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论文编号：	8899
作者编号：	2120143011
上传时间：	2016/12/9 21:11:18
中文题目：	旅游网站可用性评价体系构建研究——以“去哪儿网”为例
英文题目：	Usability Evaluation System of Tourism Websites: a Case Study of Qunar.com
指导老师：	李月琳
中文关键字：	旅游网站,网站可用性,评价体系,去哪儿网
英文关键字：	Tourism Websites,Website Usability,Evaluation System,Qunar.com
中文摘要：	旅游网站可用性是用户对不同旅游平台进行选择的重要影响因素之一，因此要深入挖掘用户对旅游网站的使用经验和感受，并以此为据建立一个有效的旅游网站可用性评价指标体系。通过回顾已有文献可以发现，目前国内基于使用者评价的旅游网站可用性实证研究较少，现有研究多从研究者个人经验与思辨出发，缺少对旅游网站使用者调研数据的考察。与此同时，欧美的一些研究虽有比较充分的实证检验，但国内外在线旅游网站使用者的使用习惯、购买习惯以及对旅游产品、服务的需求都存在不同，提出的评价体系无法直接用于对国内旅游网站的检验。因此，需要一套经过本土化实证验证的网站可用性评价体系，以指导在线旅游服务供应商更好地建设旅游网站，提升旅游网站的用户服务体验，促进旅游市场的发展与繁荣。 本文首先对国内外相关文献进行回顾和梳理，总结并评价了网站可用性及旅游网站的有关概念，奠定文章的理论基础。其次，依照系统性、可操作性、有效性、可比性四项指标选取原则，确定评价体系制定的总目标，并对总目标进行分解与细化，最终形成一套涵盖网站技术、访问、内容、功能、交互五个维度，导航、链接、搜索、兼容等15项指标的旅游网站可用性评价指标体系。再次，以国内代表性旅游网站“去哪儿网”为实证研究对象，运用旅游网站可用性评价指标体系，从五个维度及15个指标出发，设计旅游网站可用性评价调查问卷。通过在线发放与回收问卷，采集“去哪儿网”用户对该网站可用性的评价数据，利用SPSS 20.0统计分析软件对获得的数据进行整理和分析，并对样本人群的基本情况，研究变量的描述性统计、信效度检验及因子分析结果展开讨论。最后，根据实证研究结果，调整和优化旅游网站可用性评价指标体系，同时发现研究中的不足之处并指明进一步的研究方向。
英文摘要：	The usability of tourism websites is one of the most important factors which affects the users’ choice of different tourism platforms. Therefore, the researchers should understand the user’ experience and feelings of tourism website usage, and then establish an effective evaluation index system for tourism website usability. From the literature review, it was found that most of the existed researches are based on the individual speculative thinking of researchers; the domestic research of tourism websites usability in consideration of the evaluation data of tourism websites users is far less advanced. At the same time, some studies in Europe and America have greater empirical researches, but it can not be used for the examination of domestic tourism websites directly due to the difference of website usage habits, buying habits and demands of tourism products and services between domestic and foreign tourists. So it is necessary to develop a usability evaluation index system for domestic tourism websites which has been tested by users’ survey data. The usability evaluation index system can be a guide for online tourism service providers to construct the tourism websites better, serve users better, and promote the prosperity of online tourism industry. This paper summarized the concepts and evaluations on website usability and tourism websites based on relevant literature review to constitute the theoretical basis of this article. According to four evaluation index selection principles for tourism websites usability including systematic, operational, effective and comparable, this paper determined the general objectives and specific objectives of the tourism websites evaluation system, selected tourism websites evaluation indexes and construct a tourism websites evaluation system in five dimensions (i.e., technology, access, content, function and interaction) and of fifteen indicators (e.g., navigation, link, search and compatibility). An empirical research which selected Qunar.com as research object was taken to validate and modify the usability evaluation system for tourism websites. The usability evaluation questionnaire for Qunar.com was distributed to users of Qunar.com and usability evaluation data of the website users were collected. The basic characteristics of the sample population, the descriptive statistics results, the reliability and validity test, and the factor analysis of research variables were analyzed using SPSS 20.0 and further discussed. Finally, according to the results of empirical research, the evaluation index system for tourism websites usability was adjusted and optimized. Meanwhile, the shortcomings of this study were identified and the directions of further research were suggested.
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