题名

運用內容分析技術探討目的地印象形成因素：以五個亞洲城市為例

并列篇名

Applying Content Analysis to Discuss the Destination Image Formation from Traveler-Generated Content: The Case of Five Cities in Asia

DOI

10.6130/JORS.202309_36(3).0001

作者

蔡秉恒(Ping-Heng Tsai)；李沿儒(Yan-Ru Li)；林耀欽(Yao-Chin Lin)；蕭家稘(Chia Chi Hsiao )

关键词

遊客生成評論 ； 目的地印象形成 ； 對應分析 ； 文字探勘 ； 關聯分析 ； Traveler-generated content ； Destination image formation ； Correspondence analysis ； Text mining ； Association analysis

期刊名称

戶外遊憩研究

卷期/出版年月

36卷3期（2023 / 09 / 01）

页次

1 - 35

内容语文

繁體中文;英文
中文摘要

遊客生成評論在許多研究中已經獲得證實有助於實務與研究工作了解目的地印象形成過程，不僅在評論中可以獲得遊客在目的地中體驗旅遊活動後分享自己對認知與情感的見解，也可以將活動內容讓其他遊客在行程的安排與選擇中獲得建議。本研究從TripAdvisor擷取23,019篇遊客生成評論，藉此了解遊客到香港、新加坡、東京、首爾與臺北等五個目的地城市旅遊時所生成的目的地印象與情緒對於目的地的影響。本研究藉由整合內容分析與文字探勘的分析方法，將遊客評論在過去文獻的基礎下歸納到認知、情感與意動等三個印象類別，最後分別利用知覺圖與關聯圖的方式用來說明遊客於不同目的地城市產生的印象差異。最終，我們獲得兩個主要的發現，首先，從對應分析中，發現在五個城市展現出遊客對於目的地城市印象的落差，其次，從情緒的角度了解遊客將到目的地的情感建構在遊客對於目的地的認知與體驗相關的意動上，而且遊客會在評論中採用否定句搭配負向情感的詞彙進而形成對於目的地體驗過程中的一種激勵因素，有助於遊客對於目的地印象的建構。
英文摘要

Several studies have confirmed that traveler-generated content (TGC) helps practitioners and researchers to understand destination image formation. TGC not only enables travelers to share their cognitive and affective opinions but also influences other travelers' destination selection through their conative images. This study collected 23,019 reviews on TripAdvisor to investigate the destination image formation related to five different cities, including Hong Kong, Singapore, Tokyo, Seoul, and Taipei. Based on the results of previous studies, we used content analysis and text mining to determine the cognitive, affective, and conative images. Consequently, the results illustrated the image differences among the cities projected onto the perceptual and association maps. Finally, we obtained two significant findings. Based on the perceptual map, travelers showed different image formations for the five Asian cities. Further, travelers projected their affective images based on the cognition and experiences related to their conative images. Travelers noted that the negative sentences with a negative image became a stimulus factor in encouraging them to participate in the experiences, which helped destination image formation.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
参考文献
  1. Global Destination Cities Index. (2021, June 22). In Mastercard. https://newsroom.mastercard.com/wp-content/uploads/2016/09/FINAL-Global-Destination-Cities-IndexReport.pdf
  2. (2013).Tourism social media: Transformations in identity, community, and culture.Emerald Group Publishing Limited.
  3. Akiko, A.(2003).An information-theoretic perspective of tf–idf measures.Information Processing and Management,39(1),45-65.
  4. Baloglu, S.(1996).Virginia Polytechnic Institute and State University.
  5. Baloglu, S.,Brinberg, D.(1997).Affective images of tourism destinations.Journal of Travel Research,35(4),11-15.
  6. Baloglu, S.,McCleary, K. W.(1999).A model of destination image formation.Annals of Tourism Research,26(4),868-897.
  7. Banyai, M.,Glover, T. D.(2012).Evaluating research methods on travel blogs.Journal of Travel Research,51(3),267-277.
  8. Beerli, A.,Martı́n, J. D.(2004).Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis—A case study of Lanzarote, Spain.Tourism Management,25(5),623-636.
  9. Blondel, V. D.,Guillaume, J. L.,Lambiotte, R.,Lefebvre, E.(2008).Fast unfolding of communities in large networks.Journal of Statistical Mechanics: Theory and Experiment,2008(10),P10008.
  10. Bramwell, B.(1998).User satisfaction and product development in urban tourism.Tourism Management,19(1),35-47.
  11. Cai, L. A.,Wu, B.,Bai, B.(2004).Destination image and loyalty.Tourism Review International,7(3–4),153-162.
  12. Chase, D. R.,Harada, M.(1984).Response error in self-reported recreation participation.Journal of Leisure Research,16(4),322-329.
  13. Chen, J. S.,Uysal, M.(2002).Market positioning analysis: A hybrid approach.Annals of Tourism Research,29(4),987-1003.
  14. Chen, P. J.,Kerstetter, D. L.(1999).International students’ image of rural Pennsylvania as a travel destination.Journal of Travel Research,37(3),256-266.
  15. Chew, E. Y. T.,Jahari, S. A.(2014).Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan.Tourism Management,40,382-393.
  16. Choi, S.,Lehto, X. Y.,Morrison, A. M.(2007).Destination image representation on the web: Content analysis of Macau travel related websites.Tourism Management,28(1),118-129.
  17. Coshall, J. T.(2000).Measurement of tourists’ images: The repertory grid approach.Journal of Travel Research,39(1),85-89.
  18. Crick, A. P.(2003).Internal marketing of attitudes in Caribbean tourism.International Journal of Contemporary Hospitality Management,15(3),161-165.
  19. Crotts, J.(1999).Consumer decision making and prepurchase information search.Consumer Behavior in Travel and Tourism,11(3),149-168.
  20. del Bosque, I. R.,San Martín, H.(2008).Tourist satisfaction a cognitive-affective model.Annals of Tourism Research,35(2),551-573.
  21. do Valle, P. O.,Mendes, J.,Guerreiro, M.(2012).Residents’ participation in events, events image, and destination image: A correspondence analysis.Journal of Travel & Tourism Marketing,29(7),647-664.
  22. Echtner, C. M.,Ritchie, J. B.(1993).The measurement of destination image: An empirical assessment.Journal of Travel Research,31(4),3-13.
  23. Echtner, C. M.,Ritchie, J. B.(1991).The meaning and measurement of destination image.Journal of Tourism Studies,2(2),2-12.
  24. Fakeye, P. C.,Crompton, J. L.(1991).Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley.Journal of Travel Research,30(2),10-16.
  25. Fotis, J.,Buhalis, D.,Rossides, N.(2012).Social media use and impact during the holiday travel planning process.Information and Communication Technologies in Tourism,6(4),13-24.
  26. Foxall, G. R.,Goldsmith, R. E.,Brown, S.(1998).Consumer psychology for marketing.Cengage Learning EMEA.
  27. Gartner, W. C.(1994).Image formation process.Journal of Travel & Tourism Marketing,2(2-3),191-216.
  28. Gupta, V.,Lehal, G. S.(2009).A survey of text mining techniques and applications.Journal of Emerging Technologies in Web Intelligence,1(1),60-76.
  29. Han, H.,Hwang, J.(2018).Investigating healthcare hotel travelers’ overall image formation: Impact of cognition, affect, and conation.Tourism and Hospitality Research,18(3),346-356.
  30. Hao, X.,Xu, S.,Zhang, X.(2019).Barrage participation and feedback in travel reality shows: The effects of media on destination image among Generation Y.Journal of Destination Marketing & Management,12,27-36.
  31. Hsu, C. H.,Song, H.(2012).Projected images of major Chinese outbound destinations.Asia Pacific Journal of Tourism Research,17(5),577-593.
  32. Hunter, W. C.(2012).Projected destination image: A visual analysis of Seoul.Tourism Geographies,14(3),419-443.
  33. Jia, S.(2018).Behind the ratings: Text mining of restaurant customers’ online reviews.International Journal of Market Research,60(6),561-572.
  34. Kayar, Ç. H.,Kozak, N.(2010).Measuring destination competitiveness: an application of the travel and tourism competitiveness index (2007).Journal of Hospitality Marketing & Management,19(3),203-216.
  35. Kim, H.,Richardson, S. L.(2003).Motion picture impacts on destination images.Annals of Tourism Research,30(1),216-237.
  36. Kim, S. S.,Morrison, A. M.(2005).Change of images of South Korea among foreign tourists after the 2002 FIFA World.Tourism Management,26(2),233-247.
  37. Kladou, S.,Mavragani, E.(2015).Assessing destination image: An online marketing approach and the case of TripAdvisor.Journal of Destination Marketing & Management,4(3),187-193.
  38. Lee, C. K.,Lee, Y. K.,Lee, B.(2005).Korea’s destination image formed by the 2002 World Cup.Annals of Tourism Research,32(4),839-858.
  39. Lee, S.,Bai, B.(2016).Influence of popular culture on special interest tourists’ destination image.Tourism Management,52,161-169.
  40. Leisen, B.(2001).Image segmentation: the case of a tourism destination.Journal of Services Marketing,15(1),49-66.
  41. Leung, D.,Law, R.,Lee, H. A.(2011).The perceived destination image of Hong Kong on Ctrip.com.International Journal of Tourism Research,13(2),124-140.
  42. Li, M. H.(2019).Exploring short video application users’ visit intention: Applying the stimulus-organism-response model.Asian Social Science,15(12),8-19.
  43. Li, Y. R.,Lin, Y. C.,Tsai, P. H.,Wang, Y. Y.(2015).Traveller-generated contents for destination image formation: Mainland China travellers to Taiwan as a case study.Journal of Travel & Tourism Marketing,32(5),518-533.
  44. Li, Y.,Xu, X.,Song, B.,He, H.(2020).Impact of short food videos on the tourist destination image—Take Chengdu as an example.Sustainability,12(17),6739.
  45. Litvin, S. W.,Goldsmith, R. E.,Pan, B.(2008).Electronic word-of-mouth in hospitality and tourism management.Tourism Management,29(3),458-468.
  46. MacKay, K. J.,Fesenmaier, D. R.(1997).Pictorial element of destination in image formation.Annals of Tourism Research,24(3),537-565.
  47. Magnini, V. P.,Crotts, J. C.,Zehrer, A.(2011).Understanding customer delight: An application of travel blog analysis.Journal of Travel Research,50(5),535-545.
  48. Mak, A. H.(2017).Online destination image: Comparing national tourism organisation’s and tourists’ perspectives.Tourism Management,60,280-297.
  49. Marine-Roig, E.(2019).Destination image analytics through traveller-generated content.Sustainability,11(12),3392.
  50. Meng, F.,Tepanon, Y.,Uysal, M.(2008).Measuring tourist satisfaction by attribute and motivation: The case of a nature-based resort.Journal of Vacation Marketing,14(1),41-56.
  51. Morgan, N. J.,Pritchard, A.,Piggott, R.(2003).Destination branding and the role of the stakeholders: The case of New Zealand.Journal of Vacation Marketing,9(3),285-299.
  52. Narangajavana Kaosiri, Y.,Callarisa Fiol, L. J.,Moliner Tena, M. Á.,Rodríguez Artola, R. M.,Sánchez García, J.(2019).User-generated content sources in social media: A new approach to explore tourist satisfaction.Journal of Travel Research,58(2),253-265.
  53. Niwattanakul, S.,Singthongchai, J.,Naenudorn, E.,Wanapu, S.(2013).Using of Jaccard coefficient for keywords similarity.Proceedings of the International Multiconference of Engineers and Computer Scientists,1(6),380-384.
  54. O’connor, P.(2008).User-generated content and travel: A case study on Tripadvisor.com.Information and Communication Technologies in Tourism
  55. O’leary, S.,Deegan, J.(2003).People, pace, place: Qualitative and quantitative images of Ireland as a tourism destination in France.Journal of Vacation Marketing,9(3),213-226.
  56. Pan, B.,MacLaurin, T.,Crotts, J. C.(2007).Travel blogs and the implications for destination marketing.Journal of Travel Research,46(1),35-45.
  57. Pan, S.,Tao, J.,Li, Y.(2011).The CASIA audio emotion recognition method for audio/visual emotion challenge 2011.International Conference on Affective Computing and Intelligent Interaction,Berlin, Heidelberg:
  58. Panagiotakos, D. B.,Pitsavos, C.(2004).Interpretation of epidemiological data using multiple correspondence analysis and log-linear models.Journal of Data Science,2(1),75-86.
  59. Parrott, W. G.(Ed.)(2001).Emotions in social psychology: Essential readings.psychology press.
  60. Peterson, R. A.,Kern, R. M.(1996).Changing highbrow taste: From snob to omnivore.American Sociological Review,900-907.
  61. Pike, S.(2002).Destination image analysis—A review of 142 papers from 1973 to 2000.Tourism Management,23(5),541-549.
  62. Pike, S.,Ryan, C.(2004).Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions.Journal of Travel Research,42(4),333-342.
  63. Ray, A.,Bala, P. K.(2021).User generated content for exploring factors affecting intention to use travel and food delivery services.International Journal of Hospitality Management,92,102730.
  64. Ross, G. F.(1993).Destination evaluation and vacation preferences.Annals of Tourism Research,20(3),477-489.
  65. Rubalcaba-Bermejo, L.,Cuadrado-Roura, J. R.(1995).Urban hierarchies and territorial competition in Europe: Exploring the role of fairs and exhibitions.Urban Studies,32(2),379-400.
  66. San Martín, H.,del Bosque, I. A. R.(2008).Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation.Tourism Management,29(2),263-277.
  67. Serna, A.,Marchiori, E.,Gerrikagoitia, J. K.,Alzua-Sorzabal, A.,Cantoni, L.(2015).An auto-coding process for testing the cognitive-affective and conative model of destination image.Information and communication technologies in tourism 2015,Cham:
  68. Sirgy, M. J.,Su, C.(2000).Destination image, self-congruity, and travel behavior: Toward an integrative model.Journal of Travel Research,38(4),340-352.
  69. Solomon, M. R.,Panda, T. K.(2004).Consumer behavior, buying, having, and being.India:Pearson Education.
  70. Stylianou-Lambert, T.(2011).Gazing from home: Cultural tourism and art museums.Annals of Tourism Research,38(2),403-421.
  71. Tapachai, N.,Waryszak, R.(2000).An examination of the role of beneficial image in tourist destination selection.Journal of Travel Research,39(1),37-44.
  72. Tasci, A. D.,Gartner, W. C.(2007).Destination image and its functional relationships.Journal of Travel Research,45(4),413-425.
  73. Um, S.,Crompton, J. L.(1990).Attitude determinants in tourism destination choice.Annals of Tourism Research,17(3),432-448.
  74. Veal, A. J.(2017).Research methods for leisure and tourism.Pearson UK.
  75. Wang, Y.,Davidson, M. C.(2010).A review of micro-analyses of tourist expenditure.Current Issues in Tourism,13(6),507-524.
  76. Xia, L.,Bechwati, N. N.(2008).Word of mouse: the role of cognitive personalization in online consumer reviews.Journal of Interactive Advertising,9(1),3-13.
  77. Xiang, Z.,Gretzel, U.(2010).Role of social media in online travel information search.Tourism Management,31(2),179-188.
  78. Yan, Q.,Zhou, S.,Wu, S.(2018).The influences of tourists’ emotions on the selection of electronic word of mouth platforms.Tourism Management,66,348-363.
  79. Ye, Q.,Law, R.,Gu, B.,Chen, W.(2011).The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings.Computers in Human Behavior,27(2),634-639.
print cancel