| 摘要: | 本研究旨在透過部落格文章，文字探勘來了解部落客對環島旅遊意象及內心感受體驗。首先利用Google搜尋，收集307篇部落客的環島旅遊文章，以內容分析法作質化探討，再運用中文斷詞系統整理關鍵詞，進行詞頻分析、共詞分析、多元尺度分析，以更客觀的量化數據來探討環島旅遊的旅遊意象與體驗價值。 研究結果發現：(1)自行車和機車被提及次數較其他交通工具多。(2) 環島遊憩活動最多為欣賞自然風景。(3)本研究城鎮吸引力較高的兩縣市為台東和花蓮。(4)文本分析發現觀光景點以墾丁最為熱門，其他皆位於花東，旅遊意象多為山海風光。(5)環島除了觀光外，也多了目的性、冒險性和挑戰性。(6)環島遊客也逐漸深度探索地方小鎮。(7)環島體驗價值為很熱血、有成就感、有意義等，幾乎都是正向的感受。(8)環島的安全在文本中常被提及，提醒注意行車安全。 根據上述研究結果，建議政府當局與業者能結合地方體驗與文創產業、提供環島配套支援服務與住宿選擇、重視自然生態環境議題，確保旅遊發展與環境保護之間的平衡，促使觀光旅遊永續發展。
The purpose of this research is to explore bloggers' images of traveling around Taiwan and their inner experience through bloggers' articles and text mining. First, I use Google to search, collect 307 bloggers’ travel articles around Taiwan, and I use content analysis method for qualitative discussion. Then I use the Chinese word segmentation system to organize keywords for words frequency analysis and content analysis of co-word analysis and mul-ti-scale, and use more objective quantitative data to explore the tourism image of people traveling around Taiwan and their inner experience. The results of the study are as follows: (1) Bicycles and motorcycles were mentioned more frequently than other ways of transportation. (2) The most popular recreational activity for traveling around Taiwan is enjoying the natu-ral scenery. (3) The top two cities with high urban attractiveness in this study are Taitung and Hualien. (4) Through text analysis, I found that Kenting is the most popular tourist attraction, the others are located in Taitung and Hualien, and most of the tourist images are mountain and sea scenery. (5) In addition to sightseeing, traveling around Taiwan is more purposeful, adventurous and challenging. (6) Tourists traveling around Taiwan gradually explore local towns in depth. (7) For the travelers, they felt the value of traveling-around- Taiwan experience is passionate, meaningful and with enthusiasm, a sense of accomplishment, mostly positive feelings. (8) The safety of cycling around Taiwan is also often mentioned in the text, reminding people to pay attention to driving safety. Based on the above research results, I would suggest the government au-thorities and tourist operators to combine local experience with cultural and creative industries, to provide supporting services and accommodation options around Taiwan, to pay attention to natural ecological environment issues, to ensure a balance between tourism development and environmental protection, and to promote sustainable development of tourism. |
