| 摘要: | 本研究旨在透過網路文字探勘來分析網路文章和評論，來瞭解遊客對北港小鎮的旅遊意象及旅遊體驗。先運用中文斷詞系統整理關鍵詞， 經使用詞頻分析、共詞分析，再藉由探索式因素分析和圖像化的多元尺度分析，以更客觀的量化數據來探討北港小鎮旅遊的旅遊意象與體驗價值。 研究結果發現：(1)景點行程遊覽上，北港小鎮的旅遊大多圍繞媽祖信仰文化而發展，除了透過宗教遶境活動吸引人潮前來進香和觀看各樣敬神儀式，還有步行就可抵達的北港觀光大橋、牛墟、水道頭文化園區、女兒橋和元宵節的燈區等景點。(2)文化歷史與美術上，北港鎮發展甚早加上宗教信仰的盛行，所以北港鎮擁有許多歷史建築，工藝品方面傳承發展良好，有傳承百年傳統的森興燈籠店，以宗教工藝產業為主的北港工藝坊，農曆三月十九和二十日的真人藝閣花車遶境，更有中秋節的「五湖四海宴」。(3)旅客休閒與遊憩上，古早味美食小吃特色是北港鎮旅遊口碑推薦之一，來北港玩不只可以嚐到在地好味道，也可帶回很多農特產和糕餅當伴手禮。(4)旅遊服務網絡上，北港鎮自民國105年起於水道頭文化園區內設立旅客中心，但發現所蒐集的網路文章，並沒有出現「遊客中心」一詞，究其原因可能是旅客中心設置的地點較不明顯，加上大部分旅客對主要景點大多已熟知，所以「旅客中心」一詞較不被旅客提及。(5)北港小鎮帶給遊客的體驗價值為熱鬧、古早味、美味、虔誠、人情味等，皆為正向的感受，但交通部分較少便利的公共運輸工具和高速公路相鄰，停車動線在假日較容易堵塞。 根據上述研究結果，建議(1)提高旅客使用新遊客中心的頻率，增加景點和活動的能見度 (2)增加多元化的行程設計，增設景點的外語說明，吸引不同的旅客群體。(3)整合周邊觀光資源，強化體驗活動的套裝行程，提高旅客停留北港小鎮的時間。
The purpose of this research is to understand tourists' images and tourism experience of Beigang town through online text mining and analysis of online community articles. Firstly, the Chinese word segmentation system is used to classify the keywords for word frequency analysis and co-word analysis, and then by using exploratory factor analysis and multi-scale analysis to explore the tourism image and experience value of Beigang town tourism with more objective quantitative data. The results of the study found that: (1) In terms of scenic spot itinerary, most of the tourism in Beigang town revolves around the belief and culture of Mazu. In addition to attracting crowds to come to pilgrimage and watch various worship ceremonies, there are also places within walking distance attractions, such as Beigang Sightseeing Bridge, Niu Market, Shuidaotou Cultural Park, Daughter Bridge and Lantern Festival Lantern District. (2) In terms of culture, history and art, Beigang Town was developed very early and religious beliefs are popular, so Beigang Town has many historical buildings, handicrafts are well inherited and developed, such as Senxing Lantern Shop, Beigang Craft Workshop, the “Reality Art Floats Parade ” on the 19th and 20th of the lunar calendar, and the “Five Lakes and Four Seas Banquet” on the Mid-Autumn Festival. (3) In terms of tourists’ leisure and recreation, ancient food and Souvenir are recommended by Beigang Town's tourism. When visiting Beigang, you can not only taste the local delicious food, but also bring back many special agricultural products and pastries as souvenirs. (4) On the tourism service network, Beigang Town has set up a tourist center in Shuidaotou Cultural Park since 1955 in the Republic of China, but found that the word “vistor center” did not appear in the collected Internet articles. The reason may be that the location of vistor center is less obvious, and most tourists are already familiar with the main attractions, so the term “visitor center” is not mentioned by tourists. (5) The experience value that Beigang town brings to tourists is bustling, old-fashioned, delicious, devout, humane, etc., all of which are positive feelings, but the transportation part is less convenient. Beigang town is not adjacent to the expressway and its public transportation is few. Furthermore, the parking moving lines are more easy to be blocked during holidays. According to the above research results, it is suggested that the new visitor center can be used frequently by tourists for increasing the visibility of attractions and activities. In response to the need of tourists, diversified itinerary design and foreign language descriptions of scenic spots can be added for attracting different groups of tourists. The better package itinerary of experience activities can be provided through integrating surrounding sightseeing resources and strengthening the original package itinerary for increasing the time tourists stay in Beigang Town. |
