阿里山國家風景區網站資訊品質之研究

Research on information quality of Alishan National Scenic Area website

本研究主要是在探討遊客們使用阿里山國家風景區網站資訊旅遊類網站資訊，了解遊客們對於阿里山國家風景區網站資訊所提供的各項資訊，是否會反映出遊客的滿意度，從而得知遊客們對於阿里山國家風景區網站資訊的使用是否影響其遊客行為的取向，並根據研究結果提出建議。研究對象以使用過阿里山國家風景區網站資訊之遊客為主，問卷參考e-SERVQUAL量表設計16題，採網路便利抽樣問卷調查方式進行目前共回收300份問卷，有效為271份問卷。資料分析採用敘述性統計及重要度－表現分析法（Importance-Performance Analysis，簡稱IPA）結果發現「我很容易在阿里山國家風景區網站找到我需要的資訊」和「阿里山國家風景區網站上提供資訊的正確性」是待改善的。

In this thesis, we examine whether the tourist information provided by Alishan National Scenic Area Administration Website affect the behaviour of tourists by using questionnaire survey method in order to understand the tourist satisfaction. The results can be provided to the management of Alishan National Scenic Area Administration Website for reference. The targets of this thesis are the tourists who have ever used the website. The questionnaire is based on e-SERVQUAL Questionnaire 16 Questionnaire, A total of 300 questionnaire were collected with 271 effective ones. Using the convenience of online questionnaire survey. The data analysis method used is narrative statistics and the Importance-Performance Analysis (IPA) and found that ''I easily find the information I need on the Alishan National Scenic Area website'' and ''Alishan National Scenic Area website the accuracy of the information provided'' needs to be improved.