如何提升臺灣的觀光價值是一項長期以來受到重視的政策議題。然而，以往的觀光推廣模式卻侷限於傳統思維方式而未能獲致突破性的發展。因此，本研究試圖從峰終法則觀點探討來自不同國家遊客的觀光偏好，並據以設計更符合特定遊客需求的觀光路線。基於以上考量，本研究經由探討日、韓旅客在Instagram貼文中的面部表情及文字情緒，以了解其偏好的觀光景點及其背後所代表的意義與價值偏好。
　　本研究的主要研究發現有以下三點。首先，日、韓旅客所偏好的景點雖有重複，但日本旅客的偏好以文物為主，而韓國旅客的偏好則以風景為主，顯示其背後所代表的偏好意含並不一樣。第二，日、韓旅客在經營Instagram方面的習性不同，故在貼文中所呈現的內容與方式也有所差異。日本旅客所記錄的旅遊過程大多以臺灣民俗文化的事物為主體，而韓國旅客所記錄的旅遊過程則較偏好以自己為主體，而以風景、文物為背景。第三，在飲食方面，日本旅客較勇於體驗不同的飲食文化及品嚐臺灣小吃，而韓國旅客則偏好臺灣的餐廳用餐，對於陌生的飲食內容較不敢嘗試。本研究的結果顯示，傳統的觀光推廣模式若能改為針對不同國家旅客提供符合其偏好的觀光熱點路線，應有助於提升臺灣的觀光價值。

How to enhance the value of Taiwan's tourism has long been an important policy issue.  However, previous tourism promotion models were often limited to traditional ways of thinking and failed to achieve breakthroughs.  Therefore, according to the perspective of the peak-end rule, this study attempts to explore the tourism preferences of tourists from different countries and help to design tourism routes that better meet the needs of specific tourists.  Based on the considerations stated above, this study analyzes the facial expressions and text emotions of Japanese and Korean travelers in Instagram posts to understand their preferred sightseeing spots and the underlying meanings and value preferences of those posts.
     The main research findings of this study are stated as follows.  First of all, although there are overlaps in the scenic spots preferred by Japanese and Korean tourists, the preferences of Japanese tourists are mainly cultural relics and local products, while the preferences of Korean tourists are mainly landscapes, indicating that their preferences are not alike.  Second, Japanese and Korean travelers have different habits in running Instagram, hence the content and methods presented in the posts are also different.  Most of the tourism processes recorded by Japanese tourists are primarily Taiwanese folk culture, while the tourism processes recorded by Korean tourists tend to take themselves as the main body and the scenery and cultural relics as the background.  Third, in terms of meals, Japanese tourists are more willing to experience exotic food cultures and taste Taiwanese snacks, while Korean tourists prefer dining in restaurants, and are less willing to try unfamiliar food.  The results of this study indicate that if the traditional tourism promotion model can be changed to provide tourist hotspots that meet the preferences of tourists from different countries, it should be able to help enhance the tourism value of Taiwan.

目錄
第一章	緒論	1
第一節 研究背景與動機	2
第二節 研究目的與問題	5
第三節 研究範圍與研究標的	7
第四節 研究方法	11
第二章	文獻探討	15
第一節 社群媒體的興起與人際網絡的改變	15
第二節 觀察圖像式社群媒體中的情緒	20
第三節 引導行為的推力	30
第三章	日本旅客的偏好	35
第一節  日本旅客偏好的熱門景點	35
第二節  日本旅客的旅遊感受與情緒反應	49
第三節  日本旅客偏好分析與熱點路線	71
第四章	韓國旅客的偏好	78
第一節  韓國旅客偏好的熱門景點	78
第二節  韓國旅客的旅遊感受與情緒反應	89
第三節  韓國旅客偏好分析與熱點路線	105
第五章	結論	110
第一節  主要研究發現	110
第二節  研究限制	112
第三節  未來研究建議	113
參考文獻………………………………………………………………………………………………………………114

圖目錄
圖 1.1  近十年來臺旅客及國民出國人次變化............................4
圖 1.2  民國98~107年日、韓、馬、大陸、港來臺旅客總人次變化............5
圖 1.3  近五年來日、韓來臺旅遊人數.................................12
圖 2.1  社群媒體演變的過程.........................................20
圖 2.2  七種臉部表情的情緒.........................................24
圖 2.3  九種臉部表情的情緒.........................................25
圖 2.4  PANAS量表................................................27
圖 2.5  情緒、記憶與決策...........................................29
圖 2.6  價值函數圖.................................................31
圖 2.7  行為與推力的關係...........................................34
圖 2.8  研究架構...................................................34
圖 3.1  日本旅客偏好景點之統計.....................................36
圖 3.2 九份的知名動畫場景─阿妹茶樓................................37
圖 3.3  九份老街...................................................38
圖 3.4  十分老街與十分車站.........................................39
圖 3.5  101購物中心及裝置藝術.....................................40
圖 3.6  士林夜市...................................................41
圖 3.7  中正紀念堂(一) ............................................42
圖 3.8  中正紀念堂(二) ............................................42
圖 3.9  龍山寺.....................................................43
圖 3.10 故宮博物院入口廣場.........................................44
圖 3.11 臺北車站...................................................45
圖 3.12 便利商店與超市.............................................46
圖 3.13  永康街....................................................47
圖 3.14  中式按摩..................................................48
圖 3.15  九份老街貼文..............................................51
圖 3.16  九份老街面部情緒辨識結果..................................52
圖 3.17  九份老街文字情緒辨識結果..................................52
圖 3.18  九份老街的貼文(偵測不到面部情緒) .........................53
圖 3.19  十分老街貼文..............................................54
圖 3.20  十分老街面部情緒辨識結果..................................55
圖 3.21  十分老街文字情緒辨識結果..................................55
圖 3.22  十分老街面部情緒辨識結果(一) .............................56
圖 3.23  十分老街面部情緒辨識結果(二) .............................56
圖 3.24  101購物中心面部情緒偵測結果..............................58
圖 3.25  101大樓跨年煙火貼文......................................59
圖 3.26  101周邊裝置藝術面部情緒偵測結果..........................59
圖 3.27  日本旅客在士林夜市面部情緒偵測結果........................60
圖 3.28  日本旅客在士林夜市面部情緒偵測結果........................61
圖 3.29  日本旅客在士林夜市面部情緒偵測結果........................61
圖 3.30  日本旅客在中正紀念堂面部情緒偵測結果......................63
圖 3.31  日本旅客在龍山寺面部情緒偵測結果..........................65
圖 3.32  日本旅客在故宮博物院的貼文................................66
圖 3.33  日本旅客在臺北車站的面部偵測結果..........................67
圖 3.34  日本旅客在永康街的面部偵測結果............................68
圖 3.35  日本旅客在中式按摩(養生會館)的面部偵測結果................69
圖 3.36  日本旅客面部偵測綜合結果..................................70
圖 3.37  日本旅客在臺偏好飲食之統計................................72
圖 3.38  日本旅客飲食之偏好........................................73
圖 3.39  日本旅客活動偏好之文字雲..................................74
圖 3.40  日本旅客在臺偏好活動之統計................................74
圖 3.41  日本旅客偏好熱點之路線....................................75
圖 3.42  日本旅客活動偏好之路線....................................75
圖 4.1  韓國旅客偏好景點之統計.....................................79 
圖 4.2  九份老街...................................................80 
圖 4.3  龍山寺.....................................................80 
圖 4.4  野柳風景區.................................................81 
圖 4.5  十分老街...................................................82 
圖 4.6  淡水紅毛城.................................................83
圖 4.7  西門町.....................................................84
圖 4.8  臺北101(一) ...............................................84
圖 4.9  臺北101(二) ...............................................85
圖 4.10  中正紀念堂................................................86
圖 4.11  士林夜市..................................................87
圖 4.12  便利商店(超市) ...........................................88
圖 4.13  九份老街面部情緒辨識結果..................................89
圖 4.14  九份老街貼文..............................................91
圖 4.15  九份老街貼文..............................................91
圖 4.16  九份老街文字情緒辨識結果..................................91
圖 4.17  龍山寺面部情緒辨識結果....................................93
圖 4.18  野柳風景區面部情緒辨識結果................................94
圖 4.19  十分老街面部情緒辨識結果..................................95
圖 4.20  淡水面部情緒辨識結果......................................97
圖 4.21  西門町面部情緒辨識結果....................................98
圖 4.22  101購物中心面部情緒辨識結果.............................100
圖 4.23  中正紀念堂面部情緒辨識結果...............................101
圖 4.25  便利商店(超市)之代表貼文.................................102
圖 4.26  韓國旅客面部情緒的分佈 ..................................104
圖 4.27  韓國旅客在臺偏好飲食之統計............,,,,,,.............105
圖 4.28  韓國旅客在臺偏好飲食.....................................106
圖 4.29  韓國旅客偏好之文字雲.....................................107
圖 4.30  韓國旅客在臺偏好活動之統計...............................108
圖 4.31  韓國旅客偏好熱點之路線...................................109
圖 4.32  韓國旅客活動偏好之路線...................................109


 
表目錄
表 1  六種情緒的臉部表情描述…………………………………………………26

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