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

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

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。

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.