觀光巴士做為旅遊的交通工具，其多樣化的路線與便利性深受旅客喜愛。然而遊客是否會願意再次搭乘觀光巴士進行旅遊，是有關單位相當重視的議題。因此本研究旨在探討遊客搭乘台灣觀光巴士旅遊動機、體驗價值與重遊意願之研究。本研究採用立意取樣，以全台曾經搭乘過台灣觀光巴士之民眾為調查對象，建立網路問卷並藉由社群媒體轉發請遊客填寫問卷。問卷發放期間為2022年10月15日至11月1日，最後回收問卷622份，並針對研究各項假設進行統計分析。
本研究結果發現：一、旅遊動機正向影響重遊意願 ; 二、旅遊動機正向影響體驗價值；三、體驗價值正向影響重遊意願；四、體驗價值在旅遊動機與重遊意願之間具有中介效果存在。本研究後續針對研究結果提出觀光巴士及旅遊業者相關實務改善建議之參考。
Sightseeing buses are popular among tourists for their diverse routes and convenience as a means of travel. However, whether or not tourists would be willing to take Tourist Shuttle Bus again is an issue of great importance to the authorities concerned. Therefore, the purpose of this study is to investigate the motivation, experience value, and revisit intention of tourists traveling on the Taiwan Tourist Shuttle Bus. The survey was conducted with a sample of people who had ridden Taiwan Tourist Shuttle Bus, and an online questionnaire was created and forwarded to visitors through social media. The questionnaires were distributed from October 15 to November 1, 2022, and 622 questionnaires were collected and statistically analyzed with respect to the study hypotheses.
The results of this study found that: i. travel motivation positively influenced revisit intention; ii. travel motivation positively influenced experience value; iii. experience value positively influenced revisit intention; and iv. experience value had a mediating effect between travel motivation and revisit intention. This study also proposes recommendations for improving the practices of the tourist bus and tourism industry.
