東北部藍色公路套裝組合與行銷策略之研究

Due to the efforts of the tourism administration, the domestic travels have developed several different types. The blue highway is the newly popular leisure travel tour. The blue highway of the Taiwan northeastern includes three package tours of Jisu, Suhau and Jihau. From the demand opinions, the study explores the attributes of the blue highway for the consumer’s preference with stated preference methods. We try to construct the utility function with discrete choice model to explain the consumer’s preference behavior about the blue highway tour. As the empirical results, we design the package tours of the northeastern blue highway considering the travel routes and see lights. From the consumer’s social and economic characters, we find out some market strategy and suggest some options to the tourism administration and the blue highway agency.