- 期刊
台灣綜合旅行社之網站績效評估與分析
Performance Evaluation and Analysis on Official Websites of Consolidated Travel Agencies in Taiwan
摘要
在數位的時代，近九成的台灣人會使用網路搜尋旅遊相關資訊，而旅行社的官方網站是網友最常用來了解旅遊資訊及產品的平台，目前台灣的旅行社共有3924家，其中853家為分公司，而綜合旅行社只有607家（含468家分公司），綜合旅行可經營國內外的相關業務，規模也比較大。本研究分析607家綜合旅行社之官方網站，其中分公司與總公司通常使用同一個官網，共有130家綜合旅行社之總公司有建置官網，仍有9家綜合旅行社未建置官網。本研究使用之分析工具包括網站計量分析工具Alexa.com、網站時光機Wayback Machine（WM）、行動裝置相容性測試Google Mobile-friendly （GMF） test、Screaming Frog SEO Spider Tool，透過研究工具可分析的綜合旅行社官方網站共有102個，佔73.38%。運用描述性統計分析、獨立樣本t檢定、單因子變異數分析、相關分析、多元迴歸分析等統計方法進行分析。研究結果顯示，台灣綜合旅行社之網站績效普遍表現不理想，不同旅行社背景變項（資本額、有無分公司）及網站背景變項（網站年齡、外部連結數）在網站績效上具有顯著差異，網站的停留時間、瀏覽頁數及跳出率會正向的影響網站流量。根據研究結果分析，旅行社具備較大的規模以及網站有較完整的規劃，會有較佳的網站參與度及較多的網站流量，旅行社資源投入的多寡為主要因素，建議首先建置符合目前數位環境的網站，並規劃專責單位及人員負責網站之經營管理，且豐富網站的內容，則會有較佳的網站績效。
並列摘要
With the growing popularity of Internet use in Taiwan, nearly ninety percent of Taiwanese people search travel information online. Currently there are 3924 domestic travel agencies, among which 853 are branch agencies. In all travel agencies, only 607 of them are consolidated travel agencies, including the headquarters and their branches. Consolidated agencies deal with both inbound and outbound business and are usually larger-sized. The study aims to evaluate the performance on websites of Taiwan consolidated travel agencies. In Taiwan, many headquarters and their branch agencies share the same official website. At present, there are a total of 130 headquarters of consolidated agencies have their own official website, while still nine agencies haven’t built their own websites. The instruments used in the study include Alexa.com, Wayback Machine (WM) and Google Mobile-friendly (GMF) test. There are total 102, accounting for 73.38% official websites able to be analyzed by these instruments. Analysis was carried out by using descriptive statistics, t-test for independent samples, one-way ANOVA, regression analysis. he results indicated that the website performances of consolidated travel agencies in Taiwan generally underperform. Different agency background variables (capital, with or without branch) and website background variables (website age, external link) have significant difference on the performance of the websites. Time on site, page views, and bounce rate positively affect the traffic. The results indicated that scales and resources invested apparently influence the poor performance on the websites. It is therefore suggested that to improve website performance, travel agencies need to establish digital marketing departments in charge of managing the websites.