隨著資訊科技與通訊技術的發展，旅遊的型態也逐漸面臨轉型與考驗，衍生出智慧旅遊的概念。智慧旅遊是以個人旅客的需求為中心，將當代的信息技術，結合旅遊服務、旅遊管理以及旅遊營銷的概念，綜觀來說，智慧旅遊是一種廣泛的旅遊資訊服務之形式，旅客可以個性化的依據需求來獲取資訊。
由於在智慧旅遊行為中，旅客會因為旅遊信息生成海量的即時數據，因此智慧旅遊在發展上高程度的依賴於大數據之分析，透過這些分析不僅可以了解旅客之需求，增強其對旅遊的整體滿意度與提升旅遊體驗，還能夠改善各級旅遊管理機構的管理水平，提高企業的經營效率，降低企業在經營和營銷上的成本。故本研究欲近一步了解網站瀏覽者在智慧旅遊中的旅遊網站瀏覽行為，透過描繪網站瀏覽者在智慧旅遊不同階段的樣貌，剖析在智慧旅遊不同階段中，網頁點擊順序是否會影響網站瀏覽者之使用行為。
本研究使用台北旅遊網網路日誌所記錄的網站瀏覽者網頁瀏覽歷程，並透
過大數據資料探勘之方法來進行分析，結果發現智慧旅遊網站瀏覽者在網頁點擊行為上具有重複點擊相同網頁類別的傾向，總點擊次數越高，類別組合的多樣化程度也會隨之提高，且網站瀏覽者之瀏覽行為會從目標導向的搜索瀏覽漸趨於體驗導向的偶然性瀏覽。此外，也發現不同的網頁類別在點擊流行為下的特徵與差異，並針對網頁類別進行旅遊需求預測。

With the development of Information and Communications Technology (ICT), the travel pattern is facing challenges, and the concept of smart tourism is derived. Smart tourism is focused on the needs of individual travelers, combining the ICT with tourism services, tourism management and tourism marketing. In general, smart tourism is a broad concept of information services that travelers can access to travel information based on their travel needs.
In Smart tourism , travelers will generate massive information, so the development of smart tourism is highly dependent on the analysis of big data. Through these analyses, we can not only understand the needs of travelers, but also enhance their travel experience , improve the management level of tourism management agencies, and reduce the cost of enterprises in operation and marketing. Therefore, this study intends to understand the browsing behavior of web visitors in smart tourism. By depicting website visitors in different stages of smart tourism, it analyzes whether click order of web pages affects the user behavior.
This study uses the weblog of Taipei Travel to analyze through data mining. the results show that smart tourism visitors have a tendency to repeatedly click on the same webpage categories in clickstream behavior, and the higher the total number of clicks, the more diverse the category portfolio. Moreover, the browsing behavior of users will gradually change from goal-oriented search browsing to experience- oriented casual browsing. In addition, the characteristics and differences of different webpage categories under the clickstream are also found, and forecast tourism demand for webpage categories.

論文審定書 ⅰ
誌謝 ⅱ
中文摘要 ⅲ
英文摘要 ⅳ
目錄 ⅴ
圖次 ⅶ
表次 ⅷ
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 5
第二章 文獻回顧 6
2.1 智慧旅遊 6
2.2 使用者網路資訊行為 9
2.3 大數據分析 12
第三章 研究方法 20
3.1 研究對象 20
3.2 研究流程 22
3.3 研究方法 23
第四章 實證分析 25
4.1 資料來源結構與處理原則 25
4.2 敘述性統計 29
4.3 關聯分析 36
4.4 點擊順序分析與預測 42
4.5 小結 56
第五章 結論與建議 58
5.1 研究結論 58
5.2 管理意涵 60
5.3 研究限制與建議 61
參考文獻 62

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