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    题名: 藉由線上景點形象了解旅遊者的資訊需求與景點印象
    Knowing tourists’ information needs and destination impression through online destination image
    作者: 鄭吉廷
    Cheng, Chi-Ting
    贡献者: 林怡伶
    Lin, Yi-Ling
    鄭吉廷
    Cheng, Chi-Ting
    关键词: 資訊需求
    景點印象
    景點形象
    線上評論
    線上景點形象
    分類法
    文字探勘
    Information needs
    destination impression
    destination image
    online opinion
    online destination image
    classification
    text mining
    日期: 2019
    上传时间: 2019-09-05 15:45:32 (UTC+8)
    摘要: 對於旅遊業來說，了解旅客的行為非常的重要。資訊需求是使用者在遇到問題時，透過了解問題本身後所提出如何解決該問題的需求。由於眾多旅遊網站並沒有針對使用者提供合適的資訊，因此其內容通常很難滿足使用者的資訊需求。本研究的目的是想要發現台灣旅客的對於景點的資訊需求與其景點印象以及線上景點形象之間的關係。除了利用傳統的問卷調查方法之外，本研究還利用文字探勘技術分析線上景點評論將線上景點進行分類，並與問卷調查的結果進行比較。本研究利用正規化收尋引擎指標(NDCG)來計算使用者排序的相似度，研究結果指出 (1) 如果網站提供足夠的資訊來滿足使用者的資訊需求，可以加深使用者對於景點的印象。同時也發現使用者對相同類型的景點有相似的景點印象。 (2) 使用者在流覽整體旅遊網站時的資訊需求跟流覽特定景點的資訊需求相似 (3) 對於某些景點來說，其線上景點形象跟景點印象的相似度及線上景點形象跟使用者的資訊需求的相似度呈現相反的情形。本研究結果將能幫助政府或者是旅遊業者，藉以提供不同的資訊來滿足使用者的資訊需求，並且令使用者對於景點有更深刻的印象。
    Recognizing tourists’ behaviour is crucial in tourism. Information need reflect individual’s understanding of their information problem and the propose their need. Websites content is often hard to meet users’ information needs due to mismatched information. The purpose of this study is to discover the relationship between tourists’ information needs, destination impression and online destination image in Taiwan. Apart from the traditional questionnaire approach, this study adopts text-mining techniques to classify online opinion from Tripadvisor and compare to the results of questionnaires. This study uses normalized discounted cumulative gain (NDCG) to calculate the similarity of users’ preference ranking. The result shows that (1) If a website provides sufficient information to fulfill users’ information needs, it can increase users’ impression of the destination. Meanwhile, users have similar impression of the same type of destinations. (2) Tourists’ general information needs are similar to their information needs of a particular destination. (3) The relationships between online opinion and impression and between online opinion and information needs of a destination are opposite. The result of this study can help travel agents or the government to provide different information to satisfy tourists’’ information needs and promote the impression of a destination.
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    描述: 碩士
    國立政治大學
    資訊管理學系
    106356032
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106356032
    数据类型: thesis
    DOI: 10.6814/NCCU201901141
    显示于类别:[資訊管理學系] 學位論文

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