[[alternative]]Exploring the Relevance of Rural Ecotourism Image, Experience Value and Travel Healing with Text Mining Technology--Whale Watching Example

[[abstract]] 本研究旨在透過網路文字探勘分析網路社群文章，來瞭解遊客對賞鯨生態旅遊的意象及內心的體驗與旅遊的療癒。先運用中文斷詞系統整理關鍵詞進行詞頻分析、共詞分析的內容分析，再用探索式因素分析及多元尺度做量化統計，以更客觀的量化數據來探討賞鯨旅遊的生態旅遊意象、體驗價值與旅遊療癒的關聯性。 研究結果發現：(1)賞鯨遊客以宜蘭、花蓮、臺東三大賞鯨旅遊景點為主，賞鯨在台灣是指賞鯨魚和海豚，賞鯨行程多以2小時為主，在花東賞鯨看到海豚的機率高達九成，但看到鯨魚是可遇不可求。(2)觀光設施意象裡的交通便利性，花蓮花蓮港最多，宜蘭烏石港(龜山)次之，花蓮石梯港和台東成功港最少。 (3)景點導覽以花蓮多羅滿賞鯨公司(花蓮第一個賞鯨標章的公司)遊客提及最多，透過黑潮海洋文化基金會(NGO)的專業海洋生態解說讓遊客產生深刻的生態旅遊意象如下：鯨豚的特殊行為和外表特徵；清水斷崖和海岸山脈(山景)；海景、日出；花蓮的人文歷史與海洋文學等。與黑潮創辦理念「關懷台灣海洋環境、生態與文化」不謀而合，期望將海洋保育觀念深植遊客的心中。(4)賞鯨的乘船舒適度也是遊客在意的重點，建議會暈船的人，乘船前30分鐘要先吃暈船藥，海象不好時或是颱風天的前夕，不適合出海賞鯨。(5)賞鯨生態旅遊解說與體驗，讓遊客產生許多體驗與療癒的感受，遊客紀錄著許多體驗與療癒的詞語「放鬆、興奮、幸運、喜悅、樂趣、感受、魅力、尊重、希望、期待、熱情、喜歡、滿意、信賴、驚喜、難忘、壯觀、著迷、暈船、可惜」。由此可知賞鯨的體驗活動對旅遊療癒呈現很大的關聯性。(6)從重要關鍵詞的探討，得知遊客期待可以看見大型的鯨魚、種類和數量很多的海豚、海豚的特殊行為、出海很快就看到鯨豚、能捕捉到鯨豚生動的照片、近距離觀賞鯨豚、增加海上體驗時間、友善賞鯨、海象平穩、海上安全。 根據上述研究結果，建議業者結合在地小旅行，規劃客製化的套裝行程與折扣方案，吸引遊客前往。針對遊客需求，增加賞鯨行前解說(告知賞鯨是可遇不可求)和建立賞鯨活動乘船舒適度的參考資訊。期許賞鯨業者朝著賞鯨標章(友善賞鯨)的目標邁進，提升賞鯨解說品質，讓賞鯨生態旅遊可以永續發展，達到生態與經濟的平衡。[[abstract]] The purpose of this research is to understand tourists' images of whale watching ecotourism, their inner experience, and tourism healing through online text mining and analysis of online community articles. First use the Chinese word segmentation system to organize keywords for word frequency analysis and content analysis of co-word analysis, and then use exploratory factor analysis and multi-scale to do quantitative statistics, and use more objective quantitative data to explore the ecological tourism image and experience of whale watching tourism Correlation of value and tourism healing. The results of the study found that whale-watching tourists mainly focus on the three major whale-watching tourist attractions in Yilan, Hualien, and Taitung. Whale watching in Taiwan refers to whale watching and dolphin watching. The whale watching trip is mainly 2 hours. The chances of seeing dolphins are as high as 90%, but seeing whales is unpredictable. In terms of transportation convenience in the image of sightseeing facilities, Hualien Port is the most, followed by Wushi Port (Guishan) in Yilan, and Stone Stairs Port in Hualien and Chenggong Port in Taitung are the least. Tourists mentioned the Hualien Turumoan Whale Watching Company (the first whale watching company in Hualien) as the most mentioned tourist attraction in tourist guides. Through the professional marine ecology explanation of Kuroshio Ocean Culture Foundation (NGO), tourists have a profound eco-tourism The images are as follows, the special behavior and appearance of cetaceans, Ching-Shui cliffs, and coastal mountains, seascape, sunrise, human history and marine literature of Hualien. Coinciding with the founding concept of Kuroshio, ”caring for Taiwan's marine environment, ecology and culture”, it is expected that the concept of marine conservation will be deeply rooted in the hearts of tourists. The comfort of whale watching is also a key point for tourists. It is recommended that seasick people should take seasickness medicine 30 minutes before boarding. When the walrus is bad or on the eve of a typhoon, it is not suitable for whale watching. The explanation and experience of whale watching eco-tourism make tourists have many experiences and healing feelings. Tourists record many words of experience and healing: ”relaxation, excitement, luck, joy, fun, feeling, charm, respect, hope, expectation, Enthusiasm, like, satisfaction, trust, surprise, unforgettable, spectacular, fascinated, seasick, pity”. It can be seen that the experience of whale watching has a great relationship with tourism healing. From seeing large dolphins and whales to exploring the number of important dolphins and whales, tourists can expect to see many vivid pictures of whales and whales at sea. Watch whales and dolphins at close range, increase sea experience time, friendly whale watching, walrus stability and maritime safety. Based on the above research results, it is recommended that operators combine local small trips to plan customized package itineraries and discount plans to attract tourists. In response to the needs of tourists, the pre-trip commentary for whale watching (informing that whale watching is unpredictable) and reference information for establishing the comfort level of whale watching activities are added. It is hoped that the whale watching industry will move towards the goal of the whale watching mark (friendly whale watching), improve the quality of whale watching explanations, so that the whale watching eco-tourism can develop sustainably and achieve a balance between ecology and economy