手機信令資料探勘於改善觀光旅客公共運輸服務之研究–以花蓮縣臺灣好行路線為例

Characterized by its rich natural resources and diverse cultures of different
ethnic groups, Hualien county has attracted many domestic and foreign tourists.
However, most tourists travel by driving their own cars or rental cars in Hualien,
because public transportation access to the county relies merely on the limited
capacity provided by the Eastern Line of Taiwan Railway; the transit service
inside the county is also inconvenient. Although the Tourism Bureau of MOTC
provides two Taiwan Tourist Shuttle routes servicing tourists in Hualien, it
remains a topic worth of investigation whether or not the public transportation
demand of tourists in Huanlein can be satisfied by these two routes. In order to
explore tourists’ potential demand of public transportation in Hualien, this study
utilizes data miniming techniques to analyze Cellular-based Vehicle Probe data
of the tourists in Hualien. We compare the travel demand patterns of potential
public transportation users with the two Taiwan Tourist Shuttle routes in
Hualien. The service gaps are identified and improvement suggestions are
proposed accordingly. The data mining results reveal that Hualien Cultural
Creative Industries Park is a popular scenic spot, but it is not covered by the two
Taiwan Tourist Shuttle routes. Had the routes included this spot, more than 80%
of the potential public transportation demand of the touirsts can be satisfied.
The findings of this study can assist the authorities to examine whether or not
existing tourist transit services are able to meet tourists’ demands and to provide
suggestions to improve the services, such as adding new stops to the existing
routes.