| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 99 === Tourism has globally become an emerging superstar industry due to the significant output value and job opportunities it could bring. Countries and institutes that proactively develop tourism all try hard to better their international campaign and travel information updates. Among them, the government-managed tourism portal sites that provide above functions to meet visitors’ need all over the world are especially important.
This study is based on references such as the “d-Service Quality, e-SQ” by Seithaml (2002) and many other related researches to determine seven dimensions that are adequate to discuss Taiwan’s official tourism portal site, which includes efficiency, reliability, Fulfillment, privacy, response, rewards and liaison, aiming to explore the gap between the visitors’ expectation of the service quality and the actual experience, as well as to analyze influence carried out by the experienced quality and satisfaction.
According to the analysis, website efficiency, reliability, Fulfillment and liaison could influence service satisfaction most, so it is suggested that the Taiwan Tourism Bureau should improve its website based on the four metrics. Moreover, when it comes to website users, it is found that users that used the website more frequently and their last visit with shorter interval are with higher satisfaction toward the website, and those whose last visit to the website was at least one year ago are with lower satisfaction toward the website and scored the website functions worse. It is suggested that the Taiwan Tourism Bureau should hold marketing events to attract users to visit the improved new website, meeting visitors’ need and maintaining the high website page views.
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