隨著快速的科技發展，線上社交媒體已成為遊客資源獲取的重要管道。此外，遊客在旅遊結束後，會在線上社交媒體發表相關的意見及評論。旅遊觀光業者則會利用這些線上資源，獲取旅遊觀光成長的關鍵因素。因此，本研究利用TripAdvisor線上社交媒體旅遊網站之評論作為研究樣本，並使用文字探勘技術以了解東西方遊客對臺北目的地意象的差異。
本研究將研究樣本區分為東西方遊客，東方遊客評論共7,769則，西方遊客評論共5,669則，並利用LDA主題模型、詞頻分析進一步研究不同文化遊客的線上評論。根據研究結果顯示，東西方遊客在各目的地意象類別皆在意交通因素，因此建議業者可針對景點、設施適度改善，如：增設與修繕交通告示、規劃景點的交通動線。再者，業者應針對不同客群的需求，給予專業的服務以提升旅遊品質，諸如加強服務人員培訓以及優化軟硬體設備等。此外，經研究發現西方遊客對於臺北各目的地意象類別皆顯著高於東方遊客，因此具有更高的滿意度。最後，本研究整合東西方遊客之目的地意象差異，以供未來研究與業者參考。

With rapid development of technology, online social media has become the important way of receiving information to tourists. However, the information also becomes the key factors in tourism. This study uses online reviews from TripAdvisor as samples and uses text mining to understand the difference of destination images between eastern and western tourists.
This study classifies the samples into eastern and western tourists, there’re 7,769 online reviews for eastern tourists and 5,669 for eastern tourists. This study uses Latent Dirichlet Allocation (LDA) and word frequency to analysis the difference between two samples of online reviews. According to the results, both of two cultures take transportation as important factor. The operators should improve the facilities against specific attractions. Moreover, the operators should provide specific information and needs according to different customer bases in order to enhance tourism quality. Furthermore, western tourists have higher satisfaction due to the higher rating of comment star. Lastly, the findings of this study have several important practical implications for practice and future research.

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