以社群大數據基礎之台灣民眾國外旅遊概況與觀光行為模式

Overseas Tourist Profiles and Tourism Behavior Models of Taiwan People Based on Social Big Data

劉振隆(Jenn-Long Liu) ； 郭庭瑜(Ting-Yu Guo) ； 黃湋宸(Wei-Chen Huang) ； 蔡佳潔(Jia-Jie Tsai)

《觀光與休閒管理期刊》 6卷特刊 (2018/08) Pp. 13-22

https://doi.org/10.6510/JTLM.201808_6(S).0002

摘要

隨著科技日新月異，民眾取得旅遊資訊愈加便利且多元，許多國家與媒體大力推廣觀光產業，再加上廉價航空、青年旅舍等興起，讓民眾出國旅行不再是件難事。一般來說，台灣地區民眾多會利用連假或是寒假、暑假期間出國旅遊。部分國人會以台灣地理位置、語言文化為優先考量，例如與我們文化相近的中國大陸、擁有新興演藝文化的韓國或者保有傳統文化特色的日本皆是影響國人旅遊選擇的一部分因素。本文為了解台灣地區民眾旅遊習慣，針對國人在不同國家及其運動活動、傳統文化、節日祭典、名勝古蹟四個主題下之維度，透過Opiew社群聆聽平台進行社群大數據、新聞討論區之文章做有效地收集，並針對上述四項觀光方式之心占率、聲量數、好感度以及各主題與文章列表內關鍵字之關聯性與出現頻率之探討。本文分析之結果將以圖形視覺化、解析數據列表以及文章列表方式呈現，以期可以有效地觀測出台灣民眾出遊最常選擇的地區以及分析其在這些地區之國家當中所執行的運動活動、傳統文化、節慶祭典，名勝古蹟四種觀光行為模式。

關鍵字

旅遊習慣 ； 觀光行為 ； 社群大數據 ； Opview ； 圖形視覺化分析

並列摘要

With the rapid development of science and technology, the public has become more convenient and diversified in obtaining tourist information. Due to the rise of cheap airlines and youth hostels, it is no longer difficult for people to travel abroad. Therefore, many countries and the media have vigorously promoted the tourism industry. In general, many people in the Taiwan area will use the winter and summer vacations to have travels. Some people will consider geographical location of Taiwan, language, and culture as their top priority of consideration for selecting the travelling area. For example, mainland China with similar culture, South Korea with a new performing arts culture, and Japan with traditional cultural features are all factors that affect Taiwan people’s travelling choices. This study aims to understand the travel habits of the people in Taiwan by setting four dimensions: countries, sports activities, traditional culture, holiday festivals, and places of historic interest. Moreover, this study uses a social listening platform, named Opview, to collect related articles with travel stored in the areas of social networking, discussion forums, and news to investigate the relationship between the heart-occupation rate, the number of articles, the degree of favorability, and the relevance and frequency of the keywords in each article and the list of articles for the above four sightseeing models. The results of the analyses will be presented in the form of graphical visualizations, analytical data lists, and article lists in order to effectively observe the regions where Taiwanese citizens travel most often to visit, and also to analyze four types of sightseeing behavior including sports activities, traditional cultures, festivals and celebrations, and places of interest in these regions.

並列關鍵字

Travel Habits ； Sightseeing Behavior ； Social Big Data ； Opview ； Graphical Visualizations