A Research on Internet Word of Mouth of the Top Ten Camping Areas in Taiwan

• Main Authors: LEE HUI FEI, 李惠菲
• Other Authors: Meng-Long Shih
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/c2835t

碩士 === 國立臺東大學 === 進修部暑期文化資源與休閒產業碩士專班 === 106 === The population of regular campers has exceeded two million, therefore, selecting camping areas carefully is the first consideration for campers. The increasing importance of online information has made Internet the main source for campers to select camping areas. The aim of this study is to explore the online word-of-mouth analysis of the top ten camping sites between 2013 and 2015, and 1752 pieces of original data during the period are collected. To the network of the top ten camping area as the main category, supplemented by web content exploration method to capture yam sky blog, camping nest and other sites to extract the evaluation of the positive and negative emotional scores and through this emotional score to understand the satisfaction of campers and revisit willingness.And then through the statistical analysis of SPSS22.0 to descriptive statistics, one-way ANOVA, Scheffe s method posteriori comparisons and simple linear regression analysis. The findings of this study are concluded as follows. First, when discussing campers’considerations of experiencing different types of camping areas, camping qualities are considered the most important, followed by environmental facilities and natural environmemt. Second, items satisfaction of the emotional indicators of camping qualities, environmental facilities, traffic .Third, the overall satisfaction positively affects campers’willingness of revisitation . It is suggested that camping operators should devise improving strategies and service items and regard increasing camper satisfaction as a reference to managerment strategies.