從YouTube挖掘外國人對台灣地方小吃印象之探索與驗證

Mining and Validating the Foreigners’ Perception of Taiwanese Local Food Experiences from YouTube

于有延(You-Yen Yu)

指導教授 ： 丁冰和

共同指導教授 ： 吳淑玲(Shu-Ling Wu)

國立暨南國際大學/管理學院/觀光休閒與餐旅管理學系/碩士(2019年)

https://doi.org/10.6837/ncnu201900272

摘要

近年來，台灣地方小吃美食在政府與民間積極推廣之下，逐漸向世界嶄露頭角，得到許多媒體報導肯定，然而，外國人在網路談論台灣小吃的內容，與對外國人實際在台灣品嚐地方小吃的印象與看法到底為何，網路評論跟實際體驗有沒有落差，是本研究嘗試挖掘的。
　　很多外國YouTuber透過將親身享受美食的經歷拍成短片，透過網路平台，引發成千上萬來自各國的人響應，為旅遊目的地帶來許多商機。他們的影響力正牽動著人們造訪台灣的可能，為了從外國YouTuber來解讀台灣地方小吃美食，此研究以使用用戶生成內容（User-Generated content）的觀點，從網路YouTube抓取外國人對於台灣地方小吃的看法。分析自2015到2019年間發佈，點閱次數前20名由外國人介紹台灣美食的YouTube影片。
　　本研究採用多元研究方法，為要比對和驗證網路的分析結果。首先，採用內容分析法，引用Y.G. Kim學者設計的小吃消費動機問卷量表，歸納與整理網路聲量，將影片傳遞的訊息歸納於五個屬性，包含文化體驗、興奮情緒、人際網絡、感官訴求、健康考量。為進一步驗證網路訊息，第二階段以文獻資料和YouTube分析結果設計構面與題項，於2019年4月到5月期間收集214份問卷，透過問卷收集資料的方式，將問卷收集結果與網路訊息進行比對。第三階段，邀請26位在台外國人進行半結構式訪談，更深挖掘外國人對台灣地方小吃美食的印象與看法，此研究將作為行銷台灣地方小吃美食的參考。

關鍵字

台灣地方小吃 ； 地方小吃消費動機 ； 內容分析法

並列摘要

In recent years, Taiwanese local food has been gradually rising to prominence internationally and become one of the major attraction for foreign tourists. Taiwan Tourism Bureau also regarded Taiwanese local food as a specialty of Taiwan tourism and heighten it on its website. The symbolic and emotional function has been proved by prior research; however, it remains uncovered whether the information on the Web is complete or certain viewpoints overshadow the other. And what is the main reason for foreigners to consume Taiwanese local food. YouTube has been a popular and global platform for sharing individual food experiences and viewed as a powerful weapon for tourism marketing. This study aims to use different sources of user-generated content to analyze foreign YouTubers’ comments about Taiwanese local food for understanding foreigners’ perceptions of Taiwanese local food. Therefore, this research includes twenty YouTube videos that are most viewed on this topic and empirically tests based on a conceptual model of local food consumption proposed by Kim et al. (2012) Including the factors affecting Taiwanese local food experiences, six dimensions are involved: cultural experience, interpersonal relationship, excitement, health concern, sensory appeal and personal preferences. In order to organize and integrate the voice on the Internet, Content Analysis and Text Mining are carried out to interpret the data by each Taiwanese local food. In addition, in order to validate the findings, a quantitative method is also conducted to measure foreigners’ motivation for consuming local food by 200 questionnaires to verify the credibility of web information. The analytical result of the dimensions is a valuable reference for Food tourism marketing. The finding of this study will contribute to the academic and practical fields of food marketing and re-positioning food in tourism.

並列關鍵字

Taiwanese Local Food ； local food consumption ； Content Analysis

參考文獻

1. Agichtein, E., et al. (2008). Finding high-quality content in social media. Proceedings of the 2008 international conference on web search and data mining, ACM.

2. Berelson, B. (1952). "Content analysis in communication research."

3. Beritelli, P., et al. (2007). "The impact of the Internet on information sources portfolios: Insight from a mature market." Journal of Travel & Tourism Marketing 22(1): 63-80.

4. Boniface, P. (2017). Tasting tourism: Travelling for food and drink, Routledge.

5. Chang, K., et al. (1977). Food in Chinese Culture: Anthropological and Historical Perspectives, Yale University Press.