由於都市人口密度高及私人運具使用成本低估，暖化問題與永續運輸等議題於近年受到重視。為減緩對環境的衝擊，長期而有效的作法之一乃是調整民眾對於運具使用的習慣，尤其是降低私有機車與小客車的使用。過去經驗發現都市擁塞問題若單以增加供給方式因應，會產生資源不足與無效率配置而窒礙難行，難以改善問題根源；取而代之的方法是了解地方民眾運輸需求，根據現有運輸的選項中，透過管理手段提升運輸效率，抑或規劃大眾運輸設施，移轉民眾對私有運具的依賴，此即為運輸需求管理的目的。
調整民眾運輸需求的作法可分為兩種，其一為鼓勵性的方案，另一則為抑制性的方案。從各國實施成效及相關研究中可發現，民眾對鼓勵性方案接受度較高，如柔性勸說與教育等方式，然而諸如訂定罰則之抑制性方案的成效則較為顯著。近年高雄捷運及高鐵等大眾運輸系統相繼通車、營運後，為高雄地區大眾運輸時代的來臨開啟扉頁。在本文中嘗試探討高雄地區民眾對於大眾運輸使用的偏好，藉由運具旅次使用現況資料及敘述性偏好理論設計運輸需求管理策略情境問卷，探討旅次目的與運具替選方案中影響民眾選擇的屬性變數，包括票價、旅行時間、旅行成本、乘客社經特性、旅次特性等相關變數，透過羅吉特模型校估此等變數對於民眾選擇運具行為之影響，並找出通勤者對運輸需求管理策略的偏好，了解高雄地區民眾對大眾運輸接受意向，以提供政府部門於大眾運輸投資及施政決策上之參考。

Recently, global warming and sustainable transportation has become serious matters. Those problems induced by increasing population and underestimating the using cost of private vehicles. The environmental impact of transport range sfrom the consumption of fuel and land to the effects of pollution, noise and vibration. The long-term and efficient way to reduce the harm of environment is to change the vehicle using habits of population. It is unlikely to mitigate these problems by constructing new highway systems since the available land is limited. Therefore, managing the traffic demand by using Transportation Demand Management approach, TDM, to improve traffic problems has been one of the main strategies employed in the major cities around the world.
TDM is described as being "the art of influencing traveler behavior for the purpose of reducing or redistributing travel demand." The primary purpose of TDM is to reduce the number of vehicles using highway facilities while providing a wide variety of mobility options for those who wish to travel. These are carrot and stick approaches to get people to change behavior. Kaohsiung Mass Rapid Transit(KMRT) Project, currently under construction, will be completed by the year 2008, and the light rail system, high speed rail planed in Kaohsiung city. The public transportation age of Kaohsiung is worth waiting for.
The aim of this paper is to examine the types of travel reduction strategies which are available to policy makers and ranking the preference of citizen. Data collected by questionnaires, including revealed-preference(RP) and stated preference(SP) survey. The SP survey were created by a set of attributes combination. The collected data were examine with multinominal logit model and nested logit model. The results suggested that the package TDM approach should implementes in the same time to achieve the Sustainable Transportation goal.

【1】 姚景星，「實驗設計」，台北：華泰書局，民國78年。
【2】 張有恆，「現代運輸學」，台北：華泰書局，民國94年1月。
【3】 凌瑞賢，「運輸規劃原理與實務」，茂榮書局，民國90年9月。
【4】 陳順宇，「實驗設計」，華泰書局，民國91年2月。
【5】 交通部運輸研究所，「高雄都會區住戶交通旅次調查」，民國87年8月。
【6】 王瑞民，「高雄市發展大眾運輸之問題與改善對策探討」，運輸人通訊，第四十五期，民國94年。
【7】 段良雄、劉慧燕(民89)，「敘述性偏好模式之實驗設計與校估方法」，運輸計畫季刊，第二十五卷，第一期，頁1-44。
【8】 姜渝生、王小娥、張欣聰(民93)，「都市運輸計畫經濟效益分析之初探」，運輸計畫季刊，第三十三卷，二期，頁249-276。
【9】 周榮昌、陳志成、翁美娟( 2004 )，「台灣地區家戶汽機車相互持有與使用間的關係-Ordered Bivariate Probit與SURE模式之應用」，運輸計畫季刊，第三十三卷，四期，頁625-648。
【10】 胡守任、陳俊名(民95)，「行前交通資訊對城際旅行者運具選擇行為影響之研究」，運輸學刊，第十八卷，第一期，頁75-108。
【11】 周宏彥、許玄岡(民96)，「接駁服務對城際運具選擇之影響分析」，運輸學刊，第十九卷，第三期，頁271-300。
【12】 Bateman, I., Carson, R.T., Day, B., Hanemann, W.M., Hanley, N., Hett, T., Jones, A., Loomes, G., Mourato, S., Ozdemiroglu, E., Pearce, D.W., Sugden, R., Swanson, J. (2002) “Economic Valuation with Stated Preferences Techniques. A Manual,” Edward Elgar, Cheltenham, MA.
【13】 Ben-Akiva, M., and Lerman, S.R. (1985) “Discrete Choice Analysis: Theory and Application to Travel Demand,” The MIT Press, Cambridge, MA.
【14】 Loukopoulos, P., G¨arling, T., Jakobsson, C., and Fujii, S. (2004) “A cost-minimization principle of adaptation of private car use in response to road pricing schemes. In Road pricing, the economy,and the environment,” Amsterdam: Elsevier.
【15】 Louviere, J. J. (1988) ”Analysis Decision Making-Metric Conjoint Analysis,” Sage Publications.
【16】 Meyer, M. D. and Miller, E. J. (2001) “Urban Transportation Planning,” Mc Grew Hill.
【17】 Pearmain, D. and Steer D. G. (1991) “Stated preference techniques :a guide to practice,” Hague Consultang Group.
【18】 Dissanayake, D., and Morikawa, T. (2002) “Household Travel Behavior in Developing Countries : Nested Logit Model of Vehicle Ownership, Mode Choice and Trip Chaning,” Transportation Research Record 1805, pp.45-52.
【19】 Fowkes, T. and M. Wardman. (1988) “The Design of Stated Preference Travel Choice Experiments,” Journal of Transport Economics and Policy, Vol.22, No.1, pp.27-44.
【20】 Garling, T. and Schuitema, G. (2007) “Travel Demand Management Targeting Reduced Private Car Use: Effectiveness, Public Acceptability and Political Feasibility,” Journal of Social Issues, Vol.63, No.1, pp. 139—153.
【21】 Goodwin, P. (1992,) “A review of new demand elasticities with special reference to short and long run effects of price changes,” Journal of Transport Economics and Policy, Vol.26, No.2, pp. 155–169.
【22】 Hensher, D.A., and Puckett, S. M. (2007) “Congestion and variable user charging as an effective travel demand management instrument,” Transportation Research Part A, Vol.41, No.7, pp. 615–626.
【23】 Hine, J. (2007) “Travel Demand Management and Social Exclusion,” Mobilities, Vol.2, No.1, pp. 109–120.
【24】 Hensher, D.A., and Puckett, S. (2005) “Road user charging: the global relevance of recent developments in the United Kingdom,” Transport Policy, Vol.12, No.5, pp. 377–383.
【25】 Jaensirisak, S., Wardman, M., and May, A.D. (2005) “Explaining variations in public acceptability of road pricing schemes,” Journal of Transport Economics and Policy, Vol.39, No.2, pp. 127–154.
【26】 Jakobsson, C., Fuljii, S. & Garling, T. (2000). “Determinants of Private Car Users’ Acceptance of Road Pricing,” Transport Policy, Vol.7, No.2, 135-158.
【27】 Loukopoulos, P., Jakobsson, C., Garling, T., Meland, S. and Fujii, S. (2006) “Understanding the process of adaptation to car-use reduction goals,” Journal of Transportation Research Part F, Vol.9, No2, pp. 115–127.
【28】 Loukopoulos, P., Jakobsson, C., Garling, T., Schneider, C. M. and Fujii, S. (2005) “Public attitudes towards policy measures for reducing private car use: evidence from a study in Sweden,” Environmental Science & Policy, Vol.8, No.1, pp. 57–66.
【29】 Marshall. S., and Banister. D. (2000) “Travel Reduction Strategies： Intentions and Outcome,” Transportation Research Part A, Vol.7, No.3 pp. 321-338.
【30】 Meyer, M. D. (1999) “Demand management as an element of transportation policy using carrots and sticks to influence travel behavior,” Transportation Research Part A, Vol.33, No.7, pp. 575-599
【31】 Mayeres, I., and Proost, S. (2001) “Marginal tax reform, externalities and income distribution,” Journal of Public Economics, Vol.79, No 2, pp. 343–363.
【32】 O’Fallon. C., Sullivan. C. and Hensher. D. A.(2004), ”Constraints Affecting Mode Choice by Morning Car Commuter,” Transport Policy, Vol.11, No.3, pp.17-29.
【33】 Thorpe, N., Hills, P. and Jaensirisak, S. (2000) “Public attitudes to TDM measures: a comparative study,” Transport Policy, Vol.7, No.4, pp. 243-257
【34】 Toh, R.S., and Phang, S.-Y. (1997) “Curbing urban traffic congestion in Singapore: a comprehensive review,” Transportation Journal, Vol.37, No.2, pp. 24–33.
【35】 Wichiensin, M., Bell, M., and Yang, H. (2007) “Impact of congestion charging on the transit market: An inter-modal equilibrium model,” Transportation Research Part A, Vol.41, No.7, pp. 703–713.
【36】 Wu, Q. (1978) “On the optimality of orthogonal experimental design,” Acta Mathematicae Applacatae Sinica, Vol.1, No4, pp. 283–299.