遊客的澳門旅遊地形象變化（2014－2018）──用戶原創內容的對比研究

本研究通過發掘遊客提供的在線信息，試圖研究並瞭解遊客對旅遊地形象的認知與 改變趨勢。本研究利用Python開發的網絡抓取工具，收集攜程和貓途鷹在2014－2018年期間遊客關於“澳門景點”主題的遊客評論，並使用文本挖掘工具收集並分析了超過50,000條評論（攜程41,352條，貓途鷹9,839條），以瞭解澳門整體旅遊地形象在這五年之間的變化，以及不同遊客心目中對澳門旅遊地形象的認知與變化的差異。結果顯示，非內地遊客及中國內地遊客對娛樂場相 關詞語的評論頻率均有所下降。此外，不同遊客對澳門旅遊地形象持有不同的看法，例如新景點 更容易引起中國內地遊客的關注，而非內地遊客則對購物和餐飲更感興趣。結果還發現澳門特區 政府預測的本澳旅遊地形象和遊客所感知的旅遊地形象之間，在“文化之城”和“世界旅遊休閒中心”這兩個詞上達成一致，其他方面則仍有不同見解。

Travel websites allow tourists to share their thoughts, beliefs, and experiences regarding various travel destinations. In this paper, the researchers demonstrate an approach for destination marketing organisations to explore online tourist-generated content and understand tourists’ perceptions of the destination image (DI). Specifically, the researchers have initiated an investigation examining how the destination image of Macao changed during the period of 2014 to 2018 based on user-generated content on travel websites. Web crawlers developed by Python were employed to collect tourists’ reviews from both Ctrip and TripAdvisor regarding the theme of “Macao attraction”. More than 50,000 reviews (41,000+from Ctrip and 9,000+from TripAdvisor) were collected and analysed using the text-mining technique. The results reveal that the frequency of casino-related words decreased in reviews by both international and mainland Chinese tourists. Additionally, international and mainland Chinese tourists perceive the DI of Macao differently. Mainland Chinese tourists are more sensitive to new attractions, while international tourists are not. The study also shows that there are differences between the government-projected DI and the touristperceived DI. Only the ‘City of Culture’ and ‘A World Centre of Tourism and Leisure’ have built recognition with tourists.