[[alternative]]Luxury Camping Industry Analysis and Development Trend Research--Exploring the Relevance of Destination Image and Experience Value with Online Reviews

[[abstract]] 本研究旨在透過網路文字探勘分析網路社群文章，來了解過去的一年多因為疫情的影響，許多人潮聚集的大型聚會或室內進行的休閒活動，都因防疫考量的因素下都必須要減少此類的活對，相較之下避開人潮的戶外活動，反而是最好的選擇，如登山踏踏青、休閒農場露營，反而受到不少遊客的青睞，紛紛增加往這方面的規劃。奢華露營是讓人們徜徉戶外、親近自然的新趨勢，更帶動奢華露營產業發展的新方向。 先運用了中文斷詞系統進行整理，將關鍵詞進行詞頻與共詞的分析，並將分析的內容再加以分析，配合多元尺度做量化統計，以更客觀的量化數據來探討奢華露營的露營意象、體驗價值的關聯性。 研究結果發現：(1)目前國內奢華露營的景點以苗栗、新竹、宜蘭為人氣景點，奢華露營所帶動台灣多縣市的業者推動，台北、南投、嘉義、台中次之，可見奢華露營型態已蓬勃發展。(2)觀光設施意象裡的交通便利性，以北部來說新竹、苗栗、宜蘭的奢華露營景點較吸引人前往體驗，主要考量所居住的地方與到達景點的便利性。(3)景點導覽以奢華露營的場地業者所安排規劃，包含食、住、育、樂的活動安排，讓露營的人在此享受美好的度假時光，成為頗具特色的露營方式。(4)在體驗奢華露營的氛圍時，舒適度與聲譽也是一般人選擇的重要條件，透過網路口碑相傳，會讓人想要去嘗試體驗，主要的體驗感受也會讓人列入是否前往的重要因素，故名聲遠播具特色的奢華露營區通常一位難求。(5)讓露營的遊客在奢華露營活動中，產生很多的體驗，從體驗中可以知道他們的感受為何，對奢華露營所給予的評價，帶動日後的奢華露營產業發展。(6)從重要關鍵詞的探討，我們可以得知露營跟戶外、體驗自然有關，大部分會去露營的人都是以家庭親子為單位前往或是好友相約，近幾年流行的趨勢為有特色的奢華露營，也是透過網路上的推薦讓人得知而前往，兩種露營各有特色，也吸引某特定族群前往體驗。 根據上述研究結果，建議奢華露營業者可結合在地的產業特色，發展當地的觀光，進而帶動周邊的城鎮發展，吸引更多想露營的旅客前往。在發展奢華露營產業的同時，也不忘要做好營地的規劃和環境的愛護，才能讓土地達到永續的利用與發展它的價值，政府也應修法讓露營區有所規範，民眾在享受露營的同時也能保障自身的權益，讓奢華露營產業能朝永續經營發展，帶來更多的經濟效益與生態平衡。[[abstract]] The purpose of this study is to analyze online community articles to understand that many indoor leisure activities or large public gatherings have been affected by the Covid-19 epidemic over the past year. But on the other hand outdoor activities that can avoid crowds, such as hiking and camping, are favored by many tourists. Glamping is a new trend that allows people to wander outdoors and get close to nature. And it also drives a new direction for the development of camping industry. At First, the Chinese word segmentation system is used to sort out keywords for the content of word frequency analysis and co-word analysis. Second, quantitative statistics are used with multi-scale. The more objective quantitative data is used to explore the correlation between the camping image and experience value of glamping. The research results show that: (1) Miaoli, Hsinchu, and Yilan are the most popular scenic spots of glamping. The luxury camping is driven by so many counties provider in Taiwan, such as Taipei, Nantou, Chiayi and Taichung. It shows that luxury camping style has flourished. (2) The ransportation convenience of the sightseeing facilities: in the north, the glamping spots in Hsinchu, Miaoli, and Yilan are more attractive to experience. The main consideration is the place where you live and the convenience of reaching the spots. (3) The tour guide is planned by the glamping providers, including the activities of dining, housing, education and entertainment, so that campers can enjoy a wonderful vacation.And that becomes a unique way of camping. (4) For experiencing the atmosphere of luxury camping, comfort and reputation are also important conditions for tourists. Through the online recommendations, people will want to try the luxury camping, and their own experience will also be considered for going or not. Because of this important factor, a famous glamping camping spot with distinctive features is usually hard to order. (5) Let campers have a lot of experiences in glamping activities. From their experience, we can find out how do they feel and their evaluation given to the luxury camping. And this will drive the development of the glamping industry in the future. (6) From the analysis of important keywords, we can know that camping is related to the outdoor experience of nature. Most of the campers go as a unit of family or friends. The popular trend in recent years is the special glamping which is known to the public by recommendations on the Internet. The two types of camping have their own features and attract different certain groups to experience. According to the results of this research, it is suggested that glamping providers can combine with the local industry features to develop local tourism. In th same time,this may drive the development of surrounding towns,then attract more tourists who want to camp. While developing the glamping industry, do not forget well planning of the camping area and the care of the environment, so that we can achieve sustainable land use and land value. The government should also amend the law to regulate the camping area. This protects the camper’s rights and interests, so that the glamping industry can develop towards sustainable operation, bringing more economic benefits and ecological balance