旅遊網站功能滿意度之研究

The Study of Function Satisfaction on the Travel Websites

石翠翠(Tsuei-Tsuei Shr)

指導教授 ： 許通安

中原大學/商學院/資訊管理學系/碩士(2007年)

https://doi.org/10.6840/cycu200700614

摘要

摘　　要
　觀光產業與科技產業共同被視為是21世紀之明星產業，除能創造就業機會及增加外匯收入外，對地方社會經濟發展也扮演著重要角色。而旅行社在整個產業鏈中扮演著「工程師」與「化粧師」的地位，是串連著整個觀光旅遊產業各項事業間之靈魂人物。
根據世界觀光組織（World Tourism Organization，簡稱WTO）2000年版的分析報告指出，「觀光」已成為許多國家賺取外匯的首要來源，在全球各國的外匯收入中約有超過百分之八的收入來自觀光收益。而我國觀光旅遊市場因受行政院交通部覯光局於93年放寬領隊、導遊人員考照限制後，造成投入旅遊市場的金流、物流、資訊流、及人力，都呈現前所未有的熱絡景象。
拜資訊科技之賜，全球資訊網、電子商務的蓬勃發展，及政府強力推行周休二日的巨大商業利基下，各式各樣的旅遊網站紛紛成立。各類型的旅遊網站均提供了相當豐富的旅遊資訊、旅遊產品、代辦事項、及相關產業資訊服務等等，且其線上功能不再只是文字或圖片形式呈現，更提供了動態、影音、互動性高的多媒體之表現型態。
本研究以專業旅遊網站為研究對象，透過具有豐富旅遊經驗或具備旅遊專業知識的領隊導遊等人員，以網路問卷方式進行調查與分析網站上功能與內容，了解旅遊網站上的旅遊資訊影響顧客對旅遊網站功能需求的重視程度與滿意度的差異。
研究問卷所有變數是採用李克特Likert五點尺度量表或名目尺度來予以衡量，再運用SPSS統計套裝軟體程式工具，進行相關資料之分析處理；研究發現即使是已具有豐富旅遊經驗與專業知識的領隊導遊人員，仍然相當重視旅遊相關資訊或知識的取得。

關鍵字

線上功能 ； 網站滿意度 ； 旅遊網站

並列摘要

Abstract
Tourist industry and the technology industry is regarded as common 21st century star industries, in addition to creating employment opportunities and increase foreign exchange earnings, the local socio-economic development have also played an important role. Travel agency in the whole industry chain play "engineer" and " Makeup expert " position, It is the linkage of the entire tourism industry between the various undertakings key people.
According to the World Tourism Organization in 2000 version of the report pointed out. " tourism " has become of foreign exchange earner the primary source of for many countries, in the global foreign exchange income of about 8% more than the revenue from tourist receipts. And our country tourist market as a result of The Executive Yuan's Tourism Bureau in 2004 relax tour-guides License Examination, Input tourism market caused the money flow, logistics, information flow, and human, have shown an unprecedented upsurge situation.
Affected by the global information network, and e-commerce to flourish, and the government started to implement a five-day workweek great niche business, all kinds of travel websites have been establishment. Various types of tourism websites have been providing a very rich tourist information, tourist products, charge d'affaires matters, related industries and information services and so on, and its function is no longer just online text or pictures showing the form, provide a more dynamic, video, interactive high-performance Multimedia patterns.
This study is Object for professional tourism websites, with abundant tourism experience or expertise of tour-guide staff, Use of the internet questionnaire survey and analysis site features and content, Discussion of tourism website on the tourism impact of customers for tourism website travel information provided by the degree of attention and level of satisfaction with different views.
All variables study questionnaire was used Likert-type 5 point scale of to make measurable yardstick, using the SPSS statistical software programming tools for information analysis; studies have found that even with rich tourist experience and expertise tour-guides, still considerable importance to the travel-related information or knowledge acquisition.

並列關鍵字

website's satisfaction ； on-line function ； Travel website

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