隨著網路技術的不斷進步，對各種產業中的營運模式皆造成了不小的衝擊。以旅館業為例，網際 網路已被視為資訊傳遞、訊息溝通、線上訂房的最佳管道，而網站品質的好壞也直接影響客戶滿意度 和購買意向。在如此競爭的環境中，企業如何以其獨到之網際網路商業模式，提供比競爭者更好的服 務品質給顧客，為本研究欲探討之課題。本研究主要在應用ANP-SIPA 於旅館業網站品質的評估，作 為旅館業網站設計策略方向的參考。文中新竹地區兩大飯店為例，以網站風格、網站內容、網站商務、 溝通與導覽等評估構面，運用ANP 多準則決策技法以評估構面與準則間的相對權重，再以SIPA 技法 根據重要度與受評旅館的績效，進而評估其優劣勢與應該採取的可行策略。本研究提供旅館經營者嶄 新的網站評估工具，可作為現代電子商務營銷方式的比較分析，並建議可供有關單位的後續研究方向

The progress of Internet technology causes a great impact on the operation mode of various industries. The hotel website has been regarded as the medium of information transfer, message communication, online booking, and so on. The quality of website plays an important role in customer satisfaction and purchase intent. This research focuses on the website quality assessment that may be provided as an advice to the hotel industry. This research uses ANP-SIPA as a major tool for website quality assessment. ANP is used as Multiple Criteria Decision Making (MCDM) technique to assess the relative weight between facets, while SIPA is used to assess its strengths and weaknesses of the alternatives. This study can be used as a comparative analysis of modern e-commerce marketing, and its feasible policy suggestion is given for units concerned.