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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃麗君(Li-Chun Huang) | |
| dc.contributor.author | Yee-Chin Yong | en |
| dc.contributor.author | 楊怡真 | zh_TW |
| dc.date.accessioned | 2022-11-25T03:07:02Z | - |
| dc.date.available | 2026-09-04 | |
| dc.date.copyright | 2021-11-12 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-09-04 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/81939 | - |
| dc.description.abstract | "社群媒體雖已被生態旅遊產業應用作爲線下使用者即時互動的最佳媒介，但因營運成效不一，難以有效說服該產業經營者致力於社群媒體的經營。然而，因應COVID-19全球性流行病的發生及防止該疫情蔓延，各國政府實施限制人民移動的政策，因此使用者有更多的時間投注在網路的瀏覽上。爲了讓生態旅游產業經營者更有效地掌握使用者們在社群媒體的動向，故本研究的目的為：1) 建立生態旅遊臉書貼文内容的模板，以及2) 分析貼文内容以及媒體格式對使用者社群媒體參與行爲之影響。本研究使用Fanpage Karma軟體獲得了1,047則馬來西亞生態旅遊的臉書貼文，使用單因子獨立變異數分析以及Games-Howell事後比較方法進行顯著性差異分析。研究結果發現，使用者的社群媒體參與行爲在COVID-19發生之後會產生改變，“資訊”類型的貼文内容在留言數量，以及“互動”類型的貼文内容在表情符號數量，明顯高於“服務”與“公告” 類型的貼文内容。這項研究提供了不同類型的貼文内容觸及的社群媒體參與行爲，以及使用者社群媒體參與行爲會因COVID-19的發生而產生改變，從而為生態旅游產業在社群媒體營運及危機管理上提出貢獻。" | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-25T03:07:02Z (GMT). No. of bitstreams: 1 U0001-0309202114115800.pdf: 822823 bytes, checksum: 086344d703a16b14e525715a4a3f7157 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | Contents 謝誌 i 摘要 ii Abstract iii List of Tables vi 1. Introduction 1 2. Literature review 4 2.1 The promotion of eco-tourism strategy in Malaysia 4 2.2 The current situation and engagement of social media 10 2.3 COVID-19 and social media response 17 3. Methodology 23 3.1 Data collection 23 3.2 Developing a taxonomy of eco-tourisms’ Facebook posts 26 3.3 Analyze the impact of post content on social media engagement 30 4. Result and Discussion 32 4.1 Post content and analysis results 32 4.2 Data descriptive statistics 39 4.2.1 The descriptive statistics results in the full year of 2019 39 4.2.2 The descriptive statistics results of comparison before and after COVID-19 40 4.3 Analysis of variance of the post content and media format 45 4.3.1 Conversation the result of post content and media format 48 5. Conclusions 58 References 61 | |
| dc.language.iso | en | |
| dc.subject | 社群媒體 | zh_TW |
| dc.subject | 旅遊 | zh_TW |
| dc.subject | 生態旅遊 | zh_TW |
| dc.subject | 馬來西亞 | zh_TW |
| dc.subject | 參與度 | zh_TW |
| dc.subject | Malaysia | en |
| dc.subject | Engagement | en |
| dc.subject | Eco-tourism | en |
| dc.subject | Social media | en |
| dc.subject | Tourism | en |
| dc.title | COVID-19 疫情對使用者社群媒體參與度之影響: 以馬來西亞生態旅遊業為例 | zh_TW |
| dc.title | An Analysis of the Impact of COVID-19 on Users’ Social Media Engagement Behaviors---in the Case of Malaysian Eco-Tourism Industry | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 郭蕙如(Hsin-Tsai Liu),黃慶鴻(Chih-Yang Tseng) | |
| dc.subject.keyword | 生態旅遊,社群媒體,旅遊,馬來西亞,參與度, | zh_TW |
| dc.subject.keyword | Engagement,Eco-tourism,Social media,Tourism,Malaysia, | en |
| dc.relation.page | 67 | |
| dc.identifier.doi | 10.6342/NTU202102975 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-09-06 | |
| dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
| dc.contributor.author-dept | 生物產業傳播暨發展學研究所 | zh_TW |
| dc.date.embargo-lift | 2026-09-06 | - |
| 顯示於系所單位： | 生物產業傳播暨發展學系 | |
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