從香港討論區挖掘臺灣觀光意象

Exploring Taiwan’s Destination Image from Hong Kong Discuss Forum

蘇穎琪(Wing-Ki So)

指導教授 ： 丁冰和

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(2018年)

摘要

跟據臺灣交通部旅遊局的數據指出，香港旅客來臺的數字在每年都有增加。然而香港旅客與臺灣觀光意象之相關的研究仍相當缺乏，因此本研究旨在挖掘香港旅客對臺灣觀光意象。本研究採用內容分析法，以香港討論區內的文本內容為樣本並以量化與質性分析方法進行統計關鍵字、正負情感、重要滿意度分析(IPA)，分析構面包括「食」、「住」、「行」、「遊」、「購」、「娛」及「人」等七大構面分析。本研究收集了從二零一二年至二零一七年間共七十二篇遊記，約七十七萬字由中文及廣東話寫成。

研究結果顯示香港旅客來臺灣旅遊的日數平均由八天下降至五天，以關鍵字統計香港旅客對臺灣「遊」的意象最為深刻，次其是「食」的意象。在正負情感統計，香港遊客在七大構面中正負情感最多為「食」，其次為「遊」。在重要滿意度分析，香港遊客對於「食」的構面最為滿意。香港遊客在隨著時間的不同對於臺灣的旅遊目的地選擇也有變化。總結而言，此研究希望能解釋香港旅客對臺灣觀光意象為何，也可藉此進一步了解臺灣觀光意象。

關鍵字

臺灣觀光意象 ； 香港討論區 ； 內容分析法 ； 正負情感分析

並列摘要

According to Tourism Bureau of Taiwan, the numbers of Hong Kong travellers are increasing every year. However, study which explore Taiwan’s destination image from Hong Kong Traveller is scant. Therefore, this study may lead to a better understanding of the Taiwan’s Destination Image from Hong Kong Travellers. This study examines the destination image in Hong Kong Discuss Forum. Through content analysis of textual data, the Taiwan destination image will be explored by the frequency, positive and negative value (P/N value), Importance-Performance Analysis (IPA) (defined in seven dimensions which are “Meal”, “Accommodation”, “Transportation”, “Sightseeing”, “Shopping”, “Entertainment” and “People”) and geographical distribution. Data were collected from Hong Kong discuss 72 representative posts within 2012-2017 and around 770,000 words which were written in Cantonese were analysed with NVivo software. Result of this study provides useful insights for practice and future research in exploring destination image. The result shows that Hong Kong Travellers’ travelling days are decreasing from eight days to five days, and the highest frequency of seven dimensions are “Sightseeing”, second one is “Meal”. From the P/N value analysis, The highest frequency of both positive and negative comments is “Meal” , second one is “Sightseeing”. From the IPA, Hong Kong Travellers are having a high importance and satisfaction on “Meal”. Also, Hong Kong Travellers are having difference destination preference in difference periods. This study is explaining Taiwan’s Destination Image from Hong Kong Discuss Forum, as well as in providing an insight with a better understanding of Taiwan destination image.

並列關鍵字

Taiwan destination image ； Hong Kong Discuss Forum ； Content Analysis ； Emotion analysis

參考文獻

Tourism Bureau, Republic of China(Taiwan). (2017). Visitor Arrivals by Year. Retrieved March 15, 2018, from http://admin.taiwan.net.tw/statistics/year_en.aspx?no=15

Hong Kong Tourism Board. (2015). Annual Report 2014/15. Retrieved December 20, 2017, from http://www.discoverhongkong.com/eng/about-hktb/annual-report/annual-report-20142015/

Hotels.com(2015).。香港旅客最常到訪的海外旅遊目的地。http://www.runhotel.hk/2015/02/hotelscom-2014-most-hong-kongers-travel-destinations.html

Hong Kong Tourism Board. (2018). Annual Report 2016/2017. Retrieved March 20, 2018, from http://www.discoverhongkong.com/eng/about-hktb/annual-report/annual-report-20162017/

Hong Kong government. (2016). Hong Kong – the Facts. Retrieved March 20, 2018, from https://www.gov.hk/en/about/abouthk/facts.htm