| 摘要: | 本研究旨在透過網路評論文章了解遊客對澎湖及沖繩的想法與感受。運用內容分析法做質化的探討，再運用中文斷詞技術整理關鍵詞進行頻率分析、共詞分析、因素分析做量化統計，從遊客觀點探究兩地目的地意象與體驗價值的差異，提供政府機關開發管理觀光市場的方向。 研究結果發現：(一) 目的地意象：澎湖在自然生態、人文景觀的意象特徵較為明顯；沖繩除了具有豐富的自然與人文景觀，在觀光設施、飲食與購物的意象特徵較澎湖更為明顯。(二) 體驗價值：從部落客文章分享的感受可發現，兩地遊客體驗當地美食、水上活動、感受當地氣氛及購買當地紀念品皆持有正向感受。(三) 綜合比較發現：兩地皆具有豐富的自然與人文聚落資源，澎湖保有的自然景觀、人文聚落與純樸氛圍對遊客極具吸引力，而沖繩完善的觀光設施、多樣性的飲食及伴手禮則吸引遊客一再探訪。 根據上述研究結果，建議政府機構未來在開發管理澎湖觀光資源時，可吸取沖繩觀光發展的優點，同時加強維護澎湖自然生態資源，達到生態與經濟的雙贏。
The purpose of the research was to investigate how tourists think and feel about Penghu and Okinawa based on the articles searched online, including Facebook, Instagram, Youtube, blog, and so on. From the perspective of visitors, the differences in the image of tourism destination and the experiential value were investigated. It was expected to provide the guidelines for the government to develop and manage the tourism market. The data analyses were qualitative content analysis, Chinese word segmentation technology to organize keywords for frequency analysis, co-word analysis, correlation analysis, and factor analysis. The major findings were summarized below: 1. The destination image related to two places: It was obvious that the destination image related to Penghu involved natural ecosystem and cultural attractions. However, in addition to the destination image regarding Penghu, it was more obvious that the destination image of Okinawa was sightseeing facilities, food, and shopping.2. Experiential value: The articles posted by bloggers showed that tourists had positive feelings towards local food, water sports, local atmosphere and the unique souvenirs provided by two places. 3. Comprehensive comparison: The findings showed that there was a great abundance of natural resources and human settlement in both places. The natural landscape, human settlements and rustic atmosphere of Penghu are extremely attractive to Tourists. However, Okinawa, widely equipped with sightseeing facilities, various food, and souvenirs, attracted tourists to visit the place again. Based on the findings above, the study recommended that the government could take reference from the stregths of Okinawa's tourism development when making policies to develop and manage the tourism resources of Penghu in the future. Besides, offering sustainable protection to ecological resources is important to achieve a win-win situation for both ecology and economy. |
