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101 官方旅遊網站的魅力品質之探討

出版年度:101

 

論文名稱:官方旅遊網站的魅力品質之探討

 

研究生:邱敏棋   指導教授:蔡子瑋

 

 


論文簡介:

  面對眾多旅遊網站激烈競爭下,官方旅遊網站應該具備哪些因素,才能吸引使用者瀏覽是重要關鍵的議題,為了以更客觀角度獲取影響官方旅遊網站的魅力因素,因此從不同專業背景之受測者了解官方旅遊網站的感受差異。 研究方法結合三個實驗,實驗A和B以修正式德菲法與評價構造法獲得設計實務經驗者、使用者、設計研究者、業者對官方旅遊網站魅力因素的認知,實驗C以重要度問卷篩選獲得7項重要魅力因素,並以Kano品質分析法,獲得官方旅遊網站魅力品質為主題性活動、交通資訊、美食特產;一元品質有圖片,無差異品質則是有地圖導覽、搜尋功能、網頁資訊量,共7項品質特性分類。接著以數量化一類分析獲得魅力品質與因素之間的關聯性,結果獲得對設計研究者來說,影響較高者為圖片(攝影照片)、主題性活動(具地方特色的景點的活動)、交通資訊(免費交通工具)、美食特產(夜市商圈)。對一般使用者來說,影響較高者的為圖片(攝影照片)、交通資訊(路線規劃)、主題性活動(季節性活動)、美食特產(地方文化特色小吃)。 本研究結論分析出不同族群,對官方旅遊網站所需具備的魅力因素,了解不同使用者對旅遊網站魅力品質的需求,減少網站開發前所需調查使用者需求的評估時間,提供相關業者或研究人員作為參考依據。 With the intense competition among many travel websites, what factors should official travel websites possess to attract users is a key issue. In order to obtain the attractive factors in an objective perspective, it is to be explored the cognitive differences of official travel websites between people having dissimilar backgrounds. The method of this research is to combine three experiments with each other. In experiment A and B, Delphi Method and EGM Method are applied to obtain, the attractive factors of official travel websites from the opinions of design experts, design researchers, users and proprietors. In experiment C, Kano model analysis is applied to obtain the attractive qualities including specific activities, traffic information and food specialties. One-dimensional qualities include pictures, indifferent quality, map navigation, search functions and information. Then, Quantification I analysis is executed to obtain the correlation between attractive qualities and factors. The results reveal that the factors with higher correlative coefficient are images (graphic photos), topical activities (Scenery with local features), traffic information (free transportation) and special delicacy (night market) to designers. The factors with higher correlative coefficient are images (graphic photos), traffic information (route planning), topical activities (seasonal activities) and special delicacy (local specific food) to users. The conclusion yields the attractive qualities and factors of the official travel websites and the comparision of various users’ demands. It could benefit to design the user-centered websites and enhance the quality of websit.. The result could provide relevant proprietors or researchers as a reference.

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