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研究生：	陳婉 Chin Waan
論文名稱：	官方文化旅遊網站咨訊及設計研究-以官方馬六甲旅遊網站為例 A Study on Heritage Tourism Website Information and Design - Taking Official Malacca Tourism Website as Example
指導教授：	梁桂嘉 Liang, Kuei-Chia
學位類別：	碩士 Master
系所名稱：	設計學系 Department of Design
論文出版年：	2011
畢業學年度：	99
語文別：	英文
論文頁數：	104
中文關鍵詞：	網站、馬六甲旅遊、文化古、咨訊、設計
英文關鍵詞：	website, Malacca tourism, heritage site, information, design
論文種類：	學術論文
相關次數：	點閱：153 下載：0
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旅遊業在全世界服務業裡已成為主導性的產業。旅遊業經是全球經濟裡發展及成長最迅速的行業之一，而互聯網的力量使把旅遊業推向更高峰，使其更蓬勃發展。互聯網已成為我們日常生活極重要的一部分，其龐大的影響力使它成為宣傳旅遊目的地的最佳虛擬管道。因此，官方旅遊辦事處都通過利用官方旅遊網站宣傳旅遊目的地以吸引更多的遊客。

這項研究採用兩種研究方法：問卷調查及案例研究。本研究透過向外國人分發問卷，以獲取有關他們喜好使用的媒體管道以及一般所需蒐集的旅遊咨訊的數據。而另一方面，案例研究則鎖定著名的官方旅遊網站，如倫敦，曼谷，埃及和澳門。其主要目的是針對網站地圖、色彩及編排設計進行比較。本研究的主要目的為證明，互聯網已成為國際遊客的首選獲取旅遊訊息的管道。此外，本研究的用意也在於確定國際遊客偏好的旅遊咨訊及網頁設計。

透過問卷調查和案例研究，其研究結果用以設計全新官方馬六甲旅遊網站。

Tourism is a leading industry in the service sector at the global level. It has developed into one of the largest and fastest growing industries in the global economy. Tourism is now a globalized industry, with the power of Internet which helps in promoting the tourist destinations to the world. Internet is so much a part of our everyday world and so influential, that it has become the best virtual channel to market a destination. Official tourism offices are putting efforts in promoting their destination through Official Destination Tourism Website, in order to attract more visitors.

The study uses two research methods: Data analysis and case study. Questionnaires are distributed among foreigners to collect data regarding their media channel preferences as well as their preferred travel information. Case study on popular Official Destination Tourism Websites such as London, Bangkok, Egypt and Macau is focusing on making comparison on sitemap, color and layout design. The purpose of this study is to prove that the Internet has become international tourists preferred channel to obtain travel information. Besides, the research is also to determine specific travel information and website design which international tourists are looking for.

From the collected results, the outcome is used to apply on Official Malacca Tourism Website. A new design on the website layout and content is created based on international tourists’ preferences through survey, as well as case study on other Official Destination Tourism Websites which are popular of their heritage sites.

ACKNOWLEDGEMENTS ……………………………………………………………………………….........I
ABSTRACT …………………………………………………………......………………………………………….II
摘要 …………………………………………….……………………………………………………………………III
TABLE OF CONTENTS …………………………………………………………………………………………IV
LIST OF TABLES ………………………………………………………………………………………...........VII
LIST OF FIGURES ……………………………………………………………………………………………VIII
CHAPTER ONE INTRODUCTION …………………………..………….………………………………….1
1.1    Research Background and Motivation ………………………………………………1
1.2    Research Objectives ………………………………………………………………………….4
1.3    Research Procedure ………………………………………………………………………….4
1.4    Research Question ……………………………………………………………………………7
CHAPTER TWO LITERATURE REVIEW ………………………………………………………………….8
    2.1 Media ……………………………………………………………………………………………….8
    2.2 Media Influence ………………………………………………………………………………11
    2.3 Internet ……………………………………………………………………..……………………12
    2.4 Internet Growth ………………………………………………………………………………13
    2.5 Website ………………………………………………………………………………………….16
     2.6 Information …………………………………………………………………………………….16
    2.7 Heritage Site ……………………………………………………………………….………….20
     2.8 Malacca ………………………………………………………………………………………….21
    2.9 Malacca Tourism …………………………………………………………………………….22
    2.8 Malacca as UNESCO Heritage Site …………………………………………………..25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ………………………………27
    3.1 Conceptual Framework …………………………………………………………………..27
    3.2 Construct Measurement …………………………………………………………………28
           3.2.1 International Tourist Characteristic ……………………………………….28
           3.2.2 Experienced and Preferred Travel Style …………………………………29
           3.2.3 Preferred Media Channel and Travel Information ………………….29
           3.2.4 Malacca Travel Experience …………………………………………………….29
    3.3 Questionnaire Design ……………………………………………………………………..30
    3.4 Sampling Plan and Data Collection ………………………………………………….31
    3.5 Data Analysis …………………………………………………………………………………..31
    3.6 Case Study …………….………………………………………………………………………..32
CHAPTER FOUR EMPIRICAL RESULT AND RESEARCH FINDING …………………………33
    4.1 Descriptive Analysis ………………………………………………………………………..33
           4.1.1 Data Collection Procedure ……………………………………………………..33
           4.1.2 Characteristics of Respondents ………………………………………………34
           4.1.3 Experienced and Preferred Travel Style of Respondents ………..36
           4.1.4 Preferred Media Channel and Travel Information ………………….40
           4.1.5 Malacca Travel Experience …………………………………………………….42
    4.2 Research Finding ………………………………………………………………………..…..45
CHAPTER FIVE CASE STUDY ………………………………………………………………………………48
    5.1 Official Destination Tourism Website Analysis ………………………………..48
    5.2 Official Destination Tourism Website ……………………………………………..50
           5.2.1 London …………………………………………………………………………………..50
           5.2.2 Egypt ……………………………………………………………………………………..50
           5.2.3 Bangkok …………………………………………………………………………………51
           5.2.4 Macau ……………………………………………………………………………………51
    5.3 Design for Official Destination Tourism Website …………………………….52
    5.4 Content Analysis ……………………………………………………………………………..52           5.4.1 London Sitemap …………………………………………………………………….52
           5.4.2 Egypt Sitemap ………………………………………………………………………..56
           5.4.3 Bangkok Sitemap ……………………………………………………………………57
           5.4.4 Macau Sitemap ………………………………………………………………………60
           5.4.5 Sitemap Comparison and Analysis………………………………………..62
    5.5 Design Analysis ……………………………………………………………………………….63
           5.5.1 London Website Design …………………………………………………………63
           5.5.2 Egypt Website Design …………………………………………………………….66
           5.5.3 Bangkok Website Design ……………………………………………………….68
           5.5.4 Macau Website Design ………………………………………………………….70
           5.5.5 Design Comparison and Analysis ……………………………………………72
    5.6 Research Findings ……………………………….…………………………………………74
CHAPTER SIX WEBSITE STRATEGY AND DESIGN ………………………………………………..74
    6.1 Business Goal ………………………………………………………………………………….75
    6.2 Information Architecture ………………………………………………………………..75
           6.2.1 Organization Scheme …………………………………………………………….76
           6.2.2 Categories ……………………………………………………………………………..77
           6.2.3 Sitemap ………………………………………………………………………………….78
    6.3 Website Layout Design ……………………………………………………………………80
           6.3.1 Wireframe ……………………………………………………………………………..80
           6.3.2 Color ………………………………………………………………………………………82
           6.3.3 Font ……………………………………………………………………………………….83
           6.3.4 Graphic ………………………………………………………………………………….83
    6.4 Final Website Design ………………………………………………………………………84
    6.5 Conclusion ………………………………………………………………………………………86
REFERENCES …………………………………………………………………………………………………….87
APPENDIX …………………………………………………………………………………………….………….90
Appendix-1 Questionnaire in English Language ………………………………………………91
Appendix-2 Questionnaire in Chinese Language …………………………………………….98
                                

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