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台灣燈會網頁使用行為與活動訪客量關係之建構
Identify the Relationship between Official Website Behavior and the Number of Attendees at the Taiwan Lantern Festival
原友蘭、謝義偉、李晶、雍忠、黃孝璋
Yulan Yuan, Yi-Wei Hsieh, Ching Li, Yung Chung, Hsiao-Chang Huan
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【Abstract】
目的地管理組織以旅遊官網宣揚形象，也是遊客查詢目的地旅遊
資訊不可或缺的管道之一。而查找資訊過程中點擊官網所留下的網頁瀏覽
記錄反映人們在出遊前的搜尋資料行為和歷程，可成為了解人們旅遊行為
的資料來源。旅遊競爭力象徵一國旅遊環境的整備度，也可反映出遊客間
相對的經濟優劣勢，極為可能影響遊客是否能啟程前往目的地。因此，
本研究旨在探討網頁使用行為、旅遊競爭力、節慶活動到訪人數之間的關
係。本研究取得觀光局授權長期收集與整理官方網站的節慶活動網頁瀏覽
資料，從2017年11月到2018年3月，超過3億筆資料。以旅遊競爭力為中介
變項，驗證各個變數之間的關係。研究結果顯示旅遊競爭力有中介效果，
網頁觀覽習慣與燈會訪客人數相關性顯著。
The official tourism website is an indispensable channel for the
Destination Management Organization (DMO) to promote its image and provide
tourism information. The information recorded by the web server log data (WSLD)
left by visitors browsing the website is an important source of information
about people’s behavior. Using the WSLD to increase the understanding of
potential visitors is important in assisting marketing and promotion of destination
management organization (DMOs). The Taiwan Lantern Festival attracts many
foreign tourists to Taiwan. However, if the number of foreign tourists could
be estimated before the event, it would be an important reference indicator for
the marketing plan and on-site arrangement of the lantern festival. The WSLD
reflects people’s behavior and history of searching for information before
traveling, so it enabled DMOs to consider the factors that affect foreign tourists
when planning their trips. Travel & Tourism Competitiveness (TTC) symbolized
the degree of readiness of a country’s tourism environment and reflected the
relative economic advantages and disadvantages among tourists, which was
highly likely to affect tourists’ choice of destination. This study explored the
relationship between WSLD, TTC, and the actual number of visitors to the
Taiwan Lantern Festival. WSLD was collected via the official website of the
Taiwan Tourism Bureau from November 2017 to March 2018. The research
results showed that the TTC index shows a slight mediation effect. The results
indicated that viewing time and pages viewed were significantly related to the
actual number of attendees to the lantern festival.
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【Keywords】
網頁伺服器記錄資料、節慶訪客、巨量資料、旅遊競爭力、網 頁瀏覽量、資訊搜尋行為
WSLD, Big data, Event attendance, The travel & tourism competitiveness, Web log analysis, Information searching behavior
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