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研究生: 吳博祐
Bo-Yo Wu
論文名稱: 價值共創導入地方創生之研究:以供需視角探討宜蘭冬山地方創生
Value Co-creation Apply to Regional Revitalization from the Supply and Demand Perspective
指導教授: 林孟彥
Meng-Yen Lin
口試委員: 欒斌
LUAN BIN
呂文琴
WUN-CIN LYU
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 31
中文關鍵詞: 價值共創地方創生文字探勘顧客旅遊體驗價值線上評論
外文關鍵詞: Value co-creation, regional revitalization, text mining, consumer travel experienced value, online commitment
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  • 2021年行政院國家發展委員會推動台灣地方創生2.0計畫,相較於以中央政府為推動核心的1.0計畫,2.0計畫更擴大延攬返鄉青年、在地店家、地方機關包含:公所、農會、協會等作為合作夥伴,透過集體價值共創來推展地方創生,因此價值共創概念導入地方創生的個案是具備前瞻性的,本研究將使用Python程式語言,收集冬山地方創生官宣資料及消費者線上評論,從供給需求兩方的視角切入,探討價值共創導入地方創生之狀況。
    主要分為兩大研究,研究一,透過收集新聞報導、部落客文章,從供給視角出發,歸納出當前冬山地方創生主推的關鍵地方元素及重點活動,再進行研究二,收集消費者線上評論,以需求視角,萃取消費者對於冬山地方創生價值共創成果的感知,最後藉由需求方的感知來檢視供給方的價值共創成效,給予冬山地方創生運營之策略建議。
    研究一主要呈現「地名」、「合作夥伴與其推廣活動」、「冬山特色文化」,可以發現冬山地方創生確實以夥伴價值共創的成果作為主推重點,再看到研究二,其結果顯示消費者對於冬山老街、茶文化、老屋再造、知名景點、代表伴手禮、生態環境等有深刻感受,甚至達到願意推薦給其他遊客的層次。由研究二結果檢視研究一結果,本研究建議集結更多價值夥伴,舉辦更為豐富的冬山特色文化之藝文活動讓消費者參與,讓消費者能更深刻感受到其他冬山特色文化,同時共創夥伴應繼續保持熱心親切的良好服務態度,以及繼續維持場域環境狀態,並依狀況提升環境品質。
    綜上所述,冬山鄉能從消費者視角調整共創方針,讓價值共創不斷帶動冬山地方創生向上發展。


    In 2021, the National Development Committee of the Executive promoted the Taiwan Regional Revitalization 2.0 Plan. Compared with the 1.0 Plan with the central government as the core, the 2.0 Plan expanded to invite youth, local shops, and local agencies including: public offices, Farmers' associations, associations, etc., as partners, promote regional revitalization through collective value co-creation. Therefore, the case where the concept of value co-creation is introduced into regional revitalization would be forward-looking. Our research would use the Python to collect official propaganda materials and consumer online reviews of Dongshan regional revitalization, from the perspective of supply and demand, to discuss the situation of value co-creation leading to regional revitalization.
    The research was mainly divided into two major researches. Research 1, through collecting news reports and blogger articles, from the perspective of supply, summarizes the key local elements and key activities currently promoted by Dongshan regional revitalization, and then conducts research 2, from the perspective of demand, collect consumer online comments, extracting consumers' perception of Dongshan regional revitalization and co-creation results, and finally examine the supply-side value co-creation effect through the perception of the demand side, give Dongshan regional revitalization and operation strategy suggestions.
    Study 1 presents "place names", "partners and their promotion activities", and "Dongshan characteristic culture". It can be found that Dongshan Regional revitalization focus on the achievements of partners' value co-creation. Then see study 2, the results show that consumer have a deep understanding of Dongshan Old Street, tea culture, old house reconstruction, well-known attractions, representative gifts, ecological environment, etc., and even reach the level of being willing to recommend it to other tourists. Based on the results of Study 2 and the results of Study 1, we proposes to gather more value partners and hold more abundant Dongshan characteristic cultural arts and cultural activities for consumers to participate in, so that consumers can more deeply experience other Dongshan characteristic cultures. Creation partners should continue to maintain a warm and cordial good service attitude, continue to maintain the state of the field environment, and improve the environmental quality according to the situation.
    To sum up, Dongshan could adjust the co-creation policy from the perspective of consumers, so that value co-creation can continuously drive Dongshan local creation to develop upward.

    摘要 I Abstract IV 目錄 V 圖目錄 VI 表目錄 VII 壹、 緒論 1 一、 研究背景 1 二、 研究動機 1 三、 研究目的 2 貳、 文獻探討 3 一、 地方創生 3 二、 價值共創 4 三、 體驗價值 5 四、 社群媒體資料與消費者線上評論 6 參、 研究方法 8 一、 研究流程 8 二、 研究對象 8 三、 內容分析法與大數據分析 10 I. 資料收集 11 II. 資料清洗 12 III. 關鍵字分析 12 IV. 關聯分析 12 四、 研究一:媒體資料分析 13 五、 研究二:線上評論分析 15 肆、 研究結果 16 一、 冬山地方創生傳達之訊息 16 二、 消費者關注面向 17 I. 計畫主體:良食農創園區 17 II. 冬山價值共創夥伴 19 伍、 結論與建議 27 一、 研究結論 27 二、 研究貢獻與實務價值 27 I. 學術貢獻 27 II. 管理意涵與實務貢獻 28 三、 研究限制與未來建議 28 參考文獻 30

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