連鎖暨獨立旅館網站評估之比較研究-以台灣及香港為例

本篇研究採用內容分析法針對台灣及香港的獨立、一般連鎖及跨國連鎖飯店之網站進行評估及分析，當中整合文獻建立評估網站之特點，分析網站的功能廣度、網站發展度及內容豐富度，探討各類型飯店的特色及差異。研究結果顯示在同規模的旅館中台灣旅館表現較香港旅館出色，而在不同規模旅館中，國際連鎖飯店優於一般連鎖飯店優於獨立飯店；在功能廣度上各類型飯店皆有顯著的差異；發展程度方面除了高互動性無顯著外，其他均達顯著的差異；在豐富度上除了音效及影片，其他均有顯著的差異。不同類型的旅館網站內容明顯不同，(1)台灣國際連鎖飯店偏向引用較高科技之特點建立客戶端資料以掌握顧客的需求。(2)香港國際連鎖飯店偏重使用較高科技的特點做銷售較注重行銷功能方面。(3)台灣一般連鎖飯特色為與同集團旗下各地區旅館網站的連結，配合附近景點作旅遊規劃。(4)香港一般連鎖飯店偏向重視商務客戶為主，強調便利性為其取向。(5)台灣獨立飯店主要以開場動畫吸引使用者進入網站，以及超連結旅遊景點與附近景點介紹配合其旅館作銷售。(6)香港獨立飯店所有飯店類型中最差的，網站只有基礎資訊的介紹，並無明顯特色。最後依據研究結果歸納出結論與網站不足之處作相關探討。

關鍵字

網站評估；連鎖飯店；對應分析； eMICA

並列摘要

This study adopted content analysis to conduct assessment and analyze the websites of independent, general chains and multinational chain hotels in Taiwan and Hong Kong. The study integrated related literatures to build the features of assessing websites including breadth of websites, development degree of websites and content richness of website. The study explored the characteristics and differences of various types of hotels through descriptive statistics, one-way ANOVA, multiple correspondence analysis and principal component analysis. The results showed that Taiwan hotels performed more excellently than Hong Kong hotels in the same level of size, while in different sizes, the international chain hotels are superior to general chain hotels and independent hotels. In the functional breadth various types of hotels have significant differences. In the development degree, except for high interactivity stage, the others reached significant differences. In website richness, except for audio and video, the others showed a significant difference. All type of hotel website contents are significantly different. We summarize as the follows. (1) The international chain hotels in Taiwan tend to adopt high technology to build client information to grasp the needs of customers. (2) The international chain hotels in Hong Kong tend to adopt high technology for sales and marketing. (3) The general chain hotels in Taiwan link all hotels of the same group to plan tourism line with related nearby attractions. (4) The general chain hotels in Hong Kong tend to focus on business customers, convenience. (5) Taiwan independent hotels mainly adopt the open animation to attract users to enter their websites, where the hyperlinks of related tourist attractions to promote. (6) Hong Kong independent hotels are the worst among all types of hotels, for there is only basic information on the website without obvious characteristics. Finally, according to the findings, conclusions and related discussions on the shortcomings of the websites are summarized.