旅遊部落格是一種個人旅遊經驗的呈現， 提供相關人員探究遊客
內心經驗與感受的新方式。本研究旨在藉由部落格內容的分析，探討
自由行與團體行遊客的觀光意象是否具差異性。研究中以大陸4 個主
要的旅遊博客網站為資料來源，利用內容分析法解析170 篇敘述台北
旅遊經驗的部落格文章。結果顯示自由行與團體行遊客在人口組成、
遊憩台北的深廣度有所不同，以及在諸多意象屬性中亦有不同的看法
與感受。而針對不同的市場區隔應該予以不同的行銷策略，因此本研
究最後將針對分析結果，提出實務建議供相關單位參考。

Travel blogs are expressions of individual travel experiences,
which provide a new way of understanding tourists ’ t rue inner feelings
and perceptions of a destination. The purpose of this study is to examine
the viewpoint difference between independent and package tour
travelers as reflected in the discourse of travel blogs. Data were
obtained from four prominent Chinese travel blog websites. In this
study, 170 t ravel blogs relating to trips to Taipei were examined by
using content analysis. The result indicated that independent and tour
package travelers were different in demographics, depth, and breadth. It
also revealed that the two groups of visitors share different perceptions
and feelings about Taipei . These differences suggest alternative
promotional strategies for these two segments. Therefore, the result of
this study could serve as a useful guideline for the relevant authorities.

中國互聯網絡訊息中心(2012)。中國互聯網絡發展狀況統計報告。
取自http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/201207/P020120723477451202474.pdf
內政部移民署(2012)。開放大陸地區人民來臺觀光統計表。取自http://www.immigration.gov.tw/ct.asp?xItem=1177788&ctNode=29699&mp=1
王石番(1999)。傳播內容分析法。臺北市：幼獅。
台灣觀光協會(2011)。大陸民眾赴台旅遊意願調查。取自http://www.tva.org.tw/index.php
艾瑞諮詢集團(2012)。中國在線旅行預定行業發展報告簡版2009-2010年。取自http://wenku.baidu.com/view/0f956a6c561252d380eb6e86.html
汪嘉瑜(2001)。臺灣花卉電子商務網站內容之分析(未出版之碩士論文)。國立中興大學，臺中市。
財團法人國家政策研究基金會(2011)。全力做好陸客自由行。取自http://www.npf.org.tw/post/1/9421
陳健銘(2012)。旅遊動機、旅遊滿意度與忠誠度之研究-以不同出國旅遊方式為例(未出版之碩士論文)。國立交通大學，新竹市。
廖淑韻(2008)。國際青年背包客對台灣旅遊意象、旅遊滿意度與旅遊後行為意象關係之探討(未出版之碩士論文)。私立靜宜大學，臺北市。
Babbie, R. and L. Benaquisto (2009), Fundamentals of Social Research: Nelson Education Limited.
Baloglu, Seyhmus (1997), "The relationship between destination images and sociodemographic and trip characteristics of international travellers," Journal of Vacation Marketing, 3 (3), 221-33.
Baloglu, Seyhmus and Ken W. McCleary (1999), "A model of destination image formation," Annals of Tourism Research, 26 (4), 868-97.
Banyai, M. and T. D. Glover (2011), "Evaluating Research Methods on Travel Blogs," Journal of Travel Research, 51 (3), 267-77.
Baud-Bovy, M. and Fred R. Lawson (1977), Tourism and recreation development. London: The Architectural Press.
Beerli, Asuncion and Josefa D. Martin (2004), "Factors influencing destination image," Annals of Tourism Research, 31 (3), 657-81.
Beerli, Asuncion and Josefa D. Martı́n (2004), "Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis—a case study of Lanzarote, Spain," Tourism Management, 25 (5), 623-36.
Berelson, B. (1952), Content analysis in communication research: Free Press.
Blood, Rebecca (2002), The Weblog Handbook: Practical Advice on Creating and Maintaining Your Blog.
Budd, R. W., R. K. Thorp, and L. Donohew (1967), Content analysis of communications. New York.
Chen, Joseph S. (2001), "A case study of Korean outbound travelers’ destination images by using correspondence analysis," Tourism Management, 22 (4), 345-50.
Choi, Soojin, Xinran Y. Lehto, and Alastair M. Morrison (2007), "Destination image representation on the web: Content analysis of Macau travel related websites," Tourism Management, 28 (1), 118-29.
Chon, Kye-Sung (1991), "Tourism destination image modification process: Marketing implications," Tourism Management, 12 (1), 68-72.
Chon, Kye Sung (1990), "The role of destination image in tourism: A review and discussion," Tourism Review, 45 (2), 2-9.
Crompton, J. L. (1979), "An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location Upon That Image," Journal of Travel Research, 17 (4), 18-23.
Crotts, John C. (1999), "Consumer Decision Making and Prepurchase Information Search," in Consumer Behavior in Travel and Tourism, Abraham Pizam and Yoel Mansfeld, eds. New York: The Haworth Press.
Dann, Graham (1996), The language of tourism: a sociolinguistic perspective. Wallingford: CAB International.
David Botterill, T. and John L. Crompton (1987), "Personal constructions of holiday snapshots," Annals of Tourism Research, 14 (1), 152-56.
Dellarocas, Chrysanthos (2006), "Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms," Management Science, 52 (10), 1577-93.
Dilley, Robert S. (1986), "Tourist Brochures And Tourist Images," Canadian Geographer / Le Geographe canadien, 30 (1), 59-65.
Echtner, C. M. and J. R. B. Ritchie (1993), "The Measurement of Destination Image: An Empirical Assessment," Journal of Travel Research, 31 (4), 3-13.
Fakeye, P. C. and J. L. Crompton (1991), "Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley," Journal of Travel Research, 30 (2), 10-16.
Flick, U. (2009), An Introduction to Qualitative Research: SAGE Publications.
Fodness, Dale and Brian Murray (1997), "Tourist information search," Annals of Tourism Research, 24 (3), 503-23.
Gallarza, Martina G., Irene Gil Saura, and Haydee Calderon Garcı́a (2002), "Destination image: Towards a Conceptual Framework," Annals of Tourism Research, 29 (1), 56-78.
Gartner, W. C. (1989), "Tourism Image: Attribute Measurement of State Tourism Products Using Multidimensional Scaling Techniques," Journal of Travel Research, 28 (2), 16-20.
Geerts, G. L. and M. Kim (2005), "Blogging 101 for CPAs," The CPA Journal, 74 (7), 12-13.
Gelb, Betsy D. and Suresh Sundaram (2002), "Adapting to “word of mouse”," Business Horizons, 45 (4), 21-25.
Gitelson, Richard J. and John L. Crompton (1983), "The Planning Horizons and Sources of Information Used by Pleasure Vacationers," Journal of Travel Research, 21 (3), 2-7.
Goeldner, C.R. and J.R.B. Ritchie (2005), Tourism: Principles, Practices, Philosophies: Wiley.
Goodrich, J. N. (1978), "A New Approach to Image Analysis Through Multidimensional Scaling," Journal of Travel Research, 16 (3), 3-7.
Govers, R. and F. M. Go (2003), "DECONSTRUCTING DESTINATION IMAGE IN THE INFORMATION AGE," Information Technology & Tourism, 6 (1), 13-29.
Gretzel, U., K.H. Yoo, and M. Purifoy (2007), "Online travel review study: Role and impact of online travel reviews."
Gunn, Clare A. (1972), Vacationscape; designing tourist regions. Austin: Bureau of Business Research, University of Texas at Austin.
Gunn, Clare A. (1988), Vacationscape; designing tourist regions (2nd ed.). Austin: Bureau of Business Research, University of Texas at Austin.
Hanlan, J. (2005), "Image formation, information sources and an iconic Australian tourist destination," Journal of Vacation Marketing, 11 (2), 163-77.
Hanson, Ward A. and Ward Hanson (2000), Principles of Internet marketing. Cincinnati: South-Western College.
Hoffman, D. L. and T. P. Novak (1996), "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations," Journal of Marketing, 60 (3), 50-68.
Holsti, O.R. (1969), Content analysis for the social sciences and humanities: Addison-Wesley Pub. Co.
Hsieh, Sheauhsing, Joseph T. O'Leary, and Alastair M. Morrison (1992), "Segmenting the international travel market by activity," Tourism Management, 13 (2), 209-23.
Hunt, J. D. (1975), "Image as a Factor in Tourism Development," Journal of Travel Research, 13 (3), 1-7.
Jenkins, Olivia H. (1999), "Understanding and measuring tourist destination images," International Journal of Tourism Research 1(1), 1-15.
Johnson, Thomas J. and Barbara K. Kaye (2004), "Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs Among Blog Users," Journalism & Mass Communication Quarterly, 81 (3), 622-42.
Kassarjian, Harold (1977), "Content Analysis in Consumer Research," The Journal of Consumer Research, 4 (1), 8-18.
Kneesel, Erin, Seyhmus Baloglu, and Michelle Millar (2010), "Gaming Destination Images: Implications for Branding," Journal of Travel Research, 49 (1), 68-78.
Kolbe, Richard H. and Melissa S. Burnett (1991), "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, 18 (2), 243-50.
Kotler, Philip (1993), Marketing places : attracting investment, industry, and tourism to cities, states, and nations / Philip Kotler, Donald H. Haider, Irving Rein. New York : Toronto : New York :: Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International.
Krippendorff, Klaus (2004), Content Analysis: An Introduction to Its Methodology (2 ed.). Thousands Oaks: Sage Publications.
Law, Rob and Shannon Cheung (2010), "The Perceived Destination Image of Hong Kong as Revealed in the Travel Blogs of Mainland Chinese Tourists," International Journal of Hospitality & Tourism Administration, 11 (4), 303-27.
Leisen, Birgit (2001), "Image segmentation the case of a tourism destination," Journal of Services Marketing, 15 (1), 49-66.
Leung, Daniel, Rob Law, and Hee Andy Lee (2010), "The perceived destination image of Hong Kong on Ctrip.com," International Journal of Tourism Research, n/a-n/a.
Lewis, R. C. and R. E. Chambers (2000), Marketing leadership in hospitality: foundations and practices (3 ed.). New York: John Wiley and Sons.
Li, X. and S. Stepchenkova (2011), "Chinese Outbound Tourists' Destination Image of America: Part I," Journal of Travel Research, 51 (3), 250-66.
Li, Xu and Youcheng Wang (2011), "China in the Eyes of Western Travelers as Represented in Travel Blogs," Journal of Travel & Tourism Marketing, 28 (7), 689-719.
Litvin, Stephen W., Ronald E. Goldsmith, and Bing Pan (2008), "Electronic word-of-mouth in hospitality and tourism management," Tourism Management, 29 (3), 458-68.
MacKay, Kelly J. and Christine M. Couldwell (2004), "Using Visitor-Employed Photography to Investigate Destination Image," Journal of Travel Research, 42 (4), 390-96.
MacKay, Kelly J. and Daniel R. Fesenmaier (2000), "An Exploration of Cross-Cultural Destination Image Assessment," Journal of Travel Research, 38 (4), 417-23.
Markwell, Kevin and Christopher Basche (1998), "Using personal diaries to collect data," Annals of Tourism Research, 25 (1), 228-31.
Mayo, E. J. (1973), "Regional images and regional travel behaviour," in The Travel Research Association Fourth Annual Conference Proceedings. Sun Valley, Idaho.
Nardi, Bonnie A., Diane J. Schiano, Michelle Gumbrecht, and Luke Swartz (2004), "Why we blog," Commun. ACM, 47 (12), 41-46.
Nelson, P. (1970), "Information and Consumer Behavior," The Journal of Political Economy, 78 (2), 311-29.
O’Leary, Sinead and Jim Deegan (2005), "Ireland’s Image as a Tourism Destination in France: Attribute Importance and Performance," Journal of Travel Research, 43 (3), 247-56.
Puhringer, Stefan and Andrew Taylor (2008), "A practitioner's report on blogs as a potential source of destination marketing intelligence," Journal of Vacation Marketing, 14 (2), 177-87.
Pan, B., T. MacLaurin, and J. C. Crotts (2007), "Travel Blogs and the Implications for Destination Marketing," Journal of Travel Research, 46 (1), 35-45.
Pan, Bing and Daniel R. Fesenmaier (2006), "Online Information Search: Vacation Planning Process," Annals of Tourism Research, 33 (3), 809-32.
Pan, Bing and Xiang Li (2011), "The long tail of destination image and online marketing," Annals of Tourism Research, 38 (1), 132-52.
Pearce, Philip L. (1982), The social psychology of tourist behaviour / by Philip L. Pearce. Oxford [Oxfordshire] ; New York :: Pergamon Press.
Phelps, Angela (1986), "Holiday destination image — the problem of assessment: An example developed in Menorca," Tourism Management, 7 (3), 168-80.
Pike, Steven (2002), "Destination image analysis—a review of 142 papers from 1973 to 2000," Tourism Management, 23 (5), 541-49.
Pike, Steven (2007), "Destination image literature: 2001 to 2007," Acta Turistica, 19 (2), 107-25.
Reilly, M. D. (1990), "Free Elicitation Of Descriptive Adjectives For Tourism Image Assessment," Journal of Travel Research, 28 (4), 21-26.
Ryan, C. and Jenny Cave (2005), "Structuring Destination Image: A Qualitative Approach," Journal of Travel Research, 44 (2), 143-50.
Schiffman, Leon and Leslie Kanuk (2007), Consumer Behavior (9 ed.). Upper Saddle River: Prentice Hall.
Schmallegger, Doris and Dean Carson (2008), "Blogs in tourism changing approaches to information exchange," Journal of Vacation Marketing 14 (2), 99-110.
Stabler, Michael J. (1988), The Image of Destination Regions: Theoretical and Empirical Aspects. London: Routledge.
Stepchenkova, Svetlana and Alastair M. Morrison (2008), "Russia's destination image among American pleasure travelers: Revisiting Echtner and Ritchie," Tourism Management, 29 (3), 548-60.
Tasci, A. D. A. and W. C. Gartner (2007), "Destination Image and Its Functional Relationships," Journal of Travel Research, 45 (4), 413-25.
TIA (2005), "Travelers' use of the internet, 2004 edition." New York: Travel Industry Association of America.
Um, Seoho and John L. Crompton (1990), "Attitude determinants in tourism destination choice," Annals of Tourism Research, 17 (3), 432-48.
Walmsley, D. J. and J. M. Jenkins (1993), "Appraisive images of tourist areas: application of personal constructs," Australian Geographer, 24 (2), 1-13.
Wang, Chun-yang and Maxwell K. Hsu (2010), "The Relationships of Destination Image, Satisfaction, and Behavioral Intentions: An Integrated Model," Journal of Travel & Tourism Marketing, 27 (8), 829-43.
Webb, E.J. (1966), Unobtrusive measures: nonreactive research in the social sciences: Rand McNally.
Weber, Robert (1990), Basic content analysis: Sage Publications.
Wenger, Anita (2008), "Analysis of travel bloggers' characteristics and their communication about Austria as a tourism destination," Journal of Vacation Marketing, 14 (2), 169-76.
Werthner, Hannes and Stefan Klein (1999), "ICT and the Changing Landscape of Global Tourism Distribution," Electronic Markets, 9 (4), 256-62.
Wimmer, R.D. and J.R. Dominick (1987), Mass media research: an introduction: Wadsworth Pub. Co.
Woodside, A. G. and S. Lysonski (1989), "A General Model Of Traveler Destination Choice," Journal of Travel Research, 27 (4), 8-14.
Woodside, Arch G., Blair F. Cruickshank, and Ning Dehuang (2007), "Stories visitors tell about Italian cities as destination icons," Tourism Management, 28 (1), 162-74.
Wright, J. (2006), Blog Marketing: The Revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results: McGraw-Hill Companies,Incorporated.