隨著科技發達，網路成為預測人們生活行為的重要工具。當旅客進行國外旅遊前，在網路上進行資訊搜尋是重要的管道取得對目的地的資訊及形象 。此外也會考慮評估國家旅遊環境的旅遊競爭力作為旅客進行旅遊決策的參考依據。因此本研究目的在探討旅遊競爭力在2018台灣燈會網站使用者的網頁瀏覽紀錄對於燈會期間各到訪國來台旅客人數關係之角色定位為何。本研究利用Google Scholar進行文獻搜尋與整理，探討旅客的資訊搜尋行為與網頁瀏覽紀錄以及旅遊競爭力對於DMO策略、政策之關係，並使用檔案分析法分析從2018台灣燈會網站開站以來至活動開始前的網路日誌及觀光年報中2017年11月至2018年2月的來台旅客居住地分析統計，從中獲得結論後建立一個關係性模型並以描述性統計與偏最小平方法進行後續的資料處理分析。本研究將旅遊競爭力作為自變項、中介變項及調節變項進行討論。研究結果顯示在預測來台旅客人數時，網頁瀏覽紀錄是一個關鍵的潛在變項影響來台旅客人數。而加入旅遊競爭力作為自變項時，對於來台旅客人數的解釋率提升至36.0%；作為中介變項時，旅遊競爭力為部分中介效果，將解釋率從35.3% 提升至37.8%；而作為調節變項時並沒有顯著的調節效果。因此，旅遊競爭力可作為自變項及中介變項的角色，影響網頁瀏覽紀錄與來台旅客人數之間的關係。

With the development of technology, the Internet had become an important tool for predicting people's behavior . When visitor searched information before traveling abroad, searching on the Internet was an important way to obtain information and image of the destination. In addition, the travel and tourism competitiveness (TTC) would be a reference for visitors’ tourism decision-making. Therefore, the purpose of this study was to explore the position of TTC in the relationship between the web browsing history (WBH) of the users and the number of visitors during the Lantern Festival. This study used Google Scholar for literature search to explore the WBH of visitors and the relationship between TTC and DMO strategies and policies, and adopted documentary analysis to analyze the web log of 2018 Taiwan Lantern Festival and the report of visitor arrivals by residence in November 2017 to February 2018. And then, we established a relational model with descriptive statistics and PLS. This study discussed TTC as an independent variable, a mediator, or a moderator. The results show that WBH was a key variable affecting the number of visitors to Taiwan. When TTC became an independent variable, the interpretation rate was increased to 36.0%. When TTC became a mediator, the interpretation rate was from 35.3% increased to 37.8%. And when TTC became a moderator, there was no significant adjustment effect. Therefore, TTC could be used as a role of independent variable and mediator, affecting the relationship between WBH and the number of visitors to Taiwan.

一、中文文獻
王保進 (2015)。中文視窗版SPSS 與行為科學研究 (第二版)。新北市：心理。
李君如、莊惠晶 (2008)。節慶活動經濟效益評估-以2007日月潭九族櫻花祭為例。觀光休閒學報，14(1), 1-27。
李冠毅 (2011)。利用Google Trends分析關鍵字廣告對於產業績效相關性研究 (未出版碩士論文)。樹德科技大學，高雄市。
林資傑 (2018)。《產業》2018臺灣燈會閉幕，明年移師屏東。中時電子報。取自https://www.chinatimes.com/realtimenews/20180312000929-260410
邱皓政 (2006)。量化研究與統計分析：SPSS中文視窗版資料分析範例解析。臺北市：五南圖書出版股份有限公司。
邹统钎 (2017)。旅游目的地管理。中國重慶市：崧博出版社。
胡龍騰、黃瑋瑩、潘中道 (2000)。研究方法：步驟化學習指南。臺北市：學富文化。
韋一茜 (2017)。馬云：大數據時代，我們重新定義世界。取自https://kknews.cc/zh-tw/tech/y6263ra.html
張鉯崴、賴文仁、張志弘 (2013)。臺灣燈會遊客對地區觀光意象，遊覽滿意度與口碑推薦意願之研究-以2013年新竹縣為例。運動休閒餐旅研究，8(4)，106-130。
梁志峰 (2010)。基于 Google 趋势分析的区域网络关注度研究 ①。湖南科技大学学报 (社会科学版)，13(5)，41-48。
湯家偉 (譯) (2016)。結構方程模式：偏最小平方法PLS-SEM。臺北市：高等教育出版。(Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M., 2016)。
黃國彥 (2000)。文件分析法。取自http://terms.naer.edu.tw/detail/1303274.
廖恩志 (2014)。以Google Trends關鍵字搜尋量為基礎之臺灣股市交易行為研究 (未出版碩士論文)。國立臺中科技大學，臺中市。
鄭瑋奇 (2013)。臺灣燈會試燈萬人先睹為快。臺灣新生報。取自https://tw.news.yahoo.com/%E5%8F%B0%E7%81%A3%E7%87%88%E6%9C%83%E8%A9%A6%E7%87%88%E8%90%AC%E4%BA%BA%E5%85%88%E7%9D%B9%E7%82%BA%E5%BF%AB-160636495.html
蘇慧捷 (2002)。自助旅遊者資訊尋求與資訊使用行為之探討，圖書館學與資訊科學，28(2)，1-23。
交通部觀光局 (2002)。觀光客倍增計畫書。取自https://admin.taiwan.net.tw/upload/contentFile/auser/b/doublep/double.htm?no=120#top
交通部觀光局 (2003)。2004臺灣觀光年工作計畫。取自https://admin.taiwan.net.tw/upload/contentFile/public/File/200411/2004.htm?no=118
交通部觀光局 (2007)。Tour Taiwan Years 2008-2009旅行臺灣年工作計畫。取自https://admin.taiwan.net.tw/FileDownLoad/FileUpload/20081103_1.pdf
交通部觀光局 (2007)。重要觀光景點建設中程計畫。取自http://admin.taiwan.net.tw/upload/public/20110914/465bf512-9000-412f-87fc-60c3db34ae3b.pdf
交通部觀光局 (2008)。臺灣燈會介紹。取自http://taiwan.net.tw/2008TaiwanLantern/
交通部觀光局 (2008)。觀光拔尖領航方案。取自https://admin.taiwan.net.tw/index.aspx/public/public.aspx?no=115
交通部觀光局 (2011)。旅行臺灣就是現在Time for Taiwan。取自https://admin.taiwan.net.tw/upload/contentFile/auser/b/annual_2011_htm/Chinese/chapter7_2.html
交通部觀光局 (2014)。2015-2018觀光大國行動方案。取自https://admin.taiwan.net.tw/index.aspx/public/public.aspx?no=379
交通部觀光局 (2015)。重要觀光景點建設中程計畫。取自3.計畫附件_重要觀光景點建設中程計畫(105-108年)(西管處).pdf

交通部觀光局 (2016)。Tourism 2020 - 臺灣永續觀光發展策略。取自https://admin.taiwan.net.tw/FileDownLoad/FileUpload/303b7396-4267-4562-a2f0-52dbabfb4f24.pdf
交通部觀光局 (2016)。新南向「觀光」潛力領域工作計畫。取自https://admin.taiwan.net.tw/FileDownLoad/FileUpload/6ea5efbd-890e-4c25-a7e4-9ee92a092efb.pdf
交通部觀光局 (2018)。「2018臺灣燈會in嘉義」融合國際團隊演出與展燈 吸引國際媒體報導・嘉義觀光名揚國際。取自https://admin.taiwan.net.tw/ActivitiesDetailC001200.aspx?Cond=aeebb3b6-fb7b-44ed-b1b3-8af7b368d566
交通部觀光局 (2018)。中華民國106年來臺旅客消費及動向調查報告。取自https://admin.taiwan.net.tw/Handlers/FileHandler.ashx?fid=daaddd30-037b-4b6f-ac4c-27be064bb8b9&type=4&no=1
交通部觀光局 (2018)。來臺旅客居住地分析統計。取自https://admin.taiwan.net.tw/FileUploadCategoryListC003330.aspx?CategoryID=95e51de6-53cd-4a2d-9214-c89fc9936ba2&appname=FileUploadCategoryListC003330
交通部觀光局 (2018)。來臺旅客消費及動向調查報告。取自https://admin.taiwan.net.tw/FileUploadCategoryListC003340.aspx?CategoryID=6f2f646b-872e-44f1-b725-a75c0f7d0bf9
交通部觀光局 (2018)。燈會簡介。取自https://www.taiwan.net.tw/2018taiwanlantern/0000053.html

二、英文文獻
Aghaei, S., Nematbakhsh, M. A., & Farsani, H. K. (2012). Evolution of the world wide web: From WEB 1.0 TO WEB 4.0. International. Journal of Web & Semantic Technology, 3(1), 1-10.
Aridor, Y., Carmel, D., Herscovici, M., Maarek-Smadja, Y., Soffer, A., & Lempel, R. (2003). United States Patents No. US 7318057. Retrieved from https://patentimages.storage.googleapis.com/3a/c8/db/7980c0514f3795/US7318057.pdf
Ballman, G., Burke, J., Blank, U., & Korte, D. (1984). Toward higher quality conversion studies: Refining the numbers game. Journal of Travel Research, 22(4), 28-33.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Baum, T. (2007). Human resources in tourism: Still waiting for change. Tourism Management, 28(6), 1383-1399.
Baum, T. (2015). Human resources in tourism: Still waiting for change?–A 2015 reprise. Tourism Management, 50, 204-212.
Beck, T., & Demirguc-Kunt, A. (2006). Small and medium-size enterprises: Access to finance as a growth constraint. Journal of Banking & Finance, 30(11), 2931-2943.
Becker, J. M., Klein, K., & Wetzels, M. (2012). Hierarchical latent variable models in PLS-SEM: guidelines for using reflective-formative type models. Long Range Planning, 45(5-6), 359-394.
Beri, B., & Singh, P. (2013). Web analytics: Increasing website's usability and conversion rate. International Journal of Computer Applications, 72(6), 35-38.
Blanke, J. (2007). The travel & tourism competitiveness report 2007: furthering the process of economic development. Symposium conducted at the meeting of 2007 World Economic Forum Annual Meeting, Geneva, CH.
Blanke, J., & Chiesa, T. (2009). The travel & tourism competitiveness report 2009. Symposium conducted at the meeting of 2009 World Economic Forum Annual Meeting, Geneva, CH.
Blanke, J., & Chiesa, T. (2011). The Travel & Tourism Competitiveness Index 2011: Assessing Industry Drivers in the Wake of the Crisis. Symposium conducted at the meeting of 2011 World Economic Forum, Geneva, CH.
Blanke, J., & Chiesa, T. (2013). The Travel & Tourism Competitiveness Report 2013. Symposium conducted at the meeting of 2013 World Economic Forum, Geneva, CH.
Bramwell, B., & Lane, B. (1993). Sustainable tourism: An evolving global approach. Journal of Sustainable Tourism, 1(1), 1-5.
Brida, J. G., Risso, W. A., & Bonapace, A. (2009). The contribution of tourism to economic growth: an empirical analysis for the case of Chile. European Journal of Tourism Research, 2(2), 178-185.
Brunt, P., Mawby, R., & Hambly, Z. (2000). Tourist victimisation and the fear of crime on holiday. Tourism Management, 21(4), 417-424.
Burke, J. F., & Gitelson, R. (1990). Conversion studies: Assumptions, applications, accuracy and abuse. Journal of Travel Research, 28(3), 46-51.
Caldwell, N., & Freire, J. R. (2004). The differences between branding a country, a region and a city: Applying the Brand Box Model. Journal of Brand Management, 12(1), 50-61.
Carlsen, J. (1999). A systems approach to island tourism destination management. Systems Research and Behavioral Science: The Official Journal of the International Federation for Systems Research, 16(4), 321-327.
Centraal Bureau voor de Statistiek. (2018). Growth tourism sector primarily due to foreign tourists. Retrieved from https://www.cbs.nl/en-gb/news/2018/35/growth-tourism-sector-primarily-due-to-foreign-tourists
Chatterjee, P., Hoffman, D. L., & Novak, T. P. (2003). Modeling the clickstream: Implications for web-based advertising efforts. Marketing Science, 22(4), 520-541.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
Choi, H. C., & Sirakaya, E. (2006). Sustainability indicators for managing community tourism. Tourism management , 27(6), 1274-1289.
Christensen-Hughes, J. (1992). Cultural Diversity: The Lesson of Toronto's Hotels: Ethnic diversity can be a positive force in the hotel industry. To take advantage of the favorable aspects of diversity, managers must be flexible and understanding of cultural differences. Cornell Hotel and Restaurant Administration Quarterly, 33(2), 78-87.
Clifton, B. (2012). Advanced web metrics with Google Analytics. New York, NY: John Wiley & Sons.
Cossens, J., & Gin, S. (1995). Tourism and AIDS: The perceived risk of HIV infection on destination choice. Journal of Travel & Tourism Marketing, 3(4), 1-20.
Crotti, R., & Misrahi, T. (2015). The Travel & Tourism Competitiveness Report 2015-Growth through Shocks. Symposium conducted at the meeting of 2015 World Economic Forum Annual Meeting, Geneva, CH.
Crotti, R., & Misrahi, T. (2017). The Travel & Tourism Competitiveness Report 2017. Paving the Way for a More Sustainable and Inclusive Future. Symposium conducted at the meeting of 2017 World Economic Forum Annual Meeting, Geneva, CH.
Crouch, G. I., & Ritchie, J. B. (1999). Tourism, competitiveness, and societal prosperity. Journal of Business Research, 44(3), 137-152.
D’Netto, B., & Sohal, A. S. (1999). Human resource practices and workforce diversity: an empirical assessment. International Journal of Manpower, 20(8), 530-547.
DeCenzo, D. A., & Robbins, S. P. (1996). Human resources management. New York, NY: John Wiley & Sons.
Demos, E. (1992). Concern for safety: A potential problem in the tourist industry. Journal of Travel & Tourism Marketing, 1(1), 81-88.
Dessler, G. (2006). A framework for human resource management. Delhi, IN: Pearson Education India.
Do, Y., Kim, J. Y., Lineman, M., Kim, D. K., & Joo, G. J. (2015). Using internet search behavior to assess public awareness of protected wetlands. Conservation Biology, 29(1), 271-279.
Donaldson, R., & Ferreira, S. (2009). (Re-) creating urban destination image: Opinions of foreign visitors to South Africa on safety and security? Proceedings of 2009 Urban Forum, 1-18, doi: 10.1007/s12132-009-9053-1
Doornik, J. A. (2009). Improving the timeliness of data on influenza-like illnesses using Google search data. Symposium conducted at the meeting of 8th OxMetrics User Conference, Washington, DC.
Drucker, P. (1954). The principles of management. New York, NY: Harper Business.
Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current Issues in Tourism, 6(5), 369-414.
Dwyer, L., Forsyth, P., & Rao, P. (2002). Destination price competitiveness: Exchange rate changes versus domestic inflation. Journal of Travel Research, 40(3), 328-336.
Eccles, G. (1995). Marketing, sustainable development and international tourism. International Journal of Contemporary Hospitality Management, 7(7), 20-26.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior, 8th. New York, NY: Dryder.
Enright, M. J., & Newton, J. (2004). Tourism destination competitiveness: a quantitative approach. Tourism Management, 25(6), 777-788.
Etzel, M. J., & Wahlers, R. G. (1985). The use of requested promotional material by pleasure travelers. Journal of Travel Research, 23(4), 2-6.
Farney, T., & McHale, N. (2013). Introducing google analytics for libraries. Library Technology Reports, 49(4), 5-8.
Fery-Lemonnier, E., Landais, P., Loirat, P., Kleinknecht, D., & Brivet, F. (1995). Evaluation of severity scoring systems in ICUs—translation, conversion and definition ambiguities as a source of inter-observer variability. Apache II, SAPS and OSF. Intensive care medicine, 21(4), 356-360.
Fetscherin, M. (2010). The determinants and measurement of a country brand: the country brand strength index. International Marketing Review, 27(4), 466-479.
Feurer, R., & Chaharbaghi, K. (1994). Defining competitiveness: a holistic approach. Management Decision, 32(2), 49-58.
Floyd, M. F., Gibson, H., Pennington-Gray, L., & Thapa, B. (2004). The effect of risk perceptions on intentions to travel in the aftermath of September 11, 2001. Journal of Travel & Tourism Marketing, 15(2-3), 19-38.
Fodness, D., & Murray, B. (1999). A model of tourist information search behavior. Journal of Travel Research, 37(3), 220-230.
Forsyth, P., & Dwyer, L. (2009). Tourism price competitiveness. The Travel and Tourism Competitiveness Report. Symposium conducted at the meeting of 2009 World Economic Forum Annual Meeting, Geneva, CH.
Fu, F., Jou, J., & Lee, K. (2004). Consumer Internet information search behavior. Management Information Systems Review, 13, 125-153.
Fuchs, G., & Reichel, A. (2011). An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs. repeat visitors to a highly volatile destination. Tourism Management, 32(2), 266-276.
Furubotn, E. G., & Pejovich, S. (1972). Property rights and economic theory: a survey of recent literature. Journal of Economic Literature, 10(4), 1137-1162.
Geslani, D. M., Tierney, M. C., Herrmann, N., & Szalai, J. P. (2005). Mild cognitive impairment: an operational definition and its conversion rate to Alzheimer’s disease. Dementia and Geriatric Cognitive Disorders, 19(5-6), 383-389.
Google Analytics (2018). Google Analytics. Retrieved from https://analytics.google.com/analytics/web/provision/?authuser=0#/provision
Google Analytics Academy (2018). Analytics Academy Courses. Retrieved from https://analytics.google.com/analytics/academy/
Google Analytics Help (2018). About Goals. Retrieved from http://support.google.com/analytics/answer/1012040?hl=en
Gooroochurn, N., & Sugiyarto, G. (2005). Competitiveness indicators in the travel and tourism industry. Tourism Economics, 11(1), 25-43.
Gunn, C. (1988). Tourism Planning 2nd. New York, NY: Taylor and Francis.
Haenlein, M., & Kaplan, A. M. (2004). A beginner's guide to partial least squares analysis. Understanding Statistics, 3(4), 283-297.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). New York, NY: Sage publications.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. New York, NY: Sage publications.
Hajkova, D., Nicoletti, G., Vartia, L., & Yoo, K.-Y. (2006). Taxation, business environment and FDI location in OECD countries. OECD Economic Studies, 2006(2), 7-38.
Hall, C. M., Timothy, D. J., & Duval, D. T. (2012). Safety and security in tourism: relationships, management, and marketing. London, UK: Routledge.
Hassan, S. S. (2000). Determinants of market competitiveness in an environmentally sustainable tourism industry. Journal of Travel Research, 38(3), 239-245.
Hastings, N. B., & Laws, P. (1998). Workshop calculus: guided exploration with review (Vol. 2). Berlin, DE: Springer Science & Business Media.
Heindl, E., & Suphakorntanakit, N. (2008). Web 3.0. E-Business Technology, Hachschule Furtwangen University, Furtwangen, Germany. Retrieved from https://webuser.hs-furtwangen.de/~heindl/ebte-08ss-web-20-Suphakorntanakit.pdf
Hemnath (2010). Web 4.0 - A New Web Technology. Retrieved from http://websitequality.blogspot.com/2010/01/web-40-new-web-technology.html/.
Hess, W. (2012). Pitch determination of speech signals: algorithms and devices (3rd ed.). Berlin, DE: Springer Science & Business Media.
Hill, C. W. (2008). International Business (7th ed.). New York, NY: McGraw-Hill.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integratd approach. Boston, MA: Cengage Learning.
Ho, C. I., & Liu, Y. P. (2005). An exploratory investigation of web-based tourist information search behavior. Asia Pacific Journal of Tourism Research, 10(4), 351-360.
Hunt, J. D., & Dalton, M. J. (1983). Comparing mail and telephone for conducting coupon conversion studies. Journal of Travel Research, 21(3), 16-18.
IMD (1990). The World Competitiveness Report 1990. Geneva, CH: Author.
Inskeep, E. (1991). Tourism planning: an integrated and sustainable development approach. New York, NY: Van Nostrand Reinhold.
Jenkins, W. I. (1978). Policy analysis: A political and organisational perspective. London, UK: M. Robertson.
Kabadayi, S., & Gupta, R. (2005). Website loyalty: an empirical investigation of its antecedents. International Journal of Internet Marketing and Advertising, 2(4), 321-345.
Kao, H. K., & Kao, Q. S. (2006). An introduction to tourism. Beijing, CN: China Financial Publishing.
Kaushik, A. (2009). Web analytics 2.0: The art of online accountability and science of customer centricity. New York, NY: John Wiley & Sons.
Khadaroo, J., & Seetanah, B. (2007). Transport infrastructure and tourism development. Annals of Tourism Research, 34(4), 1021-1032.
Khadaroo, J., & Seetanah, B. (2008). The role of transport infrastructure in international tourism development: A gravity model approach. Tourism Management, 29(5), 831-840.
Koo, C., Wati, Y., & Chung, N. (2013). A study of mobile and internet banking service: applying for IS success model. Asia Pacific Journal of Information Systems, 23(1), 65-86.
Kumar Roy, S., M. Lassar, W., & T. Butaney, G. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective. European Journal of Marketing, 48(9/10), 1828-1849.
Ladkin, A. (2011). Exploring tourism labor. Annals of Tourism Research, 38(3), 1135-1155.
Ledford, J. L., Teixeira, J., & Tyler, M. E. (2011). Google analytics. New York, NY: John Wiley and Sons.
Lee, C.-K., & Kwon, K.-S. (1995). Importance of secondary I mp act of foreign tourism receipts on the South Korean Economy. Journal of Travel Research, 34(2), 50-54.
Lee, K. C., Orten, B., Dasdan, A., & Li, W. (2012). Estimating conversion rate in display advertising from past erformance data. Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining. 768-776. doi: 10.1145/2339530.2339651
Lee, U., Liu, Z., & Cho, J. (2005). Automatic identification of user goals in web search. Proceedings of the 14th international conference on World Wide Web, doi: 391-400. 10.1145/1060745.1060804
Lin, S. C., & Hong, M. C. (2010). A Web Metrics Study on Taiwan Baseball Wiki Using Google Analytics. Journal of Educational Media & Library Sciences, 47(3), 343-370.
Ma, J. X., Buhalis, D., & Song, H. (2003). ICTs and Internet adoption in China's tourism industry. International Journal of Information Management, 23(6), 451-467.
Mak, J., Moncur, J., & Yonamine, D. (1977). Determinants of visitor expenditures and visitor lengths of stay: A cross-section analysis of US visitors to Hawaii. Journal of Travel Research, 15(3), 5-8.
Mansfeld, Y., & Pizam, A. (2006). Tourism, security and safety. London, UK: Routledge.
Mazanec, J. A., Wöber, K., & Zins, A. H. (2007). Tourism destination competitiveness: from definition to explanation? Journal of Travel Research, 46(1), 86-95.
McIntosh, R. W., & Goeldner, C. R. (1990). Instructor's Manual and Test Bank to Accompany Tourism: Principles, Practices, Philosophies. Hoboken, N J: Wiley.
Milman, A., Jones, F., & Bach, S. (1999). The impact of security devices on tourists’ perceived safety: The central Florida example. Journal of Hospitality & Tourism Research, 23(4), 371-386.
Mo, M. C., Howard, D. R., & Havitz, M. E. (1993). Testing an international tourist role typology. Annals of Tourism Research, 20(2), 319-335.
Moe, W. W., & Fader, P. S. (2004). Dynamic conversion behavior at e-commerce sites. Management Science, 50(3), 326-335.
Money, R. B., & Crotts, J. C. (2003). The effect of uncertainty avoidance on information search, planning, and purchases of international travel vacations. Tourism Management, 24(2), 191-202.
Morrison, A. M. (2013). Marketing and managing tourism destinations. London, UK: Routledge.
Muha, S. L. (1976). Evaluating travel advertising: A survey of existing studies. Paper presented at the Fifth Annual Educational Seminar for State Travel Officials, Lincoln, NE.
Murphy, P., Pritchard, M. P., & Smith, B. (2000). The destination product and its impact on traveller perceptions. Tourism Management, 21(1), 43-52.
Nagai, H., & Tkaczynski, A. (2014). Understanding perceived physical risk: the case of Japan. Tourism Analysis, 19(2), 249-253.
Nithya, P., & Sumathi, P. (2012). Novel pre-processing technique for web log mining by removing global noise and web robots. International Journal of Computer Applications, 53(17), 1-5.
Pakkala, H., Presser, K., & Christensen, T. (2012). Using Google Analytics to measure visitor statistics: The case of food composition websites. International Journal of Information Management, 32(6), 504-512.
Pallud, J., & Straub, D. W. (2014). Effective website design for experience-influenced environments: The case of high culture museums. Information & Management, 51(3), 359-373.
Perdue, R. R., Immermans, H., & Uysal, M. (2004). Consumer psychology of tourism, hospitality and leisure (3rd ed.). Wallingford, UK: CABi.
Pinhey, T. K., & Iverson, T. J. (1994). Safety concerns of Japanese visitors to Guam. Journal of Travel & Tourism Marketing, 3(2), 87-94.
Plaza, B. (2011). Google Analytics for measuring website performance. Tourism Management, 32(3), 477-481.
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers, 36(4), 717-731.
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.
Prideaux, B. (2000). The role of the transport system in destination development. Tourism Management, 21(1), 53-63.
Rech, J. (2007). Discovering trends in software engineering with google trend. ACM SIGSOFT Software Engineering Notes, 32(2), 1-2.
Reisinger, Y., & Mavondo, F. (2006). Cultural differences in travel risk perception. Journal of Travel & Tourism Marketing, 20(1), 13-31.
Ritchie, J. B., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. Wallingford, England: CABi.
Rizzi, D. M. (2014). Travel visa impacts on destination choice and perception. Worldwide Hospitality and Tourism Themes, 6(4), 305-316.
Rramesh, P., & Maheswar, D. (2017). A Novel Technique for Path Completion in Web Usage Mining. International Journal of Advance Research, Ideas and Innovations in Technology, 3(2), 1076-1079.
Schlagenhauf, P., Weld, L., Goorhuis, A., Gautret, P., Weber, R., von Sonnenburg, F., & Field, V. K. (2015). Travel-associated infection presenting in Europe (2008–12): an analysis of EuroTravNet longitudinal, surveillance data, and evaluation of the effect of the pre-travel consultation. The Lancet Infectious Diseases, 15(1), 55-64.
Scott, B. R., & Lodge, G. C. (1985). US competitiveness in the world economy. The International Executive, 27(1), 26.
Shanker, D. (2008). ICT and tourism: Challenges and opportunities. Tourism in India – Challenges Ahead, 15, 50-58.
Shaw, J. B., & Barrett-Power, E. (1998). The effects of diversity on small work group processes and performance. Human Relations, 51(10), 1307-1325.
Shu, N. C., Housel, B. C., & Lum, V. Y. (1975). CONVERT: a high level translation definition language for data conversion. Communications of the ACM, 18(10), 557-567.
Siegel, W., & Ziff-Levine, W. (1990). Evaluating tourism advertising campaigns: Conversion vs. advertising tracking studies. Journal of Travel Research, 28(3), 51-55.
Smith, S. L. (1994). The tourism product. Annals of Tourism Research, 21(3), 582-595.
Sönmez, S. F., & Graefe, A. R. (1998). Influence of terrorism risk on foreign tourism decisions. Annals of Tourism Research, 25(1), 112-144.
Suneetha, K., & Krishnamoorthi, R. (2009). Identifying user behavior by analyzing web server access log file. IJCSNS International Journal of Computer Science and Network Security, 9(4), 327-332.
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172-194.
Tonkin, S., Whitmore, C., & Cutroni, J. (2011). Performance marketing with Google Analytics: Strategies and techniques for maximizing online ROI. New York, NY: John Wiley and Sons.
Vellingiri, J., & Pandian, S. C. (2011). A survey on web usage mining. Global Journal of Computer Science and Technology. Retrieved from https://computerresearch.org/index.php/computer/article/view/710
Waisberg, D., & Kaushik, A. (2009). Web Analytics 2.0: empowering customer centricity. The original Search Engine Marketing Journal, 2(1), 5-11.
Wang, X., Zhang, J., Gu, C., & Zhen, F. (2009). Examining antecedents and consequences of tourist satisfaction: A structural modeling approach. Tsinghua Science and Technology, 14(3), 397-406.
Wold, H. (1975). Path models with latent variables: The NIPALS approach. In Quantitative Sociology, 307-357. Cambridge, UK: Academic Press.
Woodside, A. G., & Ronkainen, I. A. (1984). How serious is nonresponse bias in advertising conversion research?. Journal of Travel Research, 22(4), 34-37.
World Economic Forum (1991). Key Ingredients of Competitiveness in Perspective. Geneva, CH: Author.
World Tourism Organization. (1980). Manila Declaration on World Tourism. Retrieved from http://www.world-tourism.org/sustainable/concepts
Wu, L., & Brynjolfsson, E. (2015). The future of prediction: how Google searches foreshadow housing prices and quantities. Proceedings of the ICIS 2009 Proceedings, 89-118. doi: 10.7208/chicago/9780226206981.003.0003
Yung, C., Chen, C., Yuan, Y., & Li, C. (2018). A Systematic Model of Big Data Analytics for Clustering Browsing Records into Sessions Based on Web Log Data. Proceedings of International Conference on Computer and Electrical Engineering, 125-133. doi: 10.17706/jcp.14.2.125-133