Content Analysis of Electronic Word of Mouth on Web: Mainland China to Taiwan as Case Study

[[abstract]]開放中國大陸遊客到台灣的兩岸包機觀光後，大陸遊客到台人數急劇上升。根據觀光局統計，從2008年至2011年遊客由19萬成長至2百萬人次。中國大陸地區已經成為台灣發展觀光旅遊產業的主要來源國，政府單位應該更加瞭解中國遊客對於台灣的各種評價，透過正確的行銷策略創造及滿足遊客到旅遊目的意向，提升整體的旅遊品質。為了能夠更深入瞭解消費者的評價，本研究採取內容分析法來分析網路上的電子口碑。研究資料來源為中國最重要的旅遊網站 Ctrip.com，收集2009年至2011年期間共計375篇部落格文章。透過質性的分析程序將旅遊目的地形象分成七個子構面進行探討，為景點、購物、美食、住宿、交通、民俗節慶和遊憩活動。本研究提出實務的管理意涵，了解中國大陸遊客對台灣旅遊目的地七大構面的正面和負面形象，提供旅遊業者制定相應的行銷策略和建議。 Mainland China tourists increased of tourists traveling to Taiwan after the allowed direct charter flights from mainland tourists to Taiwan. According to Tourism Bureau statistics, there are 0.19 to 2 million tourists from 2008 to 2011. Mainland China has become the Taiwan development of tourism industry in the main countries of origin, Government should know more Chinese tourists to Taiwan a variety of evaluation, through proper marketing strategies to create and meet the visitor to tourist destination, enhancing the overall quality of tourism. In order to understand consumer evaluation, this study content analysis is used to analyze electronic word of mouth on Web. This study collects 375 blog articles of Chinese tourists on Ctrip.com as database for 2009 to 2011. The destination image through the qualitative data analysis is divided into seven dimensions: attractions, shopping, food and beverages, accommodations, transportation, festivals and recreation. Finally, this study proposes some practical managerial implications to understand Chinese mainland tourists to Taiwan travel destinations on both positive and negative images of the seven dimensions. The appropriate marketing strategies are also suggested for tourism operators