旅遊部落格之目的地行銷意涵－以淡水為例

The Implications of Travel Blogs for Destination Marketing: An Example of Tanshui

10.6267/JTLS.2008.14(2)2

陳貞吟(Chen-Yin Chen)；盧庭韻(Ting-Yun Lu)

電子口碑 ； 部落格 ； 網路民族誌 ； 語義網絡分析 ； 內容分析 ； electronic word-of-mouth ； blog ； netnography ； semantic network analysis ； content analysis

觀光休閒學報

14卷2期（2008 / 08 / 01）

135 - 159

繁體中文

旅遊部落格是一種個人旅遊經驗的呈現，能探究遊客內心的經驗與感受，進而瞭解旅遊地的優劣勢。本文利用語義網絡分析與內容分析法解析98篇敘述淡水旅遊經驗的部落格文章。結果驗證了部落格能呈現出真實且豐富的個人旅遊經驗，也點出淡水在遊客心目中體驗深刻的人事物及其優缺點。對旅遊地行銷人而言，部落格在評價服務品質以及實際管理成效上頗具成本效益，因此本研究最後將針對分析結果，提出實務建議供政府單位與業者參考。

Travel blogs can reveal individual travel experiences, and interpret one's inner feelings about a destination. One can then analyze the strengths and weaknesses of this destination. In this study, 98 travel blogs on Tanshui were analyzed by semantic network analysis and content analysis. The result revealed that travel blogs can reflect a rich and authentic individual travel experience. It also pointed out deep impressions of things related to Tanshui, both positive and negative. The travel blog is a cost-effective method for destination marketers who may assess their service quality and will help to improve a traveler's overall experience. Finally, the result of this study serves as a useful guideline for government and the tourism industry.

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