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Title: | 台北市旅遊目的地策略分析-以TripAdvisor網路旅遊平台數據為例 The Travel Destination strategy Analysis Of Taipei City – From TripAdvisor |
Authors: | Su-Yu Chen 陳思宇 |
Advisor: | 陳顯武 |
Keyword: | 台北市,台北市政府觀光傳播局,旅遊目的地,旅遊目的地意象,網路旅遊平台,旅遊決策, Taipei City,Department Of Information And Tourism,Destinations,Destination image,online travel platform,Travel decision, |
Publication Year : | 2019 |
Degree: | 碩士 |
Abstract: | 觀光旅遊對於世界各國來說不僅逐步在全球及個別的國內生產總值(GDP)上比例逐漸增加外,更直接地帶動全球經濟活動下所產生的工作機會,此外更重要的是整體國家與城市行銷非常重要的一環,藉由觀光旅遊促使的循環,讓世界各角落能透過科技及網路化的發展,透過旅遊的體驗,傳遞當地文化及歷史的價值。
在旅遊決策時期,全球性化下的網路時代,讓線上預訂成為可能,且逐年提高人們在預定時透過在桌上型及行動裝置預定的機率,也因此更能透過這樣的週期,了解國際性旅遊人口的行為與動機,讓研究不在是傳統定點,定量的田野調查,進一步地,藉由旅遊轉介平台背後大量的搜尋與轉介預定人口之大數據,分析出影響世界人口旅遊的趨勢。 本研究透過每年例行性台北市政府觀光傳播局官方之旅客調查並且加入旅遊轉介平台TripAdvisor的使用者相輔相佐,並利用作者本身曾任台北市觀光傳播局長參與觀察法及文獻分析法嘗試解讀數據,針對台北市為旅遊目的地(Destination )探討旅遊者心中的目的地意象(Destination Image),並透過數據看台北市作為旅遊目的地的潛在競爭者,以及在外國觀光客將台北市作為旅遊首站時的競爭對象以及透過平台使用者對台北市景點的瀏覽試圖描繪出台北市的旅遊目的地意象。 希冀樣本數涵蓋全球的旅遊數據,能提供學界及實務界未來在對於以台北市作為旅遊目的地的推廣時,更能做出與競爭對手之差異性,並透過本研究所提出之台北市旅遊目的地意象,能有更擴散性地強調,創造台北市作為旅遊首站的機會與價值,以官方的經驗與新型態旅遊產業的結合,提供政府於觀光政策擬定時,能有準確的目標行銷與投放,也能與實際的到訪及有意來訪的遊客有更多共識,而創造觀光旅遊的助力係指政府與觀光業者能有一致性的方向前進,並創造發展出多贏的局面,包含政府政策方向正確,促進民間產業發展,以及提升遊客的再訪意願。 In the process of tourism decision-making, the globally universal Internet has made online booking possible. The internet has increased the chances of people booking through desktop and mobile devices; therefore, it is possible to understand the behavior and motivation behind the international tourist through online booking. The studies for this purpose are not a traditional single-site and quantitative field survey anymore. Instead, the large amount of searches and tourists data behind the tourism referral platforms are applicable to analyze the trend of the world population tourism. This study is conducted through the annual routine survey of Taipei City Government which is assigned to department of Tourism official passenger survey and joins the travel referral platform Tripadvisor, and by the Arthur herself as the commissioner of Taipei City Tourism to participate in observation and literature analysis. Also the study tries to interpret the data and explore the destination image of the Taipei City , search out the potential competitors of Taipei City. Hoping the sample number which covers the global tourism data can provide academic and practical circles to make a difference with competitors in the future when promoting Taipei City as a tourist first and the only destination; the destination image in this study can be more diffusely emphasized to create the opportunity and value of Taipei City as the first stop of tourism; with the combination of the official experience and the new-type tourism industry can provide accurate targets of the tourism policy for the government; also getting more consensus with the actual visitors who visit and who intend to visit; creating the help of sightseeing tours means that the government and the tourism industry can move in a consistent direction and create a win-win situation. The situation is including the correct direction of government policies, promoting the development of private industries, and enhancing the willingness of visitors to revisit. |
URI: | http://tdr.lib.ntu.edu.tw/handle/123456789/609 |
DOI: | 10.6342/NTU201903939 |
Fulltext Rights: | 同意授權(全球公開) |
Appears in Collections: | 國家發展研究所 |
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File | Size | Format | |
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ntu-108-1.pdf | 3.07 MB | Adobe PDF | View/Open |
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