國際數位遊客現地旅遊資訊搜尋行為之研究-網站使用分析與質性分析綜合研究

The Study of International Digital Tourists’ On-Site Information Search Behavior – A Mixed Research of Web Usage Analysis and Qualitative Approach

夏秉楓(Hsia Ping-Feng)

指導教授 ： 李晶 ； 原友蘭

國立臺灣師範大學/運動與休閒學院/運動休閒與餐旅管理研究所/博士(2019年)

https://doi.org/10.6345/NTNU201900942

摘要

網際網路與行動裝置的普及改變了人們的資訊搜尋行為，對旅遊資訊搜尋行為來說，線上與現地的資訊搜尋更加蓬勃，然而現階段的研究較少從行為面向來探討相關議題；因此，本研究目的主要有兩個面向：一是探討國際數位遊客現地旅遊資訊搜尋行為，二是探討國際數位遊客於旅遊目的地官方網站的資訊搜尋行為。研究方法亦分為兩大部分，第一部分透過深度訪談進行調查，調查期間為2017年6月20日至2017年9月29日，總共訪談了25位研究參與者，以內容分析整理歸納出研究結果；第二部分透過網站使用分析工具Google Analytics進行分析與調查，資料擷取期間為2016年10月1日至2017年9月30日，總共擷取了959,855個工作階段，依據GA報表、t檢定以及集群分析整理歸納出研究結果。
根據訪談結果發現國際數位遊客的現地旅遊資訊搜尋行為包括：
一、在旅遊資訊需求方面，現地旅遊資訊需求為功能、享樂以及創新需求；
二、在旅遊資訊管道方面，現地旅遊資訊管道有搜尋引擎以及行動裝置應用程式；
三、在旅遊資訊資源方面，現地旅遊資訊資源包括實體網絡與網際網路的人際資訊來源；
四、在旅遊資訊搜尋策略方面，影響因素包含搜尋工具的採用、旅遊資訊語言友善情性以及旅遊前資訊搜尋程度；現地旅遊資訊搜尋策略整體來看是任務導向。
而根據網站使用分析結果發現國際數位遊客於旅遊目的地官方網站的旅遊資訊搜尋行為則包括：
一、國際數位遊客主要在旅遊目的地官方網站進行旅遊規劃階段之資訊搜尋；旅遊目的地官方網站扮演旅遊資訊樞紐的角色；
二、旅遊目的地官方更加吸引非現地旅遊資訊搜尋之遊客使用，其展現出對旅遊目的地官方網站較高的黏著度；
三、國際數位遊客於旅遊目的地官方網站之旅遊資訊搜尋行為，可分為任務導向以及探索導向兩種類型之資訊搜尋行為；任務導向之資訊搜尋行為較狹窄且深長，而探索導向之資訊搜尋行為較廣且淺層；
四、國際數位遊客於旅遊目的地官方網站所瀏覽網頁類型，可分為旅遊資訊目標網頁、旅遊資訊探索網頁以及旅遊資訊大眾網頁；任務導向之國際數位遊客較常瀏覽旅遊資訊目標網頁，探索導向之國際數位遊客較常瀏覽旅遊資訊探索網頁，而旅遊資訊大眾網頁是兩種國際數位遊客皆會瀏覽的網頁。
依據研究發現，在學術方面建議增加現地旅遊資訊搜尋行為之探討、重新檢視旅遊現地階段的資訊搜尋行為意涵，並且加強網站探勘分析技術之結合，以更完整揭露現地旅遊資訊搜尋行為之樣貌。在實務方面建議旅遊目的地官訪網站能夠串連其他旅遊相關網站與管道，並且根據不同的旅遊資訊搜尋行為模式，進行網站架構與功能的設計；而為吸引國際數位遊客之使用，應用多媒體呈現旅遊資訊，以及客製化搜尋功能的加強；除此之外，針對不同國家的國際數位遊客，旅遊目的地官方網站需要在不同的資訊管道上曝光，才能達到觸及的效果。

關鍵字

旅遊目的地 ； 資訊需求 ； 資訊來源 ； 網站瀏覽行為 ； Google Analytics

並列摘要

Travel information search behavior has been changed because the internet and mobile device were used widely. Searching information online and onsite become much more popular. In light of these trends, there are two purposes in this study: the first was to explore international digital tourists’ on-site travel information search behavior, and the second was to investigate international digital tourists’ information searching behavior on destination management organization (DMO) official website. A mixed-method was designed and contained two studies. The first one was a qualitative study. The researcher conducted an in-depth interview from June 20, 2017, to September 29, 2017. 25 participants were recruited, and content analysis was performed in the first study. The second one was a quantitative study. The research employed web use analysis. Data were collected from October 1, 2016, to September 30, 2017. 959,855 sessions were collected and reported by Google analysis. We also performed t-test and cluster analysis through the data in the second study. According to the interview, we summarized several conclusions as following:
A. In the dimension of information need, tourists showed function, hedonic, and innovation needs on on-site travel information search;
B. In the dimension of the information channel, search engine and mobile application were mainly used on on-site travel information search;
C. In the dimension of information resource, interpersonal resource both form physical and internet network was important on on-site travel information search;
D. In the dimension of information strategy, the influencing factors of the strategy were searching device, travel information in tourists’ native language, and the effort of off-site information search. In general, the strategy of on-site travel information search was task-oriented.
Furthermore, the results of web use analysis reflected some features about international digital tourists’ travel information search behavior on DMO official website.
A. International digital tourists searched on DMO official website for travel planning, which indicated destination official website played a role of information hub.
B. Most of the clickstream of destination official website were off-site information search, which reflected tourists in travel planning phase expressed higher stickiness on the DMO official website.
C. The travel information search behavior of international digital tourists could be divided into two types. The first type was task-oriented information search behavior and the search behavior was narrow and deep. The second type was exploration-oriented information search behavior and the search behavior was wide and shallow.
D. The popular webpages of DMO official website browsed by international digital tourists could be divided into three types. The first type was travel information objective page which was visited by task-oriented information search mostly. The second type was travel information exploration page which was visited by exploration-oriented information search mostly. The third type was travel information general page which was visited by task-oriented and exploration-oriented information search equally.
Based on the foregoing findings, there are some suggestions for future research and practitioner. In academia, more researches are needed to explore on-site travel information search behavior, re-examine the type of on-site travel information search behavior, and use web mining technique to discover more features of on-site information search behavior. In practice, DMO should provide sufficient information for on-site information search, and design the structure and function of the website based on digital tourists’ information search behavior patterns. Besides, presenting information in multimedia and customizing search function could attract international digital tourists to use the website. Moreover, DMO needs exposure website on a different channel to reach digital tourists from different countries.

並列關鍵字

Tourism destination ； Information needs ； Information sources ； Website browsing behavior ； Google Analytics

參考文獻

一、中文文獻

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