Constructing a Mainland China Tourists Learning System and Using Utaut to Explore the Behaverial Intention of Mainland Tourists

[[abstract]]隨著兩岸政策的開放與地理位置的鄰近性，大陸觀光客來台數量逐年增加，此種現 象除了能夠促進臺灣觀光業，更可以加速兩岸交流。由於無線通訊技術發展日趨成熟， 加上觀光旅遊業的蓬勃發展，旅客可藉由行動載具上的APP，透過適地性服務 （Location-Based Service，LBS）和GPS 定位系統得知在地化的相關資訊。本研究計畫 以兩年為期，針對大陸人士來台觀光旅遊之現況和需求及陸客導覽學習資料庫與系統之 開發與分析應用為主題進行研究。 第一年計畫目的在分析大陸觀光客（使用者）的需求及陸客導覽學習系統中所需學 習的兩岸繁簡生活常用語知識資料庫，並透過本體論建構方法建置陸客導覽學習資料 庫。運用使用者心智模型（Mental Model）與情境察覺的衡量方法評量大陸觀光客之需 求，並預測其使用的可行性和配適度。再透過人機互動設計準則及使用者經驗（User Experience，UE 或UX）來評估與設計良好的使用者介面。 第二年計畫將根據第一年的結果，將開發的陸客導覽學習系統和行動學習結合，設 計情境模擬實驗並進行測試，利用整合性科技接受使用理論（Unified Theory of Acceptance & Use of Technology，UTAUT）以及實驗，建立並探索大陸觀光客對於陸客 導覽學習資料庫及導覽學習系統之接受程度與實際使用程度，並利用獲得的使用者回 饋，找出系統的缺失並加以改善。[[abstract]]Due to opener cross-strait policies and the geographic advantage of neighboring, the number of Mainland China Tourists increases year by year. This phenomenon not only enhance Taiwan's Tourism, but also improve the interaction of both cross-strait. Owing to the maturity of wireless telecommunication technology and the progressing development of tourism, tourists can access localized information timely by using the applications on mobile devices which applies the technologies of Location-Based Sevices and GPS. This two-year project focuses on observing the status quo of China tourists visiting Taiwan, and builds the Mainland China Tourists Learning Database and System while analyzes its applications. In the first year, the objective is to analyze tourists' demand and evluate the Traditional-Simplified Daily Life Terminology Database. We use the Ontology-based method to constract the Mainland China Tourists Learning Database and the Mental Model and situational awareness measurements to measure the demand of Mainland China tourists; afterward, we predict its adaptivity and usibility. Ultimately, we make use of the principles of Human-Computer Interface Design and User Experience to predict and to evulate system interface. In the second year, we will develop Mainland China Tourists Learning System based on the result from the first year, and design mission scenarios for experiments. Applying Unified Theory of Acceptance & Use of Technology(UTAUT), we explore the satisfaction and the Using Behavior of Mainland China tourists. Consequently, we take the results and feedbacks to find out defects and to improve Mainland China Tourists Learning System.[[note]]NSC101-2221-E327-01