Using AHP and TAM to Develop a Cloud Tourism APP for Sanyi Township, Miaoli County

• Main Authors: Jui-Hua, Wu, 吳瑞華
• Other Authors: Chih-Yao, Lo
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/99179916020500967231

碩士 === 育達科技大學 === 休閒事業管理系碩士班 === 103 === 　The tourism industry in Miaoli County is prosperously developing. Along with continuously innovated navigation technology and communication products, people have difference demands on tourism quality. This study treats the planning of farms in Sanyi Township, Miaoli County, as the theme, and integrates the existing farms and various tourism services to present the live images by mobile information technology. Thus, the overall environment can be integrated with the tourism development trend. The purpose of this study is to develop a restaurant and accommodation reservation system for consumers. 　This study adopted AHP, and determined the hierarchical structure and the weight of each dimension and indicator. The indicators whose total weight was higher than the mean were retained as the basis to design the mobile APP. After completing the design of the app, the questionnaire was designed based on TAM theory. Then, the tourists were asked to answer the questionnaires after they operated the APP. The survey data were collected and analyzed. Finally, SPAW software was used for data analysis. 　This study further explored the main factors influencing the app for tourism in Miaoli County according to the statistical results. The results showed that “system quality” has less influence on “perceived usefulness” and “perceived usability” of the users. “Information quality” influences “perceived usefulness” and “perceived usability” of the users, and the influence reaches the significant level. “User characteristics” influences “perceived usefulness” and “perceived usability” of the users and the influence reaches the significant level. “Perceived usefulness” and “perceived usability” influences “use intention” of the users and the influence reaches the significant level. Among them, “perceived usefulness” is more important than “perceived usability”. The findings can serve as reference for the government, tourism operators, and subsequent researchers.