臺灣博碩士論文加值系統

永續發展已成為全球關注的焦點，旅遊業也逐漸融入永續元素，催生出永續旅遊。台灣近年來積極推動永續旅遊轉型，旅遊業者致力於將當地旅遊生態轉型為永續旅遊模式。隨著網路科技的發展，多數人透過網路媒體獲取資訊，這些資訊經由網路媒體傳達給顧客和業者，形塑其形象和認知。文字探勘技術已成為分析網路評價的重要工具，能夠處理大量文本並擷取有價值的關鍵字詞。本研究旨在從遊客的視角，運用文字探勘技術分析網路口碑資料，探討遊客對於東北角暨宜蘭海岸國家風景區的永續旅遊意象認知。研究運用OpView社群輿情分析工具抓取文本資料，以永續觀點的環境、社會和經濟三構面為指標，分析遊客的認知與評價，並探討其對目的地品牌意象的感知，進一步分析感知與重遊意願之間的關聯性。研究結果顯示，(1)遊客對永續觀點的認知中以經濟構面獲得最多關注，特別是休閒與娛樂經濟；環境構面中的生態系統保護與自然景觀印象高度關注。(2)感知目的地品牌意象評價集中在感官意象、屬性意象、認知意象及情感意象，其中住宿體驗和自然景觀印象最受重視。(3)在重遊意願方面，推薦他人意願的出現頻次高於再次造訪意願。(4)永續觀點與感知目的地品牌意象，以及感知目的地品牌意象與重遊意願之間均具有關聯性。

Sustainable development has become a global focal point, with the tourism industry gradually integrating sustainable elements, leading to the emergence of sustainable tourism. In recent years, Taiwan has been actively promoting the transformation of its tourism industry towards sustainability, with tourism operators striving to shift local tourism ecosystems into sustainable tourism models. With the advancement of internet technology, most people obtain information through online media, which in turn shapes the image and perception of customers and businesses. Text mining technology has become a crucial tool for analyzing online reviews, capable of processing large volumes of text and extracting valuable keywords. This study aims to analyze online word-of-mouth data from the perspective of tourists using text mining techniques to explore tourists' perceptions of sustainable tourism imagery in the Northeast Coast and Yilan Coast National Scenic Area. The study employs the OpView social media sentiment analysis tool to collect text data and uses the three dimensions of sustainable perspectives—environmental, social, and economic—as indicators to analyze tourists' perceptions and evaluations. Furthermore, it examines the perceived destination brand image and its relationship with revisit intention. The results indicate that: (1) Tourists' awareness of sustainable perspectives primarily focuses on the economic dimension, especially the leisure and entertainment economy; the environmental dimension, particularly ecosystem protection and natural landscape, also receives significant attention. (2) Perceived destination brand image evaluations are concentrated on sensory, attribute, cognitive, and affective images, with accommodation experience and natural landscape impressions being the most emphasized. (3) In terms of revisit intention, the frequency of willingness to recommend to others is higher than the willingness to revisit. (4) There is a correlation between sustainable perspectives and perceived destination brand image, as well as between perceived destination brand image and revisit intention.

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 文字探勘 5
第二節 永續旅遊 11
第三節 感知目的地品牌意象 21
第四節 重遊意願 24
第五節 刺激-有機體-反應理論 29
第三章 研究方法 32
第一節 研究架構 32
第二節 研究對象 32
第三節 研究操作型定義 34
第四節 資料蒐集方式 36
第五節 分析方法與流程 38
第四章 研究結果 46
第一節 永續觀點之內涵分析 46
第二節 感知目的地品牌意象之內涵分析 50
第三節 重遊意願之內涵分析 57
第四節 永續觀點與感知目的地品牌意象之關聯性分析 58
第五節 感知目的地品牌意象與重遊意願之關聯性分析 61
第五章 結論與建議 65
第一節 研究結論 65
第二節 實務建議 68
第三節 研究限制與未來研究方向 69
參考文獻 71
附錄 85
附錄一 台灣永續旅遊目的地 85
附錄二 三項獎項評選標準與台灣獲獎之旅遊目的地（2016～2022） 87
表目錄
表 2-1 文字探勘之定義 6
表 2-2 文字探勘相關研究 10
表 2-3 永續旅遊、生態旅遊和綠色旅遊之定義： 13
表 2-4 全球性永續旅遊準則 15
表 2-5 綠色目的地標準 18
表2-6 「全球百大目的地永續故事獎」評選步驟 20
表 2-7 重遊意願之相關研究 27
表 2-8 刺激-有機體-反應理論之相關研究 30
表3-1 2016~2022年東北角暨宜蘭海岸國家風景區管理處獲獎資訊 33
表3-2 永續觀點之構面定義 34
表 3-3 感知目的地品牌意象之構面定義 35
表 3-4 重遊意願之構面定義 36
表 3-5 篩選關鍵字 37
表 3-6永續觀點、感知目的地品牌意象與重遊意願之類目規則表 41
表 4-1 永續觀點之詞頻分析 49
表 4-2 感知目的地品牌意象之詞頻分析 55
表 4-3 重遊意願之詞頻分析 58
表 4-4 永續觀點與感知目的地品牌意象之共詞組 60
表 4-5感知目的地品牌意象與重遊意願之共詞組 63
圖目錄
圖 2-1 文字探勘系統架構 8
圖 2-2 永續旅遊、綠色旅遊、生態旅遊之涵蓋範圍 14
圖 3-1 研究架構圖 32
圖 3-2 OpView軟體介面查詢條件示意圖 38
圖 3-3 研究流程圖 39
圖 4-1 永續觀點關鍵字之文字雲 48
圖 4-2 感知目的地品牌意象關鍵字之文字雲 56
圖 4-3 永續觀點與感知目的地品牌意象關聯性之網路圖 61
圖 4-4 感知目的地品牌意象與重遊意願關聯性之網路圖 64

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