大陆居民赴台旅游体验感知研究——基于98篇蚂蜂窝游记的文本分析

Research on Experience Perception of Mainland Residents to TAIWAN Travel—Text Analysis of 98 travel notes from Mafengwo site

以蚂蜂窝网站有关大陆居民赴台旅游的98篇游记为研究对象,主要采用网络文本内容分析方法,在分析大陆居民赴台旅游体验的群体特征和出游规律的基础上,利用ROST CM软件对收集的文本进行内容分析,通过建立分析类目,提取高频特征词,获取游客食、住、行、游、购、娱等旅游六要素在地点选择、内容偏好、体验过程、服务感知等方面的感知信息,深入分析大陆居民赴台旅游体验的特征和评价。研究结果为提升大陆居民赴台旅游体验及促进赴台旅游市场健康发展提供借鉴。

In this paper, we use 98 travel notes with ＂Taiwan tourism＂ as the theme from Mafengwo site for the samples. Extract high-frequency words, research the potential of rules and experience features of mainland residents to Taiwan travel by using the ROST CM software to analyze the content of the travel notes. Get the six elements information of tourists about ＂food, shel- ter, transportation, travel, shopping, entertainment＂ in site selection, content preferences, experience the process, service and other aspects of perception, then analyze mainland residents to travel to experience the features and evaluation. Overall, the mainland residents to Taiwan have a high rating and high satisfaction. Findings will enhance mainland residents＇ experience to Taiwan and promote the healthy development of the tourism market.