從部落格挖掘陸客之臺灣旅遊意象及價值—以內容分析法暨方法目地鏈為例

陸客來臺旅遊占我國觀光產值逐年升高，於民國100年正式開放大陸旅客來臺自由行，但相關的研究至今仍相當缺乏。本研究以質化及量化的方式並行，旅遊意象方面先以文化面貌做探討，利用CKIP斷詞系統分析，再以文化感受做探討，根據本文內容做情感正負面分析。旅遊價值方面以方法目的鏈為基礎，再以內容分析法取得「屬性-結果-價值」中的連結關係，以瞭解遊客心中真正的旅遊價值。研究結果顯示：旅遊意象分析中得知，六大構面各個最深的旅遊印象為小吃（食）、民宿（住）、火車（行）、墾丁（遊）、購票（購）、夜市（娛）。在情感上，大多都顯示為正情感，負情感很少，其中在住方面負情感為零。旅遊價值分析整體顯示，貼心、享受、有趣好玩、難忘回憶及悠閒自在為陸客來臺自由行的最終價值需求。從鏈結數字上得知，貼心是最重要的價值，其次為有趣好玩。本研究的結果可以提供給旅遊業者或相關旅遊單位當作未來改善、推廣之參考，瞭解來旅客臺自由行中所著重或不足的地方在哪，以利臺灣觀光發展。

關鍵字

部落格；方法目的鏈；旅遊意象

並列摘要

Mainland China tourists account for Taiwan’s yearly growth of the tourism industrial value. Taiwan officially began to welcome Chinese Individual Tourists in the year of 2011. However, the relevant research is still lacking. In this study, qualitative and quantitative studies are conducted. To explore Taiwan tourism image from blogs, cultural appearance was explored by first using CKIP word frequency statistics, then cultural experience was explored by analyzing positive and negative emotions of the tourists. To explore Taiwan tourism value from blogs, the ＂Attributes-Consequences-Values＂ link relations were conducted by using content analysis in order to understand the true tourism value of the tourists. The results are as follows. Taiwan tourism image analysis showed that the deepest impressions in the six dimensions of food, residence, transportation, travel, shopping, and entertainment are travel snacks, Bed and Breakfast, train, Kenting park, tickets, and night markets, respectively. As for the aspect of emotions, most of them are positive ones, while negative emotions rare, with no negative emotions in the living conditions. Overall, tourism value analysis shows that caring, enjoyment, fun and interest, memorability and leisure freedom are the final deciding values of Chinese individual tourists. According to the link relations, caring is the most important value, followed by fun and interest. The results of this study can provide some important information for the Taiwan tourism-related official offices and industrial sectors with respect to future improvements, promotions, and development of Taiwan's tourism.