科技的進步、行動裝置的普及，使得傳統旅遊業逐漸轉型為智慧旅遊型態， 旅客在旅遊各階段中所產生的海量數據得以即時儲存，如何將數據轉化為可利用 的資訊來發揮其最大價值才是智慧旅遊發展的主要關鍵。而在近年智慧城市的提 倡下也伴隨著智慧旅遊的發展，政府扮演著重要角色，在如何協助旅遊業的發展 與轉型前必須對現行旅客樣貌有所了解，才得以制定出正確的政策與有效率的運 作方式。本研究以台灣政府的旅遊網站作為基礎，希望透過對於旅遊網站的探索 與挖掘，提供政府協助旅遊業復甦與轉型的改善建議。
現行觀光局、旅遊產業研究主要以問卷、市調方式針對國內旅遊現況加以分 析，以旅客旅遊後的體驗、感受為主，而非當下的實際行為，故本研究採用台北 旅遊網所記錄的瀏覽者點擊歷程，並透過大數據的分析，針對旅客在旅遊當下的 網站瀏覽行為加以描繪與推測，以台北旅遊網首頁標籤下的分類為基礎，了解瀏 覽者對於不同分類的使用需求，進而提升其旅遊的體驗。而本研究也以視覺化方 式呈現分析結果，能夠對數據、分析結果有更清楚的呈現。
本研究結果發現針對資訊確認的頁面，瀏覽者點擊少但瀏覽單一頁面時間長， 瀏覽者傾向清楚呈現、快速得到資訊的針對性瀏覽;活動、娛樂相關頁面則點擊 多但瀏覽時間短，儘管瀏覽者有興趣但不會花費過多時間的目的性瀏覽。不論在 哪一標籤分類下，其瀏覽時間均會隨著點擊數增加而減少，會依據不同分類特性 其趨勢有所不同，顯示瀏覽者在旅遊當下仍不希望花費過多時間尋找資訊。此外， 也發現每一分類下的頁面使用者喜好均有明顯差異，表示部分現行網頁的需求性 並不高，當政府未來如有網站重新設計的需求時應再次評估其存在的必要性。

The advancement of technology and mobile devices has transformed the tourism industry into smart tourism. Collecting and utilizing the massive amount of data generated by travelers is crucial for maximizing its value. Smart cities have also contributed to the development of smart tourism, with governments playing a vital role in assisting the industry's transformation. This study focuses on exploring and improving the government's tourism website to support the recovery and transformation of the tourism industry.
The study differs from current research conducted by the Tourism Bureau and the tourism industry, which primarily relies on questionnaires and market research to analyze post-travel experiences and perceptions of travelers instead of their actual behaviors. Instead, this study utilizes browsing history from the Taipei Tourism website and employs big data analysis to understand travelers' browsing behavior during their trips. It focuses on the usage demands of visitors for different website categories to enhance their travel experiences. The study also presents analysis results visually for better data representation.
The findings suggest that visitors prefer quick and clear access to information, spending less time on activity and entertainment-related pages. Browsing time decreases as the number of clicks increases, indicating the visitors' preference for efficient information retrieval. Customizing webpages based on user preferences is essential, and the necessity of existing webpages should be reassessed for future website redesign.

論文審定書 i
致謝 ii
中文摘要 iii
Abstract iv
目 錄 v
圖 次 vii
表 次 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
第二章 文獻回顧 4
2.1 智慧城市與智慧旅遊 4
2.2 使用者資訊蒐集行為 7
2.3 大數據分析 9
第三章 研究方法 13
3.1 研究對象 13
3.2 研究流程 14
3.3 研究方法 15
第四章 資料整理與分析 19
4.1 資料簡介與處理原則 19
4.2 點擊流分析 23
4.3 敘述性統計 25
4.4 單雙變量分析 29
4.5 回歸分析 47
4.6 小結 50
第五章 結論與建議 52
5.1 研究結論 52
5.2 管理意涵 54
5.3 研究限制與建議 55
參考文獻 57

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