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研究生:郭育銓
研究生(外文):Kuo,Yuchuan
論文名稱:從旅遊部落格探索台北印象:台灣人與大陸人之觀點比較
論文名稱(外文):A Study of Exploring Taipei Image From Travel Related Blogs in Taiwan and China
指導教授:包冬意包冬意引用關係
指導教授(外文):Bau,Dongyi
口試委員:丁冰和楊豐兆包冬意
口試委員(外文):Ting,PinghoYang,FengchaoBau,Dongyi
口試日期:2012-06-29
學位類別:碩士
校院名稱:大葉大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:84
中文關鍵詞:部落格內容分析目的地印象
外文關鍵詞:blogcontent analysisdestination impression
相關次數:
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旅遊部落格是一種個人旅遊經驗感受的呈現,能探索遊客內心最真實的想法,進而了解旅遊目的地的正負面評價,同時也是旅客收集每篇部落格文章的旅遊景點重要資訊來源,對目的地印象和旅遊意願皆具有重大影響。本研究採取質量並行的方式並利用內容分析法做研究,先以文化面貌做探討,根據食、住、行、遊、購、娛六大構面作CKIP 詞頻統計分析。再以文化感受做探討,根據文本內容做情感正負面分析,以大陸人跟台灣人來相互比較,再以詞頻統計結果較高且內容較完整的幾篇部落格文章探討更深層的文化特質,最後和當地觀光旅遊局做比較。
結果得知在詞頻統計結果上其中食構面、行構面及遊構面最能反應兩地旅客的不同之處。在情感上,差異較大的是在住構面及購構面,大陸人相較於台灣人對於在台北住的方面較多為正情感,台灣人對於購物方面上相較於大陸人則有較多的負情感。在與觀光局比較後也顯示,觀光局所推薦的六大構面並沒有完全符合觀光客所重視的。觀光產業是21世紀最夯的產業之一,近年來政府把”建設台灣為觀光之島”列為重點,加上大陸地區人民來台觀光人次年年增加,本研究的結果可提供觀光傳播局和旅遊業者參考。

關鍵字:部落格、內容分析、目的地印象
Travel blogs present the feelings of a personal travel experiences, and can be used to explore the most realistic opinions in tourist hearts for the positive and negative evaluation of the tourist destinations. Meanwhile, they are that what the visitors collect an important source of information of the attractions, and they impact the destination impression and tourism volition. This study uses both qualitative and quantitative research and conducts a content analysis of travel blogs. First, it investigated the cultural aspects to explore the six dimensions, food, residence, transportation, travel, shopping and entertainment, for CKIP word frequency statistics. Then, it investigated the cultural feelings by positive and negative affection analysis, based on a text analysis comparing Mainland people’s work with that of Taiwanese people. Third, based on the word frequency statistics, it extracted some example blogs with higher-statistics results and richer contents and then explored them in their deeper cultural characteristics. Finally, the results were used to compare with the website content of the local Tourism Bureau.
The research results are as follows. For the word frequency statistics, the two dimensions, food and transportation, mostly reflect the differences between Chinese and Taiwanese. As for the affection analysis, the two dimensions, residence and shopping, reveal the biggest differences between Chinese and Taiwanese. In the residence dimension, Taiwanese people show much more positive emotions than Chinese people. In the shopping dimension, it seems in reverse. In comparison with the Tourism Bureau, the above results did not comply with the website content of the Bureau with respect to the recommendation points of the six dimensions of tourism. Tourism industry is one of the most important industries in the 21st century. In recent years, our government puts emphasis on "constructing Taiwan as a tourist island". Furthermore, Chinese people come to Taiwan for tourism increasingly year by year. The results of this study may provide information for the Tourism Bureau and value tour dealers.

Keywords: blog, content analysis, destination impression

內容目錄
中文摘要iii
英文摘要iv
誌謝辭vi
內容目錄 vii
表目錄ix
圖目錄x
第一章  緒論1
第一節  研究背景1
第二節  研究動機與目的7
第二章  文獻探討10
第一節  觀光意象10
第二節  部落格12
第三節 中文斷詞系統14
第四節  內容分析法16
第三章  研究方法18
第一節  研究流程18
第二節  收集並選取部落格文章,定義構面20
第三節  分析文化面貌,文化感受21
第四節  提煉可辨識性高的文化特質23
第五節  與當地觀光局做比較24
第六節  管理意涵24
第四章  結果與討論25
第一節  文化面貌25
第二節  文化感受39
第三節  文化特質44
第四節  與當地觀光局比較48
第五節  管理意涵50
第五章  結論與建議52
第一節  結論52
第二節  建議52
參考文獻54
附錄A  文本清單-台灣人看台北64
附錄B  文本清單-大陸人看台北71


表目錄
表 1-1 大陸來台觀光申請條件6
表 1-2 來台旅客消費及動向調查7
表 2-1 國外學者對觀光意象的定義11
表 2-2 斷詞服務系統精簡詞類標記15
表 3-1 六大構面內容分析之信度檢驗23
表 4-1 台灣人看台北詞頻統計表25
表 4-2 台灣人看台北詞彙分類表26
表 4-3 大陸人看台北詞頻統計表30
表 4-4 大陸人看台北詞彙分類表31
表 4-5 兩地部落格文章同時出現三個構面百分比表38
表 4-6 正情感形容表39
表 4-7 負情感形容表40
表 4-8 台灣人看台北情感統計表41
表 4-9 大陸人看台北情感統計表42
表 4-10 卡方檢定43
表 4-11 與當地觀光局比較結果48


圖目錄
圖 1-1 陸客歷年來台觀光人次6
圖 1-2 各國來台比例6
圖 3-1 研究流程圖19
圖 4-1 兩地對六大構面的正情感分析40
圖 4-2 兩地對六大構面的負情感分析41
圖 4-3 兩地對六大構面看重程度與情感面分析圖44

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