以科技接受模式探討旅遊資訊地圖網站使用意向之研究

Abstract

遊客為旅遊計畫而進行資訊搜尋，因行動資訊裝置及網路普及，遊客透過網路資源搜尋旅遊資訊成為主流，而旅遊目的地管理機關亦建置網站並視為行銷重要管道。遊客透過地圖搜尋地理旅遊資訊，三維(There-Dimensional,3D)立體地圖較二維(Two-Dimensional,2D)平面地圖更接近真實地理特徵，提供更直觀的體驗及感受，因此3D地圖在旅遊資訊搜尋應用中具有重要性及未來發展趨勢。東北角及宜蘭海岸國家風景區經營管理機關已建置之「東北角旅遊資訊地圖網站」，以線上地圖為基礎呈現遊客所需之旅遊資訊。 科技接受模式(Technology Acceptance Model, TAM) 於1989年由Davis提出用以探討使用者對科技系統的信念、態度及意圖間的關係，2005年學者Wixom 和Todd提出滿意度整合科技接受模式，被廣泛運用於預測和解釋使用者對科技系統的接受程度。本研究目的透過滿意度及科技接受模式評估「東北角旅遊資訊地圖網站」功能，並探討影響使用者對資訊及系統品質、滿意度、認知有用性、認知易用性、態度及行為意向之關係，提供目的地管理機關網站功能優化之參考，藉以促進遊客使用意願提升網站成效。 本研究於112年10月至113年3月以現地問卷調查福隆遊客中心和大里遊客中心共307位遊客，實際使用網站並完成指定操作任務後之想法，以偏最小平方法的結構方程模型(PLS-SEM)分析，結果顯示以滿意度及科技接受模式檢驗遊客對網站想法的各變項間關係，統計上具有良好之信效度，且具有良好解釋能力以及預測能力，各變項皆獲得高度認同，分析結果顯示，資訊及系統品質中各構面部分構面顯著影響品質，路徑分析結果發現資訊品質顯著正向影響資訊滿意度，系統品質顯著正向影響系統滿意度，資訊滿意度顯著正向影響認知有用性，系統滿意度顯著正向影響認知易用性，認知有用性及認知易用性皆顯著正向影響對該網站的態度，而態度亦顯著正向影響使用意向。 整體而言，本研究深入分析東北角地區遊客對「東北角旅遊資訊地圖網站」的評價及其影響因素，並提供優化網站的建議，研究結果對理解遊客的行為意向有所幫助，也為未來改進網站提供了實用的參考。

Tourists conduct information searches for travel planning, and with the widespread use of mobile devices and the Internet, online searches for travel information have become the norm. Destination management organizations have established websites and consider them essential marketing tools. Tourists utilize maps to obtain geographical travel information, with three-dimensional (3D) maps providing a more realistic representation of geographical features compared to two-dimensional (2D) maps, thereby offering a more intuitive experience. As a result, 3D maps are increasingly significant and hold substantial potential for future development in travel information applications. The Technology Acceptance Model (TAM), introduced by Davis in 1989, explores the relationships among users' beliefs, attitudes, and intentions regarding technology systems. In 2005, Wixom and Todd extended TAM by integrating user satisfaction, which has been extensively used to predict and explain technology system acceptance. This study aims to evaluate the functionality of the "Northeast and Yilan Coast Tourism Information Website" and to investigate the relationships affecting users' perceptions of information and system quality, satisfaction, perceived usefulness, perceived ease of use, attitude, and behavioral intention. From October 2023 to March 2024, a field survey was conducted with 307 tourists at the Fulong Visitor Center and the Dali Visitor Center. Participants' feedback was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that the relationships among variables related to tourists' perceptions of the website, assessed through satisfaction and TAM, exhibited good statistical reliability and validity, with strong explanatory and predictive capabilities. All variables received high endorsement. Path analysis revealed that various dimensions of information and system quality significantly impacted their respective qualities. Additionally, satisfaction positively influenced perceived usefulness and ease of use, which in turn shaped user attitudes towards the website. Positive attitudes subsequently increased intentions to use the site. Overall, this study provides a comprehensive analysis of tourists' evaluations and the factors influencing their perceptions of the "Northeast and Yilan Coast Tourism Information Website," offering recommendations for website optimization. The findings enhance the understanding of tourist behavioral intentions and provide valuable insights for future improvements to the website.