臺中市綠川再生之研究：以網路使用者都市意象建構為例

Regeneration for Green Waterway in Taichung: The Case Study of City Image Construction of Internet Users

近年來，人們藉由打卡取景或網路景點傳播，蔚為風氣，已成為國際間行銷觀光地的重要方式。人們常從電視或網路媒體得知新的景點或發現朝聖的地景，如此自願性地理資訊提供者藉著網路打卡，可以創造新景點或成為景點傳播者。筆者希望藉由本文，紀錄網際網路中的數位文本，瞭解網路世代如何透過電子文本進行地方意象的建構。本文擬觀察臺中市中區綠川周邊區域再生發展之脈絡，理解政府與民間團體區域再生政策的規劃與實踐，藉由社群資訊網絡和傳統媒體耙梳綠川地方意象之建構。本文嘗試運用網路探勘（Web Mining）取得的網路資料進行資料分析，得到網路社群熱門程度的地標及周邊地景，以Google Map為主要資料收集平臺，利用程式對電子文本，做關鍵字計算，了解大數據所呈現的網路使用者意象。研究發現：一、從臺中市中區綠川再生的歷程，政府與民間團體以歷史作為政策之基礎，強調文化再生及資產保存的重要性。二、傳統媒體分析得知2014及2015年，新聞報導的主題較為分散，2016年後主要集中在綠川景觀、整治工程及舊城再生的議題上，而2018年報導數達到高峰，以綠川整治與水利相關內容為主。三、網路使用者的地標評分數量，以宮原眼科最多，其次依序為第四信用合作社、東協廣場、日曜天地、臺中火車站、綠川水岸景觀步道等。進一步分析文字評論比高於該平均百分比之地標，第一與第二的宮原眼科與第四信用合作社都有很高的熱門程度，使用者感受也屬於正面，並且同樣在食物、服務品質及建築歷史等部分受到使用者關注，第三的綠川水岸廊道，網路使用者對該地標的轉變有非常正面的回應，尤其在景觀與遊憩方面的意象。

Due to the check-ins behavior or community sharing software blooming recently, it becomes the hot way to spread electronic World of Mouth. We can know the new spot and landmark for visiting on TV or social communities or can create new by being the volunteers for supply of geographic information. This study intended to understand the construction of city by electronic texts on website generations. It explores the building revitalization and urban regeneration around the area of Green Waterway and understands the relationship between government and the third department. As a young research, it also attempts to clear the tourist-image and intention for Green Waterway. Data were collected by web mining to inquire the big data and were analyzed through the Google map including itinerary, tourist image and, E-World of Mouth for check-ins. The results show that, firstly, based on the historical background for revitalization and regeneration, it emphases on the culture heritage preservation. Secondly, the topics of the traditional mass communication differed between them of the year of 2016 and before of the year, the former focusing more on the issues of landscape, river improvement projects and urban regeneration. Finally, the network volume for World of Mouth, were Miyahara Ice shop, Fourth Credit Union, Aseaw Square, Sunshine Plaza Outlet, Taichung Station and, Shin Sei Green Waterway respectively. Furthermore, Miyahara Ice shop and Fourth Credit Union hit the highest positive discussion, and it has a highly opinion of website users on food, quality of service and architecture history. In particular, the website users for Shin Sei Green Waterway valuate favorable comment on the imagination of relaxation and landscape.