Exploring Taiwan Destination Image from Social Networks — A Comparison of Users in the United State and Mainland China

• Main Authors: CHANG, CHUN-HAO, 張均豪
• Other Authors: Ting, Ping-Ho
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/yv7gkf

碩士 === 國立暨南國際大學 === 觀光休閒與餐旅管理學系 === 105 === This paper takes the social network texts as the research object, analyzes the travel blogs of the Chinese and American tourists after traveling in Taiwan, and uses the content analysis method to deconstruct the text content as seven image dimensions which are "Food, Accommodation, Transportation, Sightseeing, Shopping, Entertainment and People”, refining the discernment of the characteristics and cultural differences, and with the official survey data comparison. This study proved that the most important Destination Images to Taiwan in China and the United States travelers are "delicious food", "friendly people" and "beautiful sightseeing". And confirmed that mainland Chinese tourists prefer "Food", "Shopping", "Accommodation", and American tourists prefer "Natural scenery", "Entertainment". This study Combined with the content analysis method of qualitative research and computer software to help complete the sampling of the network text about 1.94 million words, summed up the commonly used words and keywords finishing. And obtained five other studies found that worthy of follow-up study reference: 1. Night market combined with “Food”, “Sightseeing”, “Entertainment”, “Sopping” and “People” five composite features. 2. B&B (bed and breakfast) with high satisfaction are not only hardware factors, the characteristic of the owners is more important, and even some travelers to specify the reasons for accommodation. 3. Taxi is not just about the provision of transport, the characteristics of the driver occupies an important factor. 4. The Destination Image "People" occupies an important factor. 5. Mainland China and the United States tourists on the tourism preferences of the specific differences and content.