural Change, 10(4), 285-300.
5.Carreira, R., Patrício, L., Jorge, R. N., Magee, C., & Hommes, Q. V. E. (2013). Towards a holistic approach to the travel experience: a qualitative study of bus transportation. Transport Policy, 25, 233-243.
6.Ceder, A. A. (2006). Planning and evaluation of passenger ferry service in Hong Kong. Transportation, 33(2), 133-152.Ceder, 2006
7.Chang, H. H., & Lai, T. Y. (2009).The Taipei MRT (Mass Rapid Transit) tourism attraction analysis from the inbound tourists’ perspective. Journal of Travel & Tourism Marketing, 26(5–6), 445–461.
8.Derdenger, T., & Kumar, V. (2013). The dynamic effects of bundling as a product strategy. Marketing Science, 32(6), 827-859.
9.Dickinson, J. E., Calver, S., Watters, K., & Wilkes, K. (2004).Journeys to heritage attractions in the UK: a case study of National Trust property visitors in the south west. Journal of Transport Geography, 12(2), 103-113.
10.Downward, P., & Lumsdon, L. (2004).Tourism transport and visitor spending: A study in the North York Moors National Park, UK. Journal of Travel Research, 42(4), 415-420.
11.Dubois,G.,Peeters,P.,Ceron,J.-P.,&Gössling,S.(2011).The future tourism mobility of the world population: Emission growth versus climate policy. Transportation Research Part A: Policy and Practice, 45(10), 1031-1042.
12.Edwards, D., & Griffin, T. (2013). Understanding tourists’ spatial behaviour: GPS tracking as an aid to sustainable destination management. Journal of Sustainable Tourism, 21(4), 580-595.
13.Estol, J., & Font, X. (2016). European tourism policy: Its evolution and structure. Tourism Management, 52, 230-241.
14.Gray, G. E. (1992). Perceptions of public transportation. Public Transportation, 2nd Edition. Englewood Cliffs: Prentice Hall.
15.Gössling, S. (2013). Urban transport transitions: Copenhagen, city of cyclists. Journal of transport geography, 33, 196-206.
16.Gimeno, C., & Vila, N. (2007). Competitive group analysis of public transport services. Journal of Travel & Tourism Marketing, 21(1), 13-29.
17.Gossling, S. (2010). Carbon management in tourism: Mitigating the impacts on climate change.London: Routledge.
18.Gronau, W., & Kagermeier, A. (2007). Key factors for successful leisure and tourism public transport provision. Journal of transport geography, 15(2), 127-135.
19.Gronau, W. (2017). Encouraging behavioural change towards sustainable tourism: a German approach to free public transport for tourists. Journal of Sustainable Tourism, 25(2), 265-275.
20.Guiver, J., Lumsdon, L., Weston, R., & Ferguson, M. (2007). Do buses help meet tourism objectives? The contribution and potential of scheduled buses in rural destination areas. Transport Policy, 14(4), 275-282.
21.Hall, C. M. (2014). Tourism and Social Marketing: Routledge.
22.Hall, C. M., & Lew, A. (2009). Understanding and managing tourism impacts: An integrated approach. London: Routledge.
23.Imhof, R., Vogel, M., & Ruiz, G. (2009). Mobility and protected areas in the Alps. Eco. mont-Journal on Protected Mountain Areas Research, 1, 57-62.
24.Kaplan, S., Manca, F., Nielsen, T. A. S., & Prato, C. G. (2015). Intentions to use bike-sharing for holiday cycling: An application of the Theory of Planned Behavior. Tourism Management, 47, 34-46.
25.Ladki, S., Bazzi, R., & Hallal, R. (2016). The Effect of Public Transportation on the Sustainability of Lebanon’s Tourism Industry. Journal of Tourism and Hospitality Management, 4(4), 160-168.
26.Lai, I. K. W., & Hitchcock, M. (2015). Importance–performance analysis in tourism: A framework for researchers. Tourism Management, 48, 242-267.
27.Le-Klähn, D.-T., & Hall, C. M. (2015). Tourist use of public transport at destinations–a review. Current Issues in Tourism, 18(8), 785-803.
28.Le-Klähn, D.-T., Hall, C. M., & Gerike, R. (2014). Analysis of Visitor Satisfaction with PublicTransport in Munich. Journal of Public Transportation, 17(3), 68-85.
29.Liddle, J., McElwee, G., & Disney, J. (2012). Rural transport and social inclusion: The DalesBus Initiative. Local Economy, 27(1), 3-18.
30.Liu, C.-H., Tzeng, G.-H., & Lee, M.-H. (2012). Improving tourism policy implementation–The use of hybrid MCDM models. Tourism Management, 33(2), 413-426.
31.Lumsdon, L., Downward, P., & Rhoden, S. (2006). Transport for tourism: can public transport encourage a modal shift in the day visitor market? Journal of Sustainable tourism, 14(2), 139-156.
32.Lumsdon, L. M. (2006). Factors affecting the design of tourism bus services. Annals of Tourism Research, 33(3), 748-766.
33.MacKinnon, D., Pirie, G., & Gather, M. (2008). Transport and economic development. In R. Knowles, J. Shawn, & I. Docherty (Eds.), Transport geographies: Mobilities, flows andspaces (pp. 10–29). Malden: Blackwell.
34.Malhado, A. C. M., & Rothfuss, R. (2013). Transporting 2014 FIFA World Cup to sustainability: exploring residents’ and tourists’ attitudes and behaviours. Journal of Policy Research in Tourism, Leisure and Events, 5(3), 252-269.
35.Martilla, J.A., James, J.C., 1977. Importance-performance analysis. J. Market. 41 (1),77–79.
36.Michael, E. J. (2010). In search of Australia's missing tourists. CAUTHE 2010:Tourism and hospitality: challenge the limits (pp. 991–1008). Hobart: University of Tasmania.
37.Molin, E. J., & Timmermans, H. J. (2006). Traveler expectations and willingness-to-pay for Web-enabled public transport information services. Transportation Research Part C: Emerging Technologies, 14(2), 57-67.
38.O'Sullivan, E. L. (1991). Marketing for Parks, Recreation, and Leisure: State College, PA: Venture.
39.Pun-Cheng, L. S. (2012). An interactive web-based public transport enquiry system with real-time optimal route computation. IEEE Transactions on Intelligent Transportation Systems, 13(2), 983-988.
40.Russo, A. P., & Van Der Borg, J. (2002). Planning considerations for cultural tourism: a case study of four European cities. Tourism Management, 23(6), 631-637.
41.Saaty, T. L. (1980). The analytic hierarchy process: planning. Priority Setting. Resource Allocation, MacGraw-Hill, New York International Book Company, 287.
42.Saaty, T. L. (2008). Decision making with the analytic hierarchy process. International Journal of Services Sciences, 1(1), 83-98.
43.Sampson, S. E., & Showalter, M. J. (1999). The performance-importance response function: Observations and implications. Service Industries Journal, 19(3), 1-25.
44.Slack, N. (1994). The importance-performance matrix as a determinant of improvement priority. International Journal of Operations & Production Management, 14(5), 59-75.
45.Smith, A., Robbins, D., Dickinson, J.E. (2017) Defining sustainable transport in rural tourism: experiences from the New Forest. Journal of Sustainable Tourism. http://dx.doi.org/10.1080/09669582.2017.1401633.
46.Thompson, K., & Schofield, P. (2007). An investigation of the relationship between public transport performance and destination satisfaction. Journal of transport geography, 15(2), 136-144.
47.Tzeng, G.-H. and Teng, J.-Y., 1993, Transportation investment project selection with fuzzy multiobjective, Transportation Planning and Technology, 17(2), 91-112.
48.Uysal, M., Li, X., & Sirakaya-Turk, E. (2008). Push-pull dynamics in travel decisions. Handbook of Hospitality Marketing Management, 412-439.
49.Wang, D., Qian, J., Chen, T., Zhao, M., & Zhang, Y. (2014). Influence of the High-Speed Rail on the Spatial Pattern of Regional Tourism–Taken Beijing–Shanghai High-Speed Rail of China as Example. Asia Pacific Journal of Tourism Research, 19(8), 890-912.
50.Wejwithan, A., Knoflacher, H., & Frey, H. (2017, September). Impacts of Sustainable Transportation on City Tourism: a case of Chatuchak Market in Thailand. In REAL CORP 2017–PANTA RHEI–A World in Constant Motion. Proceedings of 22nd International Conference on Urban Planning, Regional Development and Information Society (pp. 261-269).
51.Yeh, C. H., & Chang, Y. H. (2009). Modeling subjective evaluation for fuzzy group multicriteria decision making. European Journal of Operational Research,194(2), 464-473.
52.Yeung, W. (2008). MTR Disneyland Resort Line- A tourism railway. Proceedings of the International Conference on Railway Engineering (ICRE) – Challenges for Railway Transporation in Information Age (pp. 100–103). Hong Kong: Institute of Engineering & Technology.
53.Zadeh, L. A., 1965, Fuzzy sets, Information and Control, 8(3), 338-353.