| Summary: | 碩士 === 南開科技大學 === 休閒事業管理研究所 === 105 === With the increasing popularity of Internet, network has been closely integrated with human life. Along with expansion and management of Internet platform, travel websites have touched larger consumer groups because they provide data from preferences to frequency and automatically recommend products that suit individual consumer. They summarize and integrate consumer characteristics in accordance with the attributes. Using big data analysis, they find consumer intention and motivation, and thus develop potential tourism products..
The main purpose of this study is to explore the service and functional attributes of the online travel websites in Taiwan. Moreover, it aimed to examine advertising effect which positively affects consumer attitudes. In this paper, 300 samples were collected by stratified method from Big Taiwan Travel Network, Easy to Travel Network, Lion Travel, Can Star, and other online tourist websites. Questionnaire consisted of 49 items derived from 6 sections. Results found that online travel product attitudes, consumer willingness, and website attribution are positively related. Importantly, advertising attitudes on tourism products and consumer willingness are positively correlated. This paper used factor analysis and structural equation model for more in-depth empirical study. Results showed that tourism websites present design attributes and significantly affects online user's advertising attitudes and product perception. They also indirectly affect user willingness and satisfaction rate of interactive service.
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