The Study of Travel Agencies Making Decision on Travel Web Site

• Main Authors: Chin-Ten Cheng, 鄭心恬
• Other Authors: Ming-Huei Lee
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/29421610187073693695

碩士 === 中國文化大學 === 觀光事業研究所 === 89 === Being an electronic enterprise has become a hot trend in the world. Facing with such environment, what factors will travel agencies consider when they construct their web sites? During this construction process, what type of decision should they adopt? After construction, how to interact with consumers? In addition, will the unique characteristic of Taiwan affect the success rate of travel web site? All these will be questions of this research. Therefore, the purpose of the research in this thesis is to understand the necessary characteristics, functions and contents required by travel agencies for establishment of their web sites as well as factors to be considered and the influence of attributes of these agencies on construction of travel web site. In the course of study, through methods like descriptive statistics, cross analysis, variation analysis, T test and discriminate analysis etc., analysis will be conducted on the decision process of travel agencies, their perception on the role of travel web site and characteristics, contents and functions that should be included during building of travel web site. This research has made the following discoveries: The travel web site is mainly a promotion tool for the travel agency itself and its contents should include six aspects: travel service, itinerary scheduling, information inquiry, on-line transaction, scenic spot tour, exchange and interaction etc., In addition, travel web site decision should include six aspects: condition of consumer, condition of geography in Taiwan, condition of related company, condition of related products, condition of related participation and condition of related personnel etc., and out of these degree of influence by consumer is the greatest.