CAJ | 학술논문

旅游景区网站提供的信息和服务在旅游者决策过程中发挥越来越大的作用。景区网站能够提供展示、沟通和交易3种功能。其中，展示和沟通功能能够通过信息受众的感知价值和网站体验对其行为倾向产生影响，但是交易功能对信息受众认知的影响并不显著。为此，景区网站设计需要综合考虑技术和服务要素，合理安排网站的交易模块，目的在于增加信息受众的理性感知和感性体验，从而产生有利于景区的各种行为。
여유경구망참제공적신식화복무재여유자결책과정중발휘월래월대적작용。경구망참능구제공전시、구통화교역3충공능。기중，전시화구통공능능구통과신식수음적감지개치화망참체험대기행위경향산생영향，단시교역공능대신식수음인지적영향병불현저。위차，경구망참설계수요종합고필기술화복무요소，합리안배망참적교역모괴，목적재우증가신식수음적이성감지화감성체험，종이산생유리우경구적각충행위。
The information and service provided by scenic area websites are playing more and more important role in the process of tourists＇ decision-making. Scenic area websites can provide the functions of display, communication and transaction. Display and communication functions can have impact on browsers＇ behaviors through perceived value and experiences, but transaction function is not so significant. Therefore, we should take into the consideration of technology and service comprehensively when designing scenic area websites and rationally arrange transaction modules with the purpose of increasing browsers＇ rational perception and perceptual experiences, which may lead to browsers＇ active behaviors.