| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 99 === In this study, an instrument for measuring the quality of website in travel agency was developed and empirically cross-validated. The study considered how E-SQ, E-QUAL, WebQual and eTailQ perspectives could be integrated to develop the framework, using documentary analysis, modified Delphi method and content validity. Survey responses from industry; government; academics and 415 travel agency staffs and directors were used to verify the instrument for travel agency website via exploratory and confirmatory factor analysis, and seven dimensions, 15 standards and 50 indicators were identified of the travel agency website service quality measurement scale. The seven dimensions, in terms of customization and responsiveness, design, assurance, navigation, reliability, Informational fit-to-task, accessibility. The implications for travel agency website are also discussed.
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