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E10106
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目的地行銷組織之網站創意:量表發展與實證評估
Website Creativity of Destination Marketing Organization: Scale Development and Empirical Evaluation
1.劉瓊如
1.Chyong-ru Liu
1.國立彰化師範大學地理系環境暨觀光遊憩碩士班
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
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1.國立彰化師範大學地理系環境暨觀光遊憩碩士班
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2012-08-01
A.14 計畫執行期間(訖):2013-07-31
2013-01-012013-03-31 2013-04-012013-06-30
A.16 收到日期:2013-09-24
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曾經有自助旅行經驗的背包客為主,邀請至亞洲十大旅遊目的地網站填答。

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第一次問卷調查:350份 第二次問卷調查:351份

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C.2 聯絡日期:2013-09-25
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1.國立彰化師範大學地理系環境暨觀光遊憩碩士班
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
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C.7 資料公開日期:2015-08-01
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1.目的地行銷組織
2.網站創意
3.量表發展
1.Destination Marketing Organization(DMOs)
2.Website Creativity
3.Scale Development
儘管網際網路已廣泛的成為目的地行銷組織之行銷工具,卻極少探討評估此類型網站創意性之研究。因此,本研究試圖建構目的地行銷組織網站創意評估量表。有 鑑於此,本研究擬以階段性方式進行,第一階段基於理論基礎得到量表的初始題項;第二階段為量化研究,依循一般量表的建構程序,發展具信、效度之測量工具, 本研究得到一具四因素的目的地網站創意包含:美觀與情感設計、互動性設計、重要性設計、獨特性設計共22題測量問項;第三階段邀請350位背包客以此量表 來評估亞洲地區10個目的地行銷組織之網站創意表現,結果指出最佳前三名目的地行銷組織依序為韓國、台灣及日本。本研究亦提出若干管理意涵與未來研究方向 之建議。

The Internet is now widely used as a marketing tool by destination marketing organizations (DMOs), yet studies probing and evaluating the creativity of these types of websites are rare, therefore, this study will attempt to construct a DMOs’ website creativity evaluation scale. This study is to be carried out in stages. In the first stage, literature review was employed to form the initial scales. The second stage will be a quantitative study in which reliable and effective measurement tools are to be developed in accordance with construct processes used in general scales. Through a rigorous instrument development process, four factors twenty-two indicators were finally identified: aesthetics and affect design, interactivity design, importance design and novelty design. In the third stage, 351 backpackers are to employ this scale to assess how 1o Asian DMOs perform in their website creativity. The results indicated that Korea DMO had the highest score, followed by Taiwan DMO and Japan DMO. Implications of these findings for application and areas for future research are also provided.

D.16 完成檢誤日期:2013-10-21
D.17 預定釋出日期:2015-08-01
D.18 初次釋出日期:2015-08-03
D.19_1 最新版釋出日期:2015-08-03
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10.6141/TW-SRDA-E10106-1
追蹤清單
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