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台湾国家风景区观光旅游网站品质与满意度之研究

【中文摘要】:台湾地区海岸绵长、高山林立、岛屿分布、自然资源丰富,由于地层板块不停的运行,造成台湾複杂多变的地形地貌、高山、岛屿、纵谷等景观丰富,为维护优美自然景观与保护生态,目前台湾有13个国家风景区将全台湾精华的自然美景和观光资源集合在内。
因缘网际网路与电子商务应用模式的发展,为推广国际观光,13个国家风景区管理皆打造各具特色的观光旅游网站,强调游憩据点的特色、品质、旅游资讯服务以及交通系统的整合,使「台湾」之名备受世界肯定,由于现今使用者依赖网路取得资讯程度愈来愈高,然而网站实际设计完后,使用者是否真的满意或网站优劣并未深入探讨,目前国家风景区网站品质仍以行政院研考会所规範的网站建置标準设计,并每年以内评方式进行考核,为了了解国家风景区每年投入的网站维运预算建置观光旅游网站,网站品质是否能让使用者真的满意,本研究利用资讯系统成功模式与期望理论、IS持续使用模式,验证期望、确认程度、网站品质、知觉有用性与满意度是否会影响使用者持续使用

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结果显示,影响满意度以知觉有用性为最大变项,网站品质为次要,使用者认为国家风景区观光旅游网站所设计的资讯、内容、服务是否符合个人需求,才是影响满意度并持续使用最大的因素。
【英文摘要】:The Taiwan region features winding coastlines, steep mountain ranges, outlying islands and abundant natural resources. Constant tectonic motion and friction have endowed Taiwan with a highly diverse landscape which includes mountains, islands and canyons. To preserve the elegant natural landscapes and their ecology, Taiwan currently has 13 National Scenic Areas (NSA) to cover most representative natural landscapes and tourism areas.
In response to developments of the internet and e-commerce, all 13 NSA Administrations have created their own tourist websites to introduce the features, quality, tourism and traffic information. As these websites are attracting an increasing number of visitors, users’ satisfaction with the NSA websites or the websites’ strengths and weaknesses are important issues that need to be thoroughly investigated. At present, the design quality of the National Scenic Area websites is still based on the website construction standards defined by the National Development Council, and is reviewed annually through internal evaluat

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ion. The NSA Administrations appropriate budget to maintain and operate these websites. In order to understand whether or not the websites’ quality actually satisfies the visitors, this research adopts the Information Systems Success Model, along with the Expectation confirmation Theory and the Information Systems Continuance Model, to examine whether the expectancy, confirmation degree, website quality, perceived usefulness and satisfaction will influence the users’ intention to continue use. A questionnaire survey was conducted to collect data. The results indicate that perceived usefulness is the most important variable that influence usr satisfaction, whereas the websites’ quality came in second. The users indicate that, the extent to which the information, content, and services offered by the NSA tourism websites meet their needs, is actually the major factor influencing their satisfaction and continued use.
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来源:中山大学;作者:王若婷
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