官方旅遊網站好用性研究

Abstract

本研究以世界經濟論壇公布之《2009 年旅遊暨觀光競爭力報告》排名前三名之瑞士、奧地利與德國三國之英文官方旅遊網站，以及台灣觀光資訊網做為研究個案，採用啟發式評估、好用性測試與卡片分類法三種研究方法，以台灣及外籍人士為研究對象，針對跨國性網站做深入比較。研究結果發現四國官方旅遊網站在啟發式評估和好用性測試的網站好用性評估表現均一致，而受試者卡片分類的結果與現行台灣觀光資訊網在選項的分類和命名上則存在些微差異，反映在啟發式評估的檢測結果以及受試者在執行好用性測試的完成率和完成任務所需花費的時間。

This research conducts four case studies of official English tourism websites, including Taiwan, Switzerland, Austria, and Germany—the latter three rank as the top three countries in the World Economic Forum’s 2009 Travel and Tourism Competitiveness Report. The case studies are intended to carry out in-depth comparisons of international tourism websites. Research methods include heuristic evaluation, usability testing, and card sorting. Research subjects are composed of Taiwanese people and foreigners. Research results show that these four official tourism websites have similar performances in heuristic evaluation and usability testing, while there are slight differences in results of card sorting. The current classification and naming of items on the official English website of Taiwan Tourism Bureau are slightly different from the general usage on the other three websites, which is reflected on the one hand in the results of heuristic evaluation and, on the other hand, in the completion rate and time required to complete usability testing.