- 會議論文
- OpenAccess
決戰Z世代：後疫情時代臺灣郵輪產業之社群網絡評論研究
The Decisive Battle against Generation Z: Research on Social Network Comments of Taiwan's Cruise Industry in the Post-Epidemic Era
摘要
2022年疫情逐漸趨緩的形勢造就台灣郵輪旅遊營業額快速攀升，Z世代遊客因疫情的影響，開始轉變從以往一般的旅遊模式進而開始接觸郵輪旅遊產品。而出生於網路世代的Z世代遊客，擅長於網路媒體上留言評論，從而形成網路口碑。本研究之目的，主要是藉由網路爬蟲及文字探勘技術去搜集Z世代遊客在社群網路媒體對郵輪旅遊的正負面評論，進而去瞭解其喜愛的旅遊模式；分析當下網路媒體對應年青世代所討論的議題及Z世代遊客對疫情持續或消散於郵輪旅遊模式的看法。因應上述研究問題，本研究運用文字探勘技術中的資料前處理、Jieba中文斷詞、TF-IDF及關聯性分析，進一步分析出Z世代遊客所討論之郵輪旅遊相關議題。同時，並藉由對郵輪議題給出的評論及看法，深入分析出Z世代遊客的喜好。本研究經由分析公主郵輪網路媒體網頁的Z世代遊客評論關鍵字後得出的分析結果，根據文字雲上顯示無論疫情前後，Z世代遊客只關注郵輪本身及活動的有趣性而已。而相關研究結果，將有助於郵輪業者與旅行社業者在規劃與設計相關遊輪旅遊產品時，可探討不同年齡層的遊客之需求，同時本研究結果將有助於相關業者們之未來郵輪旅遊產品之設計與創新。
並列摘要
In 2022, the gradual easing of the epidemic has led to a rapid increase in Taiwan's cruise tourism turnover, and Generation Z tourists have begun to change from the previous general travel mode to contact cruise tourism products due to the impact of the epidemic. Generation Z tourists, born in the Internet generation, are good at leaving comments on online media, thus forming online word of mouth. The purpose of this study is to collect positive and negative reviews of cruise tourism by Generation Z tourists on social media through web crawlers and text mining techniques, to understand their favorite travel modes; Analyze the issues discussed by the younger generation in current online media and the views of Generation Z tourists on the persistence or disappearance of the epidemic in cruise tourism models. In response to the above research issues, this study utilized data preprocessing techniques in text exploration, Chinese word segmentation in Jieba, TF-IDF, and correlation analysis to further analyze the cruise tourism related issues discussed by Generation Z tourists. At the same time, by providing comments and opinions on cruise issues, in-depth analysis was conducted on the preferences of Generation Z tourists. At the same time, through the comments and opinions on cruise issues, the preferences of Z generation tourists are deeply analyzed. In this study, the analysis results obtained by analyzing the keywords of Z-generation tourists' comments on Princess Cruises' online media pages show that Z-generation tourists only pay attention to the cruise itself and the interesting activities before and after the epidemic. The relevant research results will help cruise operators and travel agencies to explore the needs of tourists of different ages when planning and designing relevant cruise tourism products, and at the same time, the results of this study will help the relevant operators to design and innovate cruise tourism products in the future.