旅遊網站前端功能與電子化顧客關係管理績效之關係研究

旅遊網站近幾年成為熱門網路行業，不論在歐美或亞洲都有顯著成長，而位於亞洲的台灣也不例外。但旅遊網站的功能與內容相當繁雜，業者往往不了解而漫無目的的投入其中，導致許多失敗的例子。因此本研究試圖從電子化顧客關係管理之概念出發，了解現階段旅遊網站的前端功能與內容和其績效指標間的關係為何?以提供想要轉型或投入旅遊網站的旅遊業者一個參考。本研究選定台北地區的旅遊網站為研究對象，採抽樣的方式對網路使用者及選定的網站業者進行進行問卷調查。分析結果可提供業者或後續研究者在建置網站、評估網站績效及進行網路行銷的意見參考。
Travel web side in Asia has great grow in recently, and many traditional travel agencies want to share the online travel market in recently years. However, most of them were not done well. Based on the concept of eCRM, this study tried to understand which Client-side functions of travel web site will affect web site and travel agencies' performance indices that can afford some suggestions to the travel agencies whom want to get into the online travel market. The Observe Table aims at the Travel web site in Taipei. The direct questionnaire responese are aim at the Internet users and the indirect questionnaire responese are aim at the travel web site's managers. The conclusions give the travel agencies or future researchers some suggestions to build and evaluate the web site and developing some marketing strategies.