以內容分析法分析金門著名旅遊景點線上之評論

Analyze online comments on famous tourist attractions in Kinmen with content analysis

張至文(Chin-Wun Chan)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2021年)

摘要

金門的觀光資源多樣化又豐富，特有的「戰地史蹟」及「軍事資源」更是吸引遊客來金門觀光的最佳代言人，也是最具特色的觀光產業之一，而遊客在網路對金門旅遊景點的評價，對於金門觀光產業的推動有極大的幫助且彌足珍貴，本研究是以Google Map網路資訊平台對於金門著名的旅遊景點近1年內之評論內容做為分析之對象，將這些評價的貼文建立資料庫，針對評價內容分類，並做資料的統計，以文字雲表現討論度的高低，進而了解目前影響了遊客是否願意來金門，及曾經來過金門的是否願意再重遊或推薦至金門旅遊的意念，這是本研究關注的重點。
本研究結果發現遊客對於這15個熱門景點的正面評價有4,133則，占總評論數83.04%，負面評價僅有65則，占總評論數0.01%，由此可知遊客對於獅山砲陣地等15個旅遊景點有相對正面的評價。獲得正面評價最高是建功嶼、其次是翟山坑道、再其次為九宮坑道，而獲得負面評價最高是金城民防坑道、其次是明遺老街、再其次為獅山砲陣地。

關鍵字

傳統聚落 ； 戰地風光 ； 社群媒體 ； 文字雲 ； 行銷 ； 觀光行銷

並列摘要

Kinmen’s tourism resources are diversified and rich. The unique "warfare historical sites" and "military resources" are the best spokespersons for attracting tourists to visit Kinmen, and it is also one of the most distinctive tourism industries. Tourists travel to Kinmen on the Internet. The evaluation of scenic spots is of great help and precious to the promotion of the tourism industry in Kinmen. This study uses the Google Map network information platform to comment on the famous tourist spots in Kinmen in the past one year as the object of analysis. Create a database of evaluation posts, classify the evaluation content, and make statistics on the data, and use the word cloud to show the level of discussion, and then understand whether the tourists are currently influencing whether they are willing to come to Kinmen, and whetherthose who have been to Kinmen are willing to revisit again Or recommend the idea of traveling to Kinmen, which is the focus of this research.
The results of this study found that tourists had 4,133 positive comments on these 15 popular attractions, accounting for 83.04% of the total number of reviews, and only 65 negative comments, accounting for 0.01% of the total number of reviews. It can be seen that tourists have 15 views of Shishan Pao. Tourist attractions have relatively positive reviews. Jiangong Island received the highest positive evaluation, followed by Zhaishan Tunnel, followed by Jiugong Tunnel, and the highest negative evaluation was Jincheng Civil Defense Tunnel, followed by Mingyi Old Street, and then Shishan Cannon Position.

並列關鍵字

traditional settlement ； battlefield scenery ； social media ； word cloud ； marketing ； tourism marketing

參考文獻

一、中文部分

1.《金門縣志》上冊〈卷一大事志〉，金門縣文獻委員會，1979，p.29。

2.中央研究院，《漢籍墊子文獻》《海上見聞錄》〈卷一，辛丑〉，頁29。

3.袁興言(2014)。金門軍事空間資源普查，價值評估與活化利用計畫，文化部文化資產局出版。

4.王建楚(2019)。以旅客觀點看金門意象－以金門戰地史蹟探討。南華大學管理學院旅遊管理學系旅遊管理碩士班碩士論文。