網路已成為人們生活上不可或缺的工具，如何利用網路來行銷中華民國，傳遞優良的意象予外國觀光客，吸引其來台旅遊，是觀光發展相當重要的課題。本研究以內容分析法分析中華民國、香港及新加坡三地官方觀光網站內容，以Scrapbook軟體擷取網頁內的文字及圖片內容，再使用CATPAC II軟體分析網頁內文字出現頻率高低，以解讀觀光網站所傳遞的意象。研究發現觀光局所建置的「台灣觀光資訊網」在美食部份強烈傳達夜市及小吃的意象，但與香港及新加坡政府的網頁相比較，中華民國在異國美食的介紹上仍有強化的空間。在景點方面，中華民國觀光網頁羅列全省各處自然及人文景點，傳遞中華民國景點豐富多元的意象，但對於太魯閣峽谷及台北101等國際級景點的介紹則較不突出。在購物方面，觀光局網站的介紹偏重台北區域，特別是台北市傳統商圈及百貨公司的介紹。在節慶及活動方面，觀光局網站詳細介紹中華民國的中國傳統慶典及中華民國地方慶典，但似可將「台北花卉博覽會」等中華民國舉辦的大型活動亦列入網站中多加介紹。本研究建議觀光局配合東西方不同國籍觀光客的喜好，對於不同語言版本的網頁設計不同的內容，使中華民國豐富多元的觀光資源，傳遞給各國觀光客知曉與感受。
Internet already is an important part of many people’s common life. By using internet, tourism authorities could provide good images of a destination to tourists and help foreign tourists to make decisions to visit the destination in order to promote tourism. The purpose of this study aimed to realize and compare the destination images prsented on Taiwan, Hong Kong, and Singapore’s official tourism websites.The method of content analysis was used in this stuey. The software of Scrapbook and CATPAC II was used to obtain the context of words and pictures on websites as well as analyze the obtained data respectively. The results indicate that about culinary tourism, Taiwan’s of-ficial tourism website strongly provides images of night markets and snacks to tourists. Comparing with Hong Kong and Singapore’s official websites, the official website of Taiwan may need to pay more attention on the introduction of Taiwan’s non-Chinese restaurants. About the introduction of tourism attractions, Taiwan’s official website clearly introduces the natural environment and special culture all over Taiwan. However, the introduction of well-known attractions, such as Taroco Gorge and Taipei 101, seems not well-mentioned. About shopping, Taiwan’s official website basically introduces the traditional business areas and department stores in Taipei city. About the part of festivals and events, Taiwan’s official website introduces a lot of Chinese festivals and Taiwanese local festivals. However, the event such as 2011 Taipei Flora Expo was not well-described. This study suggests the Taiwan Tourism Bureau could put different context on different language versions of its tourism website in order to meet the variety needs of tourists from different countries.
