外國遊客對國立故宮博物院文化意象之研究-以文字探勘與內容分析為例

在全球化與數位化的背景下，博物館不僅承擔文化傳播與教育的重責大任，也成為遊客理解和體驗文化的重要窗口。隨著科技的進步與社交媒體的普及，線上評論已成為遊客表達觀感和分享經驗的重要方式，為了了解國外遊客對故宮的文化意象，本研究利用文字探勘與內容分析的方法對遊客的線上評論進行分析，收集了來自TripAdvisor旅遊評論平臺的評論共7468筆，並運用自然語言處理技術進行文本分析，以識別並量化評論中與文化意象相關的關鍵字，進而揭示外國遊客對故宮的關注焦點及其文化意象的主要趨勢。本研究的進行包括幾個主要步驟。首先，透過文本探勘技術，萃取並分析評論中涉及博物館歷史展示、文物種類、教育活動、文化多樣性及技術創新等主題的文化意象主題關鍵字。接著，根據不同語言（英文、日文、韓文及法文）與評論等級（五星至一星）的評論內容，進行跨語言與跨評價層次的比較分析，以探討不同背景的遊客在文化意象上的差異。研究結果顯示，外國遊客普遍對故宮的歷史展示和文物種類表現出高度的興趣，特別是清朝和明朝的展覽、玉器及知名文物如翠玉白菜等。此外，教育活動和知識傳播也是遊客關注的重點，許多遊客對於導覽服務、語音導覽以及其他教育資源抱有高度期待。文化多樣性與社會反思亦是遊客評論中的重要議題，他們認為故宮不僅展示了豐富的中國文化，還在促進中外文化交流方面發揮了重要作用。在技術創新方面，遊客對故宮在展示中運用現代技術表現出高度的肯定，尤其是對於互動設計和數位化展示的重視，認為這些技術能夠顯著提升參觀體驗。不同語言的遊客在文化意象的關注點上也存在差異。英文遊客更注重歷史展示和文物種類的豐富性，日文遊客則特別欣賞故宮的展示技術和教育內容。韓文遊客則重視互動體驗和文化交流，法文遊客則對故宮在文化保存與文物展示方面的成就表示讚賞。在評論等級方面，五星遊客對故宮博物院的歷史展示、文物種類及教育活動表現給予高度評價，認同導覽和創新展示的重要性。四星遊客對文化展示表示高度認可，但對導覽服務和展覽策劃有更高期待，並希望在技術創新方面看到進步。三星遊客的評價較為保守，對教育活動和互動設計的滿意度較低，認為有提升空間。二星遊客和一星遊客對故宮的滿意度明顯降低，尤其對策展、教育服務和技術應用的部分。本研究的結論顯示，外國遊客對國立故宮博物院的文化意象是一個集傳承、教育、多樣性與創新於一體的文化殿堂，首先將其視為文化保存和傳承的象徵，特別讚賞其展示歷史文物的方式。其次，故宮在教育與知識傳播方面的角色也被視為極具價值，遊客對其教育活動和互動設計的投入表示高度認同。此外，故宮在促進文化多樣性和社會反思方面的努力也獲得了遊客的肯定，認為故宮在跨文化理解和社會對話中扮演了重要角色。最後，故宮在技術創新與創意設計上的表現，特別是在運用現代技術來提升觀展體驗方面，進一步加深了遊客對故宮的正面印象。

關鍵字

文化意象；文字探勘；內容分析；國立故宮博物院；線上評論分析

並列摘要

In the context of globalization and digitalization, museums play a crucial role in cultural transmission and education, serving as important venues for tourists to experience and understand culture. As technology advances and social media proliferates, online reviews have become essential for tourists to express opinions and share experiences. This study analyzes 7,468 TripAdvisor reviews to examine the cultural imagery associated with Taiwan's National Palace Museum, using text mining and content analysis. Through natural language processing, the study identifies and quantifies keywords related to cultural imagery, revealing key trends and focal points in foreign tourists' perceptions. The research involves several key steps: extracting and analyzing keywords related to cultural imagery themes such as historical exhibits, types of artifacts, educational activities, cultural diversity, and technological innovation. Comparative analysis is then conducted across different languages (English, Japanese, Korean, and French) and review ratings (from five stars to one star) to explore variations in cultural imagery among tourists. The findings indicate that foreign tourists show strong interest in the museum's historical exhibits and artifacts, particularly those from the Qing and Ming dynasties and famous items like the Jadeite Cabbage. Educational activities and knowledge dissemination also attract significant attention, with tourists having high expectations for guided tours and other educational resources. Cultural diversity and social reflection are important topics, with tourists recognizing the museum's role in showcasing Chinese culture and promoting cross-cultural exchange. Technological innovation, especially in interactive design and digital displays, is highly appreciated for enhancing the visitor experience. The study also highlights differences in focus among language groups. English-speaking tourists emphasize the richness of historical exhibits and artifacts, while Japanese tourists value display techniques and educational content. Korean tourists prioritize interactive experiences and cultural exchange, while French tourists admire the museum's achievements in cultural preservation. Regarding review ratings, five-star tourists give high evaluations to the museum's historical exhibits, types of artifacts, and educational activities, recognizing the importance of guided tours and innovative displays. Four-star tourists highly appreciate the cultural displays but have higher expectations for guided services and exhibition planning, hoping to see further advancements in technological innovation. Three-star tourists provide more conservative evaluations, expressing lower satisfaction with educational activities and interactive design, suggesting room for improvement. Two-star and one-star tourists show significantly lower satisfaction, particularly regarding curation, educational services, and the application of technology. In conclusion, foreign tourists view the National Palace Museum as a cultural institution that effectively integrates heritage, education, diversity, and innovation. They particularly praise its role in cultural preservation and its educational activities, as well as its investment in interactive design. The museum's efforts in promoting cultural diversity and social reflection are also recognized, with tourists acknowledging its role in fostering cross-cultural understanding. Finally, the museum's use of modern technology to enhance the visitor experience further strengthens the positive impressions held by tourists.