以文字探勘技術探討旅遊地意象的探索研究：以日本環球影城為例

旅遊地意象的研究在觀光休閒領域向為重要的研究議題，主因在於旅遊者在選擇旅遊地時，多半憑藉旅遊地意象作為其選擇旅遊地的主要依據。過往的旅遊地意象分析多以問卷取得旅遊者的看法，再以統計檢定探討旅遊地意象與滿意度、行為意圖之間的關係。本研究嘗試以文字探勘探討旅遊地意象，因可直接藉由旅遊者在從事旅遊行為後，於部落格留下的文字進行分析。本研究挑選日本環球影城為研究對象，以痞客邦部落格為文字材料來源，共蒐集223篇文章，用以探討遊樂設施、商品與場景的形容詞與名詞頻度，並以文字雲方式進行視覺化分析。分析結果顯示遊樂設施名詞頻度排序第一為哈利波特、商品名詞頻度排序第一為小小兵、場景名詞頻度排序第一為哈利波特；遊樂設施形容詞頻度排序第一為好玩、商品形容詞頻度排序第一為可愛、場景形容詞頻度排序第一為可愛。本研究成果為文字探勘分析應用於旅遊地意象的初探，由初步成果顯示，應用文字探勘分析可更直接了解旅遊者在旅遊後對於旅遊地的真實想法，也對於了解旅遊地意象有不同以往的新方式。因此，藉由文字探勘了解旅遊地意象，對於主題樂園的經營管理有其重要性，值得後續加以深入探討。

關鍵字

旅遊地意象；文字探勘；主題樂園；旅遊者；日本環球影城

並列摘要

The research of destination image is an important issue in the research field of tourism and leisure. The main reason is that when tourists consider their potential destinations, destination image is the main basis for them to make decision for choosing a destination. In the past, most researches were used questionnaire method to acquire tourist opinions, and then statistics were used to analyze the relationships between destination image, satisfaction and behavioral intention. In this research, we tried to use text mining to discuss destination image. The text materials were collected from PIXNET blog. A total of 223 articles discussed about Universal Studios Osaka were collected. We tried to discuss noun frequency of recreational facilities, souvenir and scenes of Universal Studios Osaka. In addition, the cloud analysis was also used. The results show that the first noun ranking of recreational facilities is Harry Potter, the first noun ranking of souvenir is Minions and the first noun ranking of scenes is still Harry Potter. Furthermore, the first adjective ranking of recreational facilities is fun, the first adjective ranking of souvenir is cute and the first adjective ranking of scenes is still cute. In the future, text mining will be helpful for the management of theme park.