運用社會網絡分析法探討台東海岸觀光景點之網絡特徵

台東海岸地區是個得天獨厚的觀光地區，擁有豐富的自然資源與人文景觀，每到假日總吸引許多遊客到此旅遊。本研究景點參考東部海岸國家風景區推薦台東海岸之旅遊行程來挑選出20個景點，利用問卷調查方式獲得研究資料，並且採用社會網絡分析法來探討這20個旅遊景點所形成的網絡關係，研究中使用UCINET軟體的中心性分析、SVD奇異值分解、Lambda集合、邊陲－核心模式等工具進行分析以了解各個景點之間的網絡指標與匯聚情形，建立台東海岸地區的旅遊景觀廊帶，提供相關管理與研究單位做為設計及改善旅遊行程的參考。透過UCINET軟體的中心性分析發現其中知名度高、且交通便利的小野柳、三仙台、八仙洞等景點具有較高的社會網絡中心性；而在SVD奇異值分解與Lambda集合和邊陲－核心模式等分析中推知由於研究區呈狹長型，景點最南到最北可分為四個風景區廊帶，因遊客選擇景點常會以鄰近景點做為下個目的地，故各區可強化景點間互補連結形成網絡。上述的研究結果，有助於台東海岸風景區旅遊路線之規劃，增進較冷門景點到訪率及分散熱門區人潮，提升整體的到訪遊客數和品質，以達永續觀光。

關鍵字

旅遊；社會網絡分析；台東海岸景點；旅遊路線

並列摘要

The Taitung coastal area is a famous tourist area with abundant natural resources and cultural landscapes. It attracts many tourists on holidays. Based on the recommendations from the Coast National Scenic Area, this study picked out the best 20 spots for sightseeing. The researchers distributed questionnaires and utilized social network analysis method (including Centrality Analysis, Singular Value Decomposition, Lambda Set Analysis, and Core/periphery model) to analyze the data. The goal of the study is to understand the situation of the tourist vertices on the sitemap to help improve the Taitung coast tourism for relevant authorities and future itinerary change. By using the method of Centrality Analysis of UCINET software, it was found that spots such as Xiaoyeliu, Sanxiantai, and Baxian Cave with high reputation and convenient transportation had a high social network center. From SVD, Lamba set and Core/periphery model analysis, it showed that visitors tended to set their next destination in the vicinity. In addition, the Taitung coast sites could be divided into four scenic sections; therefore, each section can be linked into a network. The research results are helpful to the planning of tourism routes in Taitung coastal area, promoting the tourist attractions of the less popular destinations and dispersing tourists from popular spots. Furthermore, it could increase the quality and quantity of visitors to achieve the sustainable tourism.