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研究生:陳怡潔
研究生(外文):Yi Jie Chen
論文名稱:民宿網站內容評估之研究─台灣與大陸之比較
論文名稱(外文):A Study of Bed and Breakfast Website Evaluation Between Taiwan and China
指導教授:包冬意包冬意引用關係
指導教授(外文):Dong-Yih Bau
學位類別:碩士
校院名稱:大葉大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:77
中文關鍵詞:民宿內容分析法網站評估模型
外文關鍵詞:B&Bcontent analysiswebsite evaluation model
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本研究旨在分析、比較台灣民宿與大陸農家樂網站之建置情況。透過整理網站評估的研究理論,配合實際觀察民宿網站,發展適合民宿網站之評估模型。
本研究依據台灣觀光局列舉之合法民宿名單,作為民宿網站觀察樣本。大陸方面由浙江大學 陸均良 教授提供之農家樂網站名單,作為農家樂網站觀察樣本。採用文獻分析法制定網站構面、功能及其操作型定義,並設計適於本研究之網站評估模型,再以內容分析法進行網站內容評估與編碼,並依據王石番(1991)提出之「兩人間相互同意度和信度係數」,檢視內容分析之信度。
研究結果顯示:台灣民宿網站與大陸農家樂網站在功能廣泛程度明顯不足,可能是因為建置與維護網站的成本考量,業者自行架設網站,卻未從顧客的立場設計網站功能,導致無法滿足顧客之需求。然而,高功能廣泛程度有助保留顧客,故兩岸業者若能提升功能廣泛程度,並以顧客觀點建置與發展網站功能,也許能提升民宿/農家樂在住宿市場的競爭力。
本研究建議民宿與農家樂業者在建置網站時,可加強網站功能,如:視訊、圖片與文字介紹、線上訂房、…等,以吸引並提升遊客訂房之意願。
This study was to compare the Bed and Breakfast (B & B) websites in Taiwan with the farm fun websites in mainland China through an evaluation model. The model was produced through a series of work, that is, the study of website evaluation theories, the observation of B & B websites, and the development of an evaluation model for B & B websites.
The Bed and Breakfast (B & B) websites in Taiwan were sampled according to the Taiwan Tourism Bureau list of legal bed and breakfasts websites. The farm fun websites in mainland China were provided by Professor Lu Junliang from the Zhejiang University. The results of this study are as follows. Both the Bed and Breakfast (B & B) websites in Taiwan and the farm fun websites in mainland China did not have comprehensive functions, possibly because of cost considerations concerned with the deployment and maintenance of the websites. These Website owners design their own Web sites, hardly considering customer demands. However, the extent of website functions can help retain customers. Both parties in Taiwan and in mainland China can enhance the extent of website functions from the customers’ point of view, which may be able to enhance the B & B / farm fun hostels’ competitive forces in the lodging and recreation market.
中文摘要 ..................... iii
內容目錄 ..................... iv
表目錄  ..................... vi
圖目錄  ..................... vii
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 6
第二章  文獻探討................. 8
  第一節  民宿產業起源與發展現況........ 8
  第二節  網路行銷............... 9
  第三節  內容分析法.............. 11
  第四節  網站評估模型............. 13
第三章  研究方法................. 18
  第一節  研究流程............... 18
  第二節  確定觀察樣本............. 20
  第三節  建立網站評估構面與功能........ 22
  第四節  進行內容分析與編碼.......... 29
  第五節  信度檢驗............... 29
第四章  資料分析................. 31
  第一節  民宿與農家樂網站功能建置情形..... 31
  第二節  民宿與農家樂網站功能廣泛程度..... 38
  第三節  民宿與農家樂網站的發展階段...... 39
  第四節  對應分析............... 42
第五章  討論與結論................ 45
  第一節  討論................. 45
  第二節  結論................. 48
  第三節  建議................. 48
  第四節  研究限制與未來方向.......... 49
參考文獻 ..................... 50
附錄A  台灣民宿網站分析名單........... 60
附錄B  大陸農家樂網站分析名單.......... 67
附錄C  網站編碼表................ 73
一、中文部份

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