近年來以UGC為代表的電子口碑的重要性日益突顯，越來越多人在網路上傳播口碑資訊，每天產生大量的用戶線上評論已經對我們的生活產生了深遠的影響。同時，越來越多的旅遊目的地向數位化、智慧化的方向進化，旅遊目的地管理者越來越多的將信息通訊技術(ICT)應用在旅遊目的地，智慧旅遊成為行業未來的方向。本研究以台南玉井的旅遊目的地為例，依據經濟部「普及中小企業數位寬頻應用計劃」之數位一條街「玉井芒線中」所列旅遊目的地，抓取三類地點，共6648則線上評論，透過情緒分析(sentiment analysis)、詞頻分析，以詞雲、關聯路徑方式視覺化呈現研究結果。研究結果揭示了到訪玉井的遊客的關注面向，以及當前玉井街區數位發展方向與到訪遊客需求之間的差異。

Electronic word-of-mouth has become increasingly important in recent years, more and more people are spreading eWOM information on the Internet. At the same time, more and more tourist destinations are becoming digital and intelligent, an increasing number of tourist destinations have applied information communication technology (ICT).
This study is based on the tourist destination of Yujing, Tainan. The research objects of this study are online reviews of tourist destinations listed on the Yujing Mango Online (a sub plan of the SEM Digital Broadband Applications Popularization and Promotion Plan proposed by Ministry of Economy). A web crawler is deployed and finally 6648 pieces of online reviews were collected from three category, those online reviews were processed by Sentiment Analysis and Word Frequency Analysis, the results were presented by WordCloud graphic and Associative Analysis. The results reveal what are the concerns of visitors, and the difference between the ICT development strategy of Yujing and demands of visitors.

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