隨著觀光產業的推動與網路的發達，及產業數位化的影響，國內各縣市逐漸以具特色的旅遊網站作為資訊傳達及吸引遊客的重要管道。然而目前大部份旅遊網站的研究，多以探討商業行銷、顧客關係品質以及消費行為，鮮少針對國內旅遊網站的關鍵視覺設計要素進行探討。因此本研究目的以設計專家觀點切入，了解旅遊網站關鍵設計要素。運用專家焦點小組法，討論旅遊網站關鍵設計要素的特點及原因；再以修正式德菲法，對設計要素之重要性進行反覆式評估，逐歩篩選獲得旅遊網站設計要素之重要性排名。研究結果歸納出影響旅遊網站中最重要的因素有攝影照片、字體形式、地方特色、民俗文化、7個顏色以上的色彩量、字級大小、單一顏色的背景色彩、Flash動畫、照片加入手繪風格效果等九個設計要素，為影響旅遊網站最重要的視覺設計要素，提供結果與建議給研究者及設計者參考。

Along with the tourism promoting, network developing and the impact of the digital industry, the tourism industry has taken the travel websites as an important tool to broadcast their information to the tourists. However, most researches for travel websites focused on business marketing, consumers' relationship, and consuming. There are few researches which focus on the visual design elements of the travel websites. Thus, the purpose of this paper is to explore the significant visual elements of travel websites from the design experts' perspective. Fist, the focus group method was used to discuss the visual design elements of travel websites. Next, with the modified Delphi method, the design experts assessed the significance of the visual elements by the questionnaire. The results yields that the significant visual elements of the travel websites are photos, text style, local features, folk culture, colors, background color, Flash animation, photo with hand-drawing style and at least 7 colors. The conclusions and suggestions are provided to the related and researchers for design reference.