以效果階層模式探討目的地網站創意對旅遊意願之影響

A Study of the Impact of Destination Website Creativity on Travel Intention: A hierarchy of Effects Model Perspective

過去鮮少研究從網站創意之觀點探究旅遊意願之形成。網站是現代人蒐集與旅遊目的地有關資訊之重要媒介，其創意設計是如何影響旅遊意願？因此，本研究擬探討目的地網站創意之效果階層模式，效果階層模式分為認知、情感及意欲三個階段，瞭解網站創意如何經由個人的認知與情感，進而影響旅遊意願。以東亞10個旅遊目的地網站為對象，調查351名網站瀏覽者。分析結果發現：網站創意會正向引發網站察覺、網站（目的地）態度與旅遊意願。研究結果可提供網站設計者加強創意元素以引發瀏覽者之旅遊意願，及作為未來研究以網站溝通議題之參考。

Few previous studies have investigated the formation of travel intention from the perspective of website creativity. Websites are important media for the collection of information on travel destinations today. This prompts the question of how they can affect travel intention through creative design. This study therefore presents a hierarchy of effects (HOE) model for destination website creativity. Based on the three HOE stages of awareness, emotion, and intention, the study seeks to understand how the travel intention of individuals is affected through the cognitive and emotional process produced by exposure to website creativity. The study surveyed 351 users of the official tourism websites of 10 countries/cities in East Asia. Analysis of the results revealed that website creativity could positively induce website awareness, website (destination) attitude and travel intention. These findings can serve as a reference both for website designers in strengthening creative elements to motivate travel intention by website users, as well as for future studies on website communication.