| 摘要: | 本研究旨在透過網路文章，以文字探勘了解遊客對大溪老街的旅遊意象及內心的感受與體驗。先運用中文斷詞系統整理關鍵詞進行詞頻分析、共詞分析，再用多元尺度做定位分析，以更客觀的量化數據來探討大溪老街旅遊的旅遊意象與體驗價值。 研究結果發現：大溪老街一年四季皆適合旅遊，遊客大多為了品嘗美食來到大溪老街，除此之外，充滿歷史風格的巴洛克建築、大溪橋美景、中正公園也是該地鮮明的旅遊意象，吸引許多遊客前來走走逛逛和拍照打卡。大溪老街帶給遊客的體驗價值為傳統、美麗、好玩等，皆為正向的感受，但旅客較少住宿，以一日遊居多。 根據上述研究結果，建議將周邊觀光資源整合發展，增加夜間活動的規劃，提高旅客過夜率，並藉由社群整合資訊，提高宣傳，增加景點能見度。
The purpose of this research is to understand tourists' images and their inner experience of Daxi Old Street through text mining and analysis of online articles. First use the Chinese word segmentation system to organize keywords for word frequency analysis, co-word analysis, and then use multi-dimensionality for positioning analysis, and use more objective quantitative data to explore the tourism image and experience value of Daxi Old Street tourism. The results of the study found that Daxi Old Street is suited to travel year-round. Most tourists come to Daxi Old Street to taste delicious food. In addition, the Baroque architecture full of historical style, the beautiful scenery of Daxi Bridge, and Zhongzheng Park are also distinctive features of the place. The tourism image attracts many tourists to come and walk around and take pictures. The experience value that Daxi Old Street brings to tourists is tradition, beauty, fun, etc., all of which are positive feelings, but tourists seldom stay for accommodation, and most of them are day trippers. According to the above research results, it is recommended to integrate the development of surrounding tourism resources, increase the planning of night activities, increase the overnight stay rate of tourists, and use community resources to integrate information, improve publicity, and increase the visibility of scenic spots. |
