以語料庫分析社群媒體探討地方觀光吸引力──臺南市政府臉書專頁為例

Using Corpus Analysis to Explore Local Tourism Attraction: An Example of Tainan City Government’s Facebook Page

隨著網路通訊和數位工具迅速發展，消費者透過社群媒體快速發布貼文與分享旅遊新知，創造出許多地方旅遊相關資訊。本研究為了解政府部門在社群媒體所建構之觀光吸引力，以臺南市觀光旅遊局於2013年創立之「台南旅遊」臉書粉絲專頁為資料蒐集來源，自2017年1月1日至2020年3月31日期間的1,808篇篩選貼文進行語料庫分析。本研究參考目的地意象、觀光吸引力、觀光凝視等相關理論觀點，建構出十項具臺南特色的觀光吸引力類別，並檢視社群媒體的使用者回應。本研究採用的研究方法兼具質性與量化，並經三角驗證增加吸引力類別的可信度；研究結果可供政府部門、社區與在地商家發展地方觀光特色或相關議題之參考。

With the rapid development of Internet communication and digital technologies, government can create and share travel information through social media. The purpose of this study is to understand how tourism attraction is constructed by government departments on the social media and how social media users perceive these tourism attractions. The technique of text corpus was utilized to analyze the posting messages elected from Tainan City Government’s Facebook page─ traveltainan. The research results reveal that 10 types of tourism attraction were identified. In addition, the interactive responses on traveltainan were also examined in terms of“likes,”“comments,”and“shares.”The findings and suggestions are proposed for future studies and implementations about tourism policy and planning in the local area.