新冠肺炎期間之旅遊目的地意象

Tourism Destination Image During the Covid-19 Pandemic

10.6213/JLRIM.202303_16(1).0004

林濰榕(Wei-Rong Lin)；張兆廷(Chao-Ting Chang)；羅斯婷(Szu-Ting Luo)

目的地意象 ； 文字探勘 ； COVID-19 ； 網路評論 ； Destination image ； Text mining ； Covid-19 ； Online review

休閒產業管理學刊

16卷1期（2023 / 03 / 01）

67 - 86

繁體中文;英文

近十年來，Google Maps等線上評論平台在研究和實務中越來越普遍，Google Maps Reviews對旅遊目的地的相關研究卻不多，因此，本研究要針對Google Maps上的旅遊目的地的評論進行研究，了解在Google Maps評論下的遊客對於旅遊目的地會有什麼樣的目的地意象。並採用文字探勘的技術來分析訊息來探討遊客旅遊目的地意象。另外，新冠肺炎（COVID-19）的出現，衝擊了許多產業，觀光產業也是其一，旅遊目的地變得人煙稀少，旅遊目的地意象也可能因此而改變，故本研究想探討，從2021年5月疫情爆發升三級警戒後，疫情間遊客的旅遊目的地意象。本研究使用網路爬蟲，利用文字探勘的技術來分析遊客對於淡水老街、日月潭、安平古堡，三個旅遊目的地的意象。研究結果顯示，淡水老街評論最多的關鍵字意象為「老街」、「淡水」，而日月潭的意象為「日月潭」、「風景」，安平古堡的意象有「古蹟」、「歷史」。另外根據詞頻分析的結果來看，三個旅遊目的地的評論中，疫情被提到的次數是淡水老街廣場大於日月潭大於安平古堡，顯然疫情對於北部的影響是最為明顯的，研究結果也看出因為疫情關係讓遊客產生跟疫情有關的目的地意象。

In recent years, online review platforms such as Google Maps have become more and more common in research and practice. Google Maps Reviews still lack of research on tourist destination. Therefore, we study three tourist destination to understand what destination image will tourist have on google maps reviews. And use text mining to analyze tourist destination images. In addition, the emergence of new COVID-19 has impacted many industries, and the tourism industry is also one of them. Tourist destination image may change after the outbreak of the epidemic. However, we also analyze tourist destination images on Google Maps Reviews during Covid-19 pandemic. In the results. It is seen that covid-19 pandemic has caused tourists to have a destination image related to the epidemic. And the impact of the epidemic on the northern Taiwan is the most obvious.

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