Assessing the Online Newsroom Functions of Official Destination Websites: A Mixed Approach Combining the Modified Delphi Method and the Technology Acceptance Model

以修正式德爾菲法與科技接受模式探討觀光目的地官方網站線上新聞室所需功能

劉松達(Sung-Ta Liu)

《觀光休閒學報》 27卷2期 (2021/08) Pp. 245-272

https://doi.org/10.6267/JTLS.202108_27(2).0004

摘要

Studies have suggested designs for user-friendly official destination websites. However, most such studies have considered site users tourists and thus have neglected media professionals' demands for an online newsroom to facilitate communication. This study uses the modified Delphi method to reveal two online newsroom functions: new report references and administration information. The technology acceptance model then provides a theoretical basis to examine potential users' assessments of the functions. Through 216 useable samples, the descriptive analysis indicates that the potential users recognize the functions' necessity, usefulness, and ease of use. Partial-least-squares structural equation modeling also verifies the relationships between variables based on the technology acceptance model. The results highlight the importance of online newsroom functions for real-time interaction and official approbation. Accordingly, this paper fills the research gap and offers a practical reference for establishing an official website online newsroom.

關鍵字

Pressroom ； tourism communication ； TAM theory ； PLS-SEM

並列摘要

已有文獻指出觀光目的地官方網站所需具備之元素。本研究進一步透過德爾菲法，定義出目的地官網線上新聞室的兩大類功能：新聞報導資訊以及一般行政資訊，並發現媒體工作者對資訊的即時互動和官方核定有高度重視。此外，本研究調查潛在使用者如何評估這些功能。透過216份有效樣本，描述性統計結果指出，樣本能認同這些功能的必要性、有用性、易用性。與此同時，偏最小平方結構方程式模型分析分析顯示，必要性對有用性和易用性有正向影響，符合科技接受模式理論。據此，本研究填補既有文獻多考慮網站使用者為遊客，卻忽略媒體工作者需求的研究缺口。同時，本研究爬梳出的兩大類共八種線上新聞室功能，能轉化為目的地官網線上新聞室建置的實務參考。

並列關鍵字

記者室 ； 觀光傳播 ； TAM理論 ； PLS-SEM

參考文獻

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