台灣燈會網頁使用行為與活動訪客量關係之建構

Identify the Relationship between Official Website Behavior and the Number of Attendees at the Taiwan Lantern Festival

目的地管理組織以旅遊官網宣揚形象，也是遊客查詢目的地旅遊資訊不可或缺的管道之一。而查找資訊過程中點擊官網所留下的網頁瀏覽記錄反映人們在出遊前的搜尋資料行為和歷程，可成為了解人們旅遊行為的資料來源。旅遊競爭力象徵一國旅遊環境的整備度，也可反映出遊客間相對的經濟優劣勢，極為可能影響遊客是否能啟程前往目的地。因此，本研究旨在探討網頁使用行為、旅遊競爭力、節慶活動到訪人數之間的關係。本研究取得觀光局授權長期收集與整理官方網站的節慶活動網頁瀏覽資料，從2017年11月到2018年3月，超過3億筆資料。以旅遊競爭力為中介變項，驗證各個變數之間的關係。研究結果顯示旅遊競爭力有中介效果，網頁觀覽習慣與燈會訪客人數相關性顯著。

The official tourism website is an indispensable channel for the Destination Management Organization (DMO) to promote its image and provide tourism information. The information recorded by the web server log data (WSLD) left by visitors browsing the website is an important source of information about people’s behavior. Using the WSLD to increase the understanding of potential visitors is important in assisting marketing and promotion of destination management organization (DMOs). The Taiwan Lantern Festival attracts many foreign tourists to Taiwan. However, if the number of foreign tourists could be estimated before the event, it would be an important reference indicator for the marketing plan and on-site arrangement of the lantern festival. The WSLD reflects people’s behavior and history of searching for information before traveling, so it enabled DMOs to consider the factors that affect foreign tourists when planning their trips. Travel & Tourism Competitiveness (TTC) symbolized the degree of readiness of a country’s tourism environment and reflected the relative economic advantages and disadvantages among tourists, which was highly likely to affect tourists’ choice of destination. This study explored the relationship between WSLD, TTC, and the actual number of visitors to the Taiwan Lantern Festival. WSLD was collected via the official website of the Taiwan Tourism Bureau from November 2017 to March 2018. The research results showed that the TTC index shows a slight mediation effect. The results indicated that viewing time and pages viewed were significantly related to the actual number of attendees to the lantern festival.