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    题名: 以文字符碼探討部落客對鹿港之旅遊意象與體驗價值
    其它题名: Using Word Codes to Explore the Tourism Image and Experience Value of Lugang Bloggers
    作者: 何嬿婷
    HO, YEN-TING
    貢獻者: 企業管理學系管理科學碩博士班
    陳淼勝;丁誌魰
    CHEN, MIAO-SHENG;TING, CHIH-WEN
    关键词: 旅遊意象;文字探勘;共詞分析;多元尺度分析
    Tourism Image;Text Mining;Co-word Analysis;Multidimensional Scaling Analysis
    日期: 2020
    上传时间: 2022-05-17 14:38:40 (UTC+8)
    摘要: 　　本研究旨在透過網路分析部落格文章內容，來瞭解遊客對鹿港旅遊目地的意象及旅遊體驗與感受。利用內容分析法做質化的探討，再利用卡方分析、相關分析、共詞分析做量化統計，來探討旅遊目的地意象元素與體驗價值之關聯性，並驗證共詞之關聯性。　　研究結果發現前往鹿港遊客大致以(1)老街、(2)天后宮、(3)桂花巷藝術村以及(4)龍山寺為主要旅遊目的地。但其中龍山寺與老街之間彼此間缺乏正向關聯性。部落客對於鹿港旅遊意象大致以鹿港由許多歷史古蹟、傳統美食、特色美味小吃、是國人宗教信仰所在地、許多古色古香有藝術的建築、熱鬧的人潮、古早味的老店、且是古樸寧靜的城鎮。　　由此旅遊意象延伸旅客內心情感、信息與心理體驗價值，鹿港確實是一個充滿藝術懷舊小鎮的小鎮，擁有許多具有特色建築的古蹟廟宇，吸引遊客盡情在此地遊玩，特色產品則為麵線糊最具代表性。鹿港一直是香火鼎盛，遊客絡繹不絕，假若過度消耗與開發，造成資源物資的損耗，將是國人的一大損失，建議當局應該適度保護鹿港名勝古蹟，往永續觀光與地方創生的方向發展，方能保持鹿港歷久不衰觀光勝地。
    　　The purpose of this study was to gain an insight into tourists' Lugang travel destination images as well as their travel experiences and feelings. Qualitative discussions were conducted using content analysis; quantitative statistics were performed using Chi-square analysis, correlation analysis, and co-word analysis. They were used to explore the correlation between the travel destination image element and experiential value and verify the correlation of co-words.　　The research results show that (1) The Old Street; (2) Lugang Mazu Temple; (3) Osmanthus Lane Village; and (4) Lungshan Temple are the main travel purposes of tourists who visit Lugang. However, Lungshan Temple and the Old Street lack a positive correlation. Bloggers' Lugang travel images mainly include historical sites, traditional cuisine, delicious specialty snacks, the location of the religious beliefs of the people, many vintage and artistic buildings, lively crowds, ancient-style old stores, and simple and serene towns.　　The travel images are extended to tourists' internal emotions, information, and psychological experiential value. Lugang is indeed a town full of artistic and nostalgic feelings. It has many buildings with special features that attract tourists to have great fun there. Among specialty products, noodle paste has the greatest representativeness. Lugang's historical sites have long been at the height of power and splendors, with endless streams of tourists. Nevertheless, it will be a great loss for the people if resources and materials are depleted due to excessive consumption and development. It is recommended that the authorities should protect Lugang's scenic spots and historical sites. It is only by moving towards the direction of sustainable tourism and local creation can Lugang's enduring tourist attractions be preserved.
    显示于类别:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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