| 摘要: | 目的：自網際網路誕生以來，網路的迅速發展已帶動起諸如電腦、手機等各項行動載具使用科技。而現今遊客不僅可以很容易的運用各項軟硬體資訊平台科技搜尋最新的旅遊資訊，亦可透過網路對相關旅遊經驗提出自己內心最直接的評論與建議。為瞭解遊客的參觀經驗，過往館方皆以問卷方式來進行觀眾研究分析，惟遊客於問卷填寫時常因受限現場作答時間而無法完整呈現內心真實想法與感受，故本研究擬以文字探勘方式對遊客於網路平台上自然所作的評論進行解析，以獲得遊客對黃金博物館旅遊服務意見反應。
方法：本研究利用文字探勘之意見挖掘方式，從TripAdvisor社群網站平台收集有關新北市立黃金博物館之線上評論來進行解析。藉由國際知名社群平台網站TripAdvisor搜尋與「新北市立黃金博物館」相關之關鍵字，資料收集自2016年1月1日起至2018年12月31日止於各國籍遊客對黃金博物館「旅遊環境」、「消費經驗」及「展示服務」等三大構面之留言評論，再進行以中央研究院中文斷詞系統與Power BI整合工具之文字雲wordclouds軟體程式進行影像呈現。
結果：本研究共收集了402名遊客對新北市立黃金博物館之留言評論，經擇定之三大構面進行相關留言評論分類後，共擷取出656條有關對黃金博物館旅遊服務評價之評論，經統計分析，「旅遊環境」共有255條評論，「消費經驗」共有147條，「展示服務」則共有254條。上述評論再區分為正評、負評與非正負評價，透過文章斷詞與文字雲視覺化呈現，顯示本國籍與非本國籍遊客對黃金博物館「旅遊環境」之周邊景點風景多給予正面評價，而在負評部分，本國籍遊客反應山區交通不便利，公車搭乘危險等；非本國籍遊客則認為旅遊景點階梯陡峭，不適合老人前來。在「消費經驗」正評方面，本國籍遊客會推薦可以深入瞭解在地礦業歷史的本山五坑遊程與淘金體驗等額外消費活動，非本國籍遊客則對於礦工便當口味及其餐盒外的包裝感到滿意；在負評部分，本國籍與非本國籍遊客皆認為博物館所銷售的礦工便當價格偏高，餐盒味道不如預期。於「展示服務」正評上，本國籍遊客認為博物館各建築物與礦業文物保存良好完整、服務人員熱心且親切、適合在此探索在地歷史、全家一起出遊，於負評方面，認為館區內階梯過多，沒有足夠的無障礙設施；而在非本國籍遊客評價上，黃金博物館是一個可以參觀礦業歷史展示的好地方、現場服務人員都很友善且熱於助人，然認為建築物老舊，展示內容不多。於非正負評部份，各國籍遊客皆對過往日本殖民時期之建築物與礦業歷史展示感到關注，而最讓遊客感到興趣的依然是那要排隊才能觸摸到的鎮館之寶-大金磚。
結論：本研究結果顯示遊客對黃金博物館在旅遊服務品質上是給予肯定的，為使博物館能吸引到更多遊客前來，並提升遊客之再訪率，本研究建議博物館未來在營運上應以旅遊環境「生態化」、消費經驗「品牌化」及展示服務「在地化」的營運策進行策略化發展，使黃金博物館在永續經營的層面上更加深化。因此，善用遊客好評的山海景緻與礦山遺址，博物館可以與社區結合，舉辦生態旅行讓在地文化遊程更具深度；而礦工便當所帶來的消費經驗，可讓礦工文化注入在更多的商品上，讓礦工意象品牌效益持續延伸；另博物館展示服務是博物館的營運核心，除了積極改善館區無障礙設施外，應讓在地礦業文化透過更多元的展示手法進行呈現，讓遊客知道黃金博物館除了有大金磚外，在地豐富的文化脈絡也可以如同採礦過程般的被持續發掘。
Purpose: Since the birth of the Internet, the rapid development of the Internet has led to the use of various mobile device technologies such as computers and mobile phones. Today tourists can not only easily use the software and hardware information platform technology to search for the latest travel information, but also make the most direct comments and suggestions on the relevant travel experience through the Internet. In order to understand the tourists’ visiting experience, the Museum used questionnaires to conduct audience research and analysis in the past. However, while filling in these questionnaires, tourists could not fully present real thoughts and feelings due to the limited time of the interview. Therefore, this research intends to use text mining method to analyze the comments made by tourists on the online platform to obtain the tourists’ responses to the travel service of Gold Museum.
Method: This research will use the opinion mining method of text mining to collect and analyze online reviews of New Taipei City Gold Museum through TripAdvisor community website platform. First, we search for keywords related to “New Taipei City Gold Museum” by the internationally renowned social platform Tripadvisor and collect comments from tourists of different nationalities from January 1st, 2016 to December 31st, 2018; then we select three dimensions: "tourism environment", "consumer experience" and "display service" to make review comments classification; after that, we conduct article breaks and wordclouds visualization.
Results: This research collected a total of 402 visitors’ comments on the New Taipei City Gold Museum. After classifying the relevant comments into three selected major categories, a total of 656 comments related to the evaluation of the tourism service of Gold Museum were taken. According to the statistical analysis result, there are 255 comments on the "tourism environment," 147 on "consumer experiences," and 254 on "display services". The above comments are further divided into positive, negative, and non-positive-negative comments. Through the presentation of article breaks and text cloud visualization, it shows that native and non-native tourists gave positive comments on the scenic spots of the “tourism environment” of the Gold Museum. As for the negative comments, native tourists responded to inconvenient communications in the mountain area, the danger of bus rides, etc.; non-native tourists thought that the steep stairs of tourist attractions were unsuitable for the elder people to visit. In terms of the positive comments of “consumer experience,” native tourists recommended additional consumption activities which present the history of the local mining industry such as the tour of the Benshan No.5 Tunnel and the Gold Panning Experience; non-native tourists were satisfied with the taste of the miners’ lunchboxes and its packaging. As for the negative comments, both native and non-native tourists thought that the price of the miners’ lunchboxes was expensive and their taste was not as expected. On the positive comments of the "Display Service", native tourists thought that the buildings and mining cultural relics of the museum are well preserved and complete, and the service staffs are warmhearted and cordial, therefore, it is suitable for people to explore the local history and for the whole family to visit. On the negative part, they thought that there are too many stairs and not enough barrier-free facilities in the museum. As for the non-native tourists’comments, they believed that the Gold Museum is a good place to visit the history of mining; the service staffs are very friendly and helpful, but the buildings are old and there are not many displays. In the part of the positive and negative evaluations, tourists of all nationalities were concerned about the historical display of buildings and mining in the Japanese colonial period. But the most interesting thing for tourists is the treasure of the museum—Big Gold Brick, which they have to line up to touch.
Conclusion: The results of this research show that tourists are positive about the quality of tourism services in the Gold Museum. In order to attract more visitors to the museum and increase the rate of re-visits by tourists, this research suggests that in the future, the museum should be strategically developed with the “ecologicalization” of the tourism environment, the “branding” of consumer experience and the “localization” of the display service, which will further deepen the level of sustainable management of Gold Museum. Therefore, making good use of the scenery of mountain and sea, and mine sites that tourists have praised, the museum can cooperate with the community to organize eco-tours to make the local cultural tour more in-depth. The consumption experience of the miners’ lunchbox will inject the miners culture into more products, making the miners' image brand benefits continue to extend. In addition, the display service of the museum is the core operation of the museum. Besides actively improving the barrier-free facilities in the museum, the local mining culture should be presented through more diverse display methods in order to let the tourists know that the gold museum not only have the large gold brick, but also the rich cultural context that can be continuously explored like the mining process. |
