利用資料探勘技術規劃文化設施為主題之旅遊行程－以台中國家歌劇院為例

良好的活動內容結合在地豐富的觀光資源，可以讓文化觀光行程變得多采多姿。本研究依據Porter鑽石理論的結構因子，建立台中國家歌劇院文化觀光潛力分析項目，透過問卷訪談以及分析結果發現：受訪者在評估面向上較為重視生產要素、相關產業支援以及需求條件，也認為行程規劃應結合彼此有關聯的景點。另一方面，本研究透過資料探勘技術從台中市觀光局七七亮點中篩選出三個主要景點：逢甲夜市、新社花海、亞洲現代美術館，據以產生伴隨國家歌劇院的旅遊行程。期望藉由此種行程規劃出來的觀光活動，不僅能夠行銷台中國家歌劇院，也能帶動週遭觀光景點的經濟活動，讓整個觀光行程成為深具人文、藝術、經濟等多元內涵的活動。

關鍵字

文化觀光；資料探勘；旅遊行程

並列摘要

Good cultural activities incorporated with the local tourism resources can make sightseeing colorful. Based on the diamond theory proposed by Porter, this study establishes the key factors of culture tourism for the National Taichung Theater. The results of the investigation showed the following: respondents put more emphasis on the factors of production, related industries support and demands, but also agree that tourism planning should be combined other attractions. On the other hand, this study applies data mining techniques to identify three main attractions from the Taichung Tourism Bureau's seventy-seven highlighted attractions: Feng-Chia Night Market, Hsinshe Flower Sea Festival, and Asia Museum of Modern Art. By planning the tours, not only will the National Taichung Theater be promoted, but also the economic activities will be boosted. The tours will include multi-dimensional activities of art, humanities, and the local economy.

並列關鍵字

Cultural tourism ； data mining ； tourism planning

參考文獻

張淑青，(2006)，觀光旅遊品質知覺、價格知覺對行為意圖影響之研究－重遊意圖與推薦意圖的探討，台灣管理學刊，6(2)，39-61。doi: 10.6295/TAMJ.2006.0602.03 【Chang, S.-C. (2006). A study of the influences of travel quality perceptions and price perceptions on behavior intentions: Exploring of revisit intentions and recommendation intentions. Taiwan Academy of Management Journal, 6(2), 39-61. doi: 10.6295/TAMJ.2006.0602.03】

Bauer, T., Law, R., Tse, T., & Weber, K. (2008). Motivation and satisfaction of megabusiness event attendees: The case of ITU Telecom World 2006 in Hong Kong. International Journal of Contemporary Hospitality Management, 20(2), 228-234. doi: 10.1108/09596110810852195

Bose, I., & Chen, X. (2009). Hybrid models using unsupervised clustering for prediction of customer churn. Journal of Organizational Computing and Electronic Commerce, 19(2), 133-151. doi: 10.1080/10919390902821291

Chen, M.-S., Han, J. & Yu, P.-S. (1996). Data mining: An overview from a database perspective. IEEE Transactions on Knowledge and Data Engineering, 8(6), 866-883. doi: 10.1109/69.553155

Bruner, E. M. (1993). Introduction: Museums and tourism. Museum Anthropology, 17(3), 6. doi: 10.1525/mua.1993.17.3.6

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利用資料探勘技術規劃文化設施為主題之旅遊行程－以台中國家歌劇院為例

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