臺灣博碩士論文加值系統

旅遊部落格是一種個人旅遊經驗的呈現， 提供相關人員探究遊客
內心經驗與感受的新方式。本研究旨在藉由部落格內容的分析，探討
自由行與團體行遊客的觀光意象是否具差異性。研究中以大陸4 個主
要的旅遊博客網站為資料來源，利用內容分析法解析170 篇敘述台北
旅遊經驗的部落格文章。結果顯示自由行與團體行遊客在人口組成、
遊憩台北的深廣度有所不同，以及在諸多意象屬性中亦有不同的看法
與感受。而針對不同的市場區隔應該予以不同的行銷策略，因此本研
究最後將針對分析結果，提出實務建議供相關單位參考。

Travel blogs are expressions of individual travel experiences,
which provide a new way of understanding tourists ’ t rue inner feelings
and perceptions of a destination. The purpose of this study is to examine
the viewpoint difference between independent and package tour
travelers as reflected in the discourse of travel blogs. Data were
obtained from four prominent Chinese travel blog websites. In this
study, 170 t ravel blogs relating to trips to Taipei were examined by
using content analysis. The result indicated that independent and tour
package travelers were different in demographics, depth, and breadth. It
also revealed that the two groups of visitors share different perceptions
and feelings about Taipei . These differences suggest alternative
promotional strategies for these two segments. Therefore, the result of
this study could serve as a useful guideline for the relevant authorities.

目錄
第壹章 緒論....................................................................1
第一節 研究背景與動機.......................................................1
第二節 研究目的.............................................................2
第三節 研究範疇.............................................................3
第四節 研究流程.............................................................3

第貳章 文獻回顧................................................................5
第一節 遊客的資訊搜尋行為...................................................5
第二節 觀光意象.............................................................6
第三節 電子口碑與旅遊部落格................................................18

第參章 研究方法...............................................................24
第一節 內容分析法..........................................................24
第二節 研究步驟............................................................26

第肆章 研究結果...............................................................31
第一節 部落格樣本資料......................................................31
第二節 景點頻率分析........................................................31
第三節 旅遊部落格內容分析..................................................33

第伍章 結論與建議.............................................................42
第一節 研究結論............................................................42
第二節 實務意涵與建議......................................................44
第三節 研究限制及後續研究之建議............................................46

第陸章 參考文獻...............................................................49

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