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研究生:吳金龍
研究生(外文):Chin-long Wu
論文名稱:旅館網站設計之探討-以國內外五星級旅館為例
論文名稱(外文):A Study of Hotel Website Design: Domestic and International Five-Star Hotel
指導教授:蔡順慈蔡順慈引用關係
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊傳播學研究所(含碩專班)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:107
中文關鍵詞:旅館網站Web2.0網站發展步驟網站效益
外文關鍵詞:hotel websiteWeb2.0website development procedurewebsite efficiency
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全球旅遊市場不斷成長,旅館業者在網際網路上如何利用資訊科技開創有效的行銷通路,並迎合多變的使用者習慣與影響其消費意圖。網站是介紹與行銷公司產品與服務的利器,更是多元化及全球化經營的工具,因此以國內外五星級旅館網站設計之研究,了解旅館如何以網站設計及Web2.0行銷觀念去創造和顧客間之互動性與效益,以期協助業者取得營運契機及創造旅館商品競爭優勢。本研究以學者(Law and Hsu, 2005;Zafiropoulos et al., 2005;Zafiropoulos and Vrana, 2006)提出之「旅館網站架構」為理論基礎,並納入Web2.0概念之網站功能,透過文獻探討與網站內容分析方式,再以初步結果設計問卷配合訪談方式作相互對照,進行國內外旅館網站的功能建置分析,並以網站功能、Web2.0概念、發展步驟、以及效益作為主要探討主旨。本研究提出四項結論:(1)國內外旅館網站功能特色(2)提出影響業者營運與消費者購買意圖之網站功能及其效益(3)影響未來旅館網站功能設計之發展(4) Web2.0功能在五星級旅館網站應用及效益。研究貢獻為提出增強旅館網站服務效益之設計趨勢建議:(1)新一代旅館網站設計架構(2)旅館網站效益發展架構。期望旅館網站可增進客房、餐廰、會議室、宴會廳等預訂率,發揮旅館網站提升業務成長且突破時間與空間局限的服務效益及市場範圍。
As the global travel market continues to grow, hotel business owners have begun to utilize the Internet to effectively expand sales channels and customize for the varied habits of users in an attempt to influence consumer intentions. A website is an effective channel to introduce the company to the world and market its products. It is also a versatile tool for global marketing. Therefore, this research aims to study the website designs of five-star hotels in Taiwan in an attempt to understand how hotels create interactivity and maximize marketing through website design and the Web2.0 concept. Results of this study will provide a reference which may help business owners gain opportunities and create maximum competitive advantages. This research is based on the Hotel Website Structures discussed by Law and Hsu (2005), Zafiropoulos et al. (2005), and Zafiropoulos and Vrana (2006) and incorporates the Web2.0 concept website functions into the research. Through literature exploration and website content analysis, initial research results are used to design the questionnaire for the interviews and a series of website function analyses targeting domestic and international hotel websites is conducted, which explores the website functions, Web2.0 concepts, process of development, and overall effect. This research proposes four conclusions: 1. characteristics in the functions of domestic and international hotel websites; 2. website functions that affect hotel operations and consumers’ intention to buy and the effects; 3. developments that may affect future website function designs for hotels; and 4. applications and effects of Web2.0 functions in websites of five-star hotels. This research contributes the following suggestions for future trends that will enhance the service effectiveness of hotel websites: 1. website design structure for new generation hotel websites; and 2. development structure of effective hotel websites. Through this research, we expect to increase the booking rates of guestrooms, restaurants, conference rooms, and banquet halls and maximize sales growth and market share through services that break through the limitations of time and space.
摘要.............................................................................................................................I
目次.................................................................................................................. .........II
表次.................... ...... ..................................................................................... .. ..... IV
圖次.......................... ................................................................................. ..............VI

第一章 緒論...............................................................................................................1
第一節 研究背景與動機...................................................................................1
第二節 研究問題與目的...................................................................................3
第三節 研究範圍與限制...................................................................................4
第四節 名詞解釋...............................................................................................5

第二章 文獻探討.......................................................................................................8
第一節 網站設計研究.......................................................................................8
第二節 網站效益分析研究……………………...............................................9
第三節 網站發展步驟研究…………………………………………....... ......11
第四節 旅館網站相關研究..............................................................................12

第三章 研究設計與方法..........................................................................................22
第一節 研究流程..............................................................................................22
第二節 研究對象..............................................................................................24
第三節 研究方法..............................................................................................26

第四章 資料分析與結果..........................................................................................38
第一節 全球與台灣五星級旅館網站功能建置情形.... .................................38
第二節 全球與台灣旅館網站基本建置功能......... .... ...................................51
第三節 國內外五星級旅館網站功能特色............. .... ...................................59
第四節 Web2.0在五星級旅館網站應用.......... ... .... ... .................................62
第五節 全球與台灣旅館網站之發展步驟............. .... ...................................63
第六節 業者與使用者訪談..............................................................................65

第五章 結論與建議.................. ........... ...................................................................70
第一節 研究結論..............................................................................................70
第二節 Web2.0對五星級旅館網站應用及效益.............................................75
第三節 旅館網站發展趨勢..............................................................................77
第四節 研究建議..............................................................................................81

參考文獻....................................................................................................................83
附錄............................................................................ ..... .........................................91
附錄一、旅館網站構面之資訊功能評量表................ .. ......... .... .................91
附錄二、旅館網站使用問卷............. ....... ...... .. ..... ............. ........................94
附錄三、土耳其旅館網站評量表.. ....... ...... ..... ....... ........ .......... ................96
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