| 摘要: | 疫情的爆發與各種警戒的發布，還有各國對於旅遊的限制以及台灣幾乎是封鎖邊境的防疫政策，台灣的觀光旅遊業受到了前所未有的打擊。所幸之後政府推出了許多旅遊的補貼，加上疫情逐漸趨緩，人們較願意踏出家門。研究生從網路上蒐集187篇日月潭國家風景區部落格文章，用以探討在疫情期間，日月潭帶給遊客的旅遊意象與體驗價值。 本研究透過文字探勘、統整歸納，利用中文斷詞系統(Chinese Knowledge and Information Processing,簡稱CKIP)找出關鍵詞語，進行詞頻分析，加入視覺化之文字雲進行圖像分析，再進行共詞分析及多元尺度分析(Multi-dimensional Scaling ,簡稱MDS)，清楚地呈現出以日月潭國家風景區為主題的旅遊意象與體驗價值。 研究結果發現，日月潭給予遊客的旅遊體驗，先前較為知名的旅遊體驗自行車環潭步道與搭船遊湖，現今造訪的觀光客，仍然可以體驗此兩種活動，但日月潭的觀光卻早已延伸出各種不同的旅遊方式，其中旅遊體驗後印象最深刻的有三者。 1.日月潭環湖步道的新增景緻：日月潭的落羽松成了旅遊安排的重點項目。落羽松因為氣溫的轉變，會從春天新發嫩芽的淺綠，到了夏天漸漸地轉成了深綠色，秋天時節候被自然穿上了黃褐色襯衫，冬天時則搭上了紅色外套。日月潭的景緻因為落羽松的美景增添上了許多色彩。 2.文化館或觀光工廠的景點延伸：「廖鄉長文化館」、「日月老茶廠」、「HOHOCHA喝喝茶」等三間觀光工廠，因為其地理相對位置在日月潭周遭不遠處，大部分都是開車30分鐘左右的車程，連結了日月潭國家風景區，也與在地的種茶文化深根連結，讓日月潭旅遊形成貼近自然與增添知識的深度之旅。 3.SUP(Stand Up Paddle)水上活動的逐漸興起：立槳衝浪板因接觸水面的面積較大，比衝浪更平易近人、容易入手一點。雖然有許多未接觸過此類活動或年紀稍長的遊客會有所擔心，但勇敢嘗試後許多遊客的體驗回饋都是心滿意足的。 根據上述結論，日月潭的旅遊可以進行的活動頗多，然而比較可惜的是，旅遊資源並沒有與異業結合，自行車業者、SUP業者、遊船公司三大業者各行其道，如果能提供資源整合，為彼此的商品宣傳，能更有效的提升在地消費力道。另外，邵族文化不僅止於美食，其文化包含織品及舞蹈，並沒有在日月潭的觀光行程中發揮太大的影響力，甚是可惜。如可以與當地餐飲業者或活動業者合作，使用當地餐廳折抵券或活動體驗折扣券，當中遊客在詢問折抵相關問題時其實也是在介紹當地特色，應該可以為當地的消費帶來加乘效果。
The outbreak of the pandemic, the implementation of various alert levels, travel restrictions imposed by countries worldwide, and Taiwan's strict border control measures have dealt an unprecedented blow to Taiwan's tourism industry. However, fortunately, the government later introduced various travel subsidies, and as the pandemic gradually subsided, people became more willing to venture outside their homes. In a research study, a graduate student collected 187 blog articles from the internet specifically focused on the Sun Moon Lake National Scenic Area to explore the travel imagery and experiential values presented to the public during the pandemic. This study employed text mining and data aggregation techniques to analyze and summarize information. The Chinese Knowledge and Information Processing (CKIP) was used to identify key phrases and conduct frequency analysis. Visual analysis was performed through the use of word clouds to gain insights into the textual data. Additionally, co-word analysis and Multi-Dimensional Scaling (MDS) were conducted to clearly present the travel imagery and experiential values associated with the Sun Moon Lake National Scenic Area. The research findings reveal that Sun Moon Lake offers tourists various travel experiences. The well-known activities of cycling around the lake and taking a boat tour are still available for visitors today. However, tourism at Sun Moon Lake has expanded beyond these activities, offering different ways to explore the area. Three experiences stood out as the most memorable: First, the addition of scenic beauty along the Sun Moon Lake cycling trail. The Metasequoia trees have become a focal point of tourist itineraries. These trees transition from light green buds in spring to deep green in summer, donning yellow-brown outfits in autumn and red coats in winter. The beauty of the Metasequoia trees adds vibrant colors to the scenery of Sun Moon Lake. Second, extension of attractions related to cultural centers or tourism factories: The “Liao Chang Cultural Museum,” “Sun Moon Lake Old Tea Factory,” and “HOHOCHA Tea House” are three tourism factories located along the road between Sun Moon Lake and Puli. They connect the Sun Moon Lake National Scenic Area and are deeply rooted in the local tea culture, offering visitors a journey that combines natural beauty with knowledge. Third, the gradual rise of SUP (Stand Up Paddle) water activities. Stand-up paddle, with its larger surface area in contact with the water, is considered more approachable and easier to learn than traditional surfing. Although some visitors who are new to this activity or concerned about age-related may initially have reservations, many of them reported highly satisfying experiences after trying it out. These findings highlight the evolving and diverse travel experiences and values that Sun Moon Lake offers to visitors, showcasing both natural beauty and cultural connections. Based on the above conclusions, there are numerous activities that can be carried out during a trip to Sun Moon Lake. However, it is unfortunate that the tourism resources have not been integrated with other industries. Bicycle rental companies, SUP providers, boat tour companies, and other businesses operate independently. If resource integration is implemented, promoting each other's products and connecting individual shopping behaviors into a coherent system or even a network, it can effectively enhance local consumption. Furthermore, the Thao indigenous culture extends beyond just culinary experiences. It includes weaving and dance, but it has not exerted a significant influence on the tourism itinerary of Sun Moon Lake, which is regrettable. Collaborating with local restaurants or activity providers, offering discounts through local restaurant vouchers or activity experience coupons, can introduce local specialties when visitors inquire about discount-related matters. This approach should bring multiplier effects to local consumption. |
