| Abstract: | 由於全球電子商務盛行，是各個產業行銷及資訊交流的重要平台，餐旅產業自然也不例外。網站是電子商務的最重要媒介，所以網站的建立與發展關係著電子商務的成功與否。網站可以視為企業的大門，可以直接觸顧客，可以讓顧客迅速了解企業及其產品，所以網站可以是為網路行銷的最重要的工具；網站的內容及其呈現的方式又是網路行銷首要工作，網站內容的好壞將會影響顧客的喜好、信任及決定。本研究將著重在兩岸的觀光旅館的網站內容進行評估與討論。過去有不少研究關於網站內的評估在餐旅產業及其它產業，這些研究探討不外乎網站的發展階段及(如Cooper & Burgess(2000)所提的eMICA 等等)、網站的內容分類(如 Baloglu & Pekcan(2006)提出的互動性、導覽性、功能性以及行銷性做為分類)，這些研究有有幾點需要改進： 1.從單一構面進行網站內容評估並不夠完整與客觀。 2.有些分類指標已不符合時代技術的發展，需要重新定義。 3.指標分類的過程過於主觀，專家效度不強。 4.指標分類過於簡單，無法看出該功能的品質。本研究將針對以上的缺點提出具網站內容廣度、發展階段及豐富度的完整評估模型進行改進與補強，以符合實際所需。過去50年，海峽兩岸人民各在不同政治體下生活與發展，兩岸人民的平均國民所得有很大的不同，網路技術發展不同，觀光的發展也不同，本研究嘗試將完整的評估方法對兩岸觀光級旅館網站內容進行評沽與討論，並提出建議，以做出貢獻。
Electronic Commerce is popular in the world, which is also an important platform for industry marketing and information transfer in all kind of industries including Hospitality. Websites are an important medium to electronic commerce, so the establishment and development of website will result in managing website success or not. Website is regarded as a door of business, which communicate with customer directly. It let customer realize business and their products rapidly, so it is an important tool for network marketing. Network marketing begin with website contents. The quality of website contents will relate the interesting, trust, and decision with a customer. The research will evaluate upscale hotel websites between Taiwan and China to explore their website development. In the past, more researches adopt website content analysis in hospitality and other industries. These research are classified into two types, one is focus on website development stage(such as Copper & Burgess propose an eMICA, etc.), the other is the classification of website content(such as Baloglu & Pekcan propose four kinds of classification including Interactive, Navigation, Function, and Marketing). These researches have some problems as follow: 1.These evaluations are not integrated enough for website and objective judged by single point of view. 2.Those attributes of these evaluation models does not contain newly development technology, it should be redefined. 3.The process of these classifications are subjective, expert validity is not enough. 4.These attributes of these evaluation are counted just by exist or not, the quality is good or not does not be discussed. The research propose an complete model to evaluate these hotel websites with the breadth of these attributes, website development stage, and degree of abundant on the website. The research will improve above shortcomings to fit practical requirement. In the past fifty years, People who in Taiwan and China are governed by different regimes. One is democracy, the other is communist. The both sides of people have significant different at national average income to each other. The development of tourism is also different. The research try to evaluate and explore the website development between Taiwan and China using the integrated evaluation model refined by us. Finally, we will propose our suggestion to contribute the tourism industry. |
