You are looking at the HTML representation of the XML format.
HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information. 
<?xml version="1.0"?>
<api>
  <query>
    <pages>
      <page pageid="59" ns="6" title="File:UNEEDADV 2017Franchising(banner).jpg" contentmodel="wikitext" pagelanguage="en" touched="2017-02-12T07:59:22Z" lastrevid="241" counter="444" length="0" />
      <page pageid="64" ns="6" title="File:UNEEDADV Franchising.jpg" contentmodel="wikitext" pagelanguage="en" touched="2017-02-10T17:21:26Z" lastrevid="194" counter="171" length="0" />
      <page pageid="60" ns="6" title="File:UNEEDADV Franchising1.jpg" contentmodel="wikitext" pagelanguage="en" touched="2017-02-10T17:21:26Z" lastrevid="185" counter="111" length="0" />
      <page pageid="61" ns="6" title="File:UNEEDADV フランチャイズチェーン.jpg" contentmodel="wikitext" pagelanguage="en" touched="2017-02-10T17:21:26Z" lastrevid="188" counter="94" length="0" />
      <page pageid="62" ns="6" title="File:UNEEDADV 加盟(正體).jpg" contentmodel="wikitext" pagelanguage="en" touched="2017-02-10T17:21:26Z" lastrevid="190" counter="262" length="0" />
      <page pageid="63" ns="6" title="File:UNEEDADV 加盟(简体).jpg" contentmodel="wikitext" pagelanguage="en" touched="2017-02-10T17:21:26Z" lastrevid="192" counter="145" length="0" />
    </pages>
  </query>
</api>