隨著網際網路的興盛，讓電子口碑成為遊客重要訊息來源。近年台灣休閒農業區越來越被重視，截至2019年6月止，全台經審查劃定共計有92處休閒農業區。然，未見業者善用線上負面評論，故本研究目的乃利用文字探勘技術探討遊客關注面向，以行政院農委會官網所制定之景點介紹、住宿資訊、在地美食類之項目為主，透過Google Maps評論網站作調查。
研究結果顯示，遊客目的地意象的關注面向主要來源為「環境整潔」、「服務專業度」及「餐點品質」，且遊客的情緒感受與滿意度呈正相關。故建議業者可針對遊客給予的線上負面評論，進一步思考及制定改善策略，如：做好綠化工程、加強硬體設備的維護與更新、落實員工教育訓練及建立餐點製作管理流程維持餐點品質。

The growth of the internet has made electronic word-of-mouth as a major source of information for tourists. Recently, many recreational agricultural regions are becoming more and more important. Until June 2019, there have been 92 recreational agricultural regions in Taiwan. However, the operators are not make good use of negative online reviews. Therefore, the research purpose is to use text mining techniques to explore the tourist attention. We use Council of Agriculture (COA) website and Google Maps platform to choose tourist attractions, accommodate information and local foods as our subject of recreational agricultural region by using negative online reviews.
The results of this study showed that tourist attention and destination image are clean environment, professional service, and food quality. Furthermore, tourist emotional feelings are positively correlated with satisfaction. Therefore, we suggested that the operators should improve the negative online reviews which are given by tourists, such as: do a good job of green project in the environment, maintain and upgrade hardware equipment, implement an employee training program, and establish the food product management.

戴永華 (2019)。休閒農業區供過於求專家示警，經濟日報，一月七日，取自：https://money.udn.com/money/story/12524/3578436
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