[[alternative]]Exploring the Relevance of Destination Image and Experience Value with Online Reviews--Take Salar de Uyuni in Bolivia, South America as an Example

[[abstract]] 本研究旨在藉由網路評論的文章探討國際旅人對玻利維亞烏尤尼鹽湖目的地意象及體驗感受。透過蒐集部落客的文章、運用文字探勘技術作質性的探討並篩選出重要的關鍵詞，再運用詞頻分析、共詞分析作量化統計，藉以分析烏尤尼鹽湖地區旅客的目的地意象以及旅遊價值。研究結果如下：(一)玻利維亞尤尼鹽湖旅遊主要旅遊意象是追求原始自然風貌為最重要。而旅遊主要目的地是烏尤尼西南部的鹽湖高原，以天空之鏡的景象最著名。(二)透過部落客的文章可以發現，在玻利維亞尤尼鹽湖區，雖然在困難的旅遊環境中，藉著日出、日落、星空的美景，表達出自我挑戰及冒險的精神，透過美景傳達出旅遊的體驗價值，旅遊「心」體驗，回歸自然本心，打造出美好的片刻。[[abstract]] This study aimed to explore the tourist destination image and the traveling experience of those international travelers visiting Salar de Uyuni (Uyuni Salt Flats), Bolivia. Through collecting tourist blogs and the use of text mining technology, qualitative exploration was used to select the key words. Then quantitative analysis, including word frequency analysis and co-word analysis, was used to analyze the destination image of Salar de Uyuni travelers and the tourism value. The results are as follow:1.The main destination image of Salar de Uyuni, Bolivia is to pursue the original natural scenery. The top travel destination is the salt flat plateau in the southwest of Uyuni, which is famous for the sight of Mirror of the Sky.2.From the tourist blogs, it can be found that although the traveling is tough, travelers can express the essence of self-challenging and adventure from the beautiful scenery of sunrise, sunset and starry sky. Through the beautiful scenery, the value of travel experience, the “heart” experience, is conveyed. Traveling returns to the heart of nature, and creates a beautiful moment