從Instagram探討疫情對澎湖觀光旅遊人潮的影響與各景點的吸睛熱度
Abstract
澎湖擁有豐富且獨特的自然和文化資源，這些資源是該地區觀光發展的潛力所在，也是吸引旅客前來的主要原因。根據民國110年4月核定的「澎湖縣國土計畫」，澎湖縣政府提出了以「海洋生態、創意觀光、序續菊島」作為空間發展的願景，目標是建立一個結合低碳生態保育和創意觀光的有序與永續菊島。從合法民宿家數的增長中，我們可以見證地方觀光產業的發展。澎湖的觀光成果，不僅來自其天然的條件，還包括政府的政策導向和民間業者的持續努力。然而，觀光產業是一個極易受到外部環境影響的產業，如2019年底爆發的Covid-19疫情對全球觀光業造成了巨大衝擊。在行動通訊和社群媒體廣泛普及的當下，社群媒體為旅客提供了一個分享旅遊訊息和體驗的平臺，這些由使用者生成的內容，能更真實地反映旅客的感受和想法。在自願性地理資訊和適地性社群網絡分析的應用下，除了能夠彌補官方資料之不足，許多情況下更能夠反映旅遊景點真實且細微情形，從而得知城市中的活動以及遊客的行為，進而協助政府優化資料收集和政策制定方向。因此，本研究根據「澎湖觀光發展整體規劃」，利用社群媒體Instagram打卡貼文數據，選取10個遊憩主題次系統內45處具有代表性的旅遊景點作為依據，研究旨在利用Instagram對澎湖各著名旅遊景點進行遊客人數推估，以彌補官方統計資料之不足，並探討疫情對澎湖觀光旅遊人潮的影響與各景點的吸睛熱度，以及提供政府觀光旅遊及外在環境因素衝擊下之應對參考。研究結果顯示，以Instagram主題標籤貼文(遊客)數進行觀光旅遊人次推估，適用於沒有官方遊客統計的戶外景點採用，其迴歸模型的配適度佳;然而，對於室內景點，此方法則不適用，因其迴歸模型的配適度極差。再從Instagram打卡貼文(遊客)數來看，「摩西分海(奎壁山)」、「跨海大橋」、「雙心石滬」、「篤行十村」、「隘門沙灘」、「山水沙灘」、「鯨魚洞」、「風櫃洞」及「大菓葉柱狀玄武岩」這九個景點不論是平常，亦或是疫情間依然保持高吸睛程度。另外景點「後寮天堂路」在109年3月至8月期間，Instagram打卡貼文(遊客)數擠進十大吸睛景點內，且其景點特性與吸睛榜首「摩西分海(奎壁山)」相同，必需掌握潮汐時間，方能體現該景點的奧秘，是個極具發展淺力旅遊景點。
Penghu possesses rich and unique natural and cultural resources, which are the potential for the region's tourism development and the main reason attracting visitors. According to the "Penghu County National Land Plan" approved in April 2021, the Penghu County government proposed a spatial development vision of "marine ecology, creative tourism, and the sustainable development of Penghu," aiming to establish an orderly and sustainable Penghu Island combining low-carbon ecological conservation and creative tourism. The growth in the number of legal B&Bs reflects the development of the local tourism industry. The achievements in Penghu's tourism not only come from its natural conditions but also include government policy orientations and the continuous efforts of private operators. However, the tourism industry is highly susceptible to external environmental influences, such as the significant impact of the Covid-19 pandemic that broke out at the end of 2019 on the global tourism industry. With the widespread popularity of mobile communications and social media, social media provides a platform for travelers to share travel information and experiences. User-generated content can more authentically reflect travelers' feelings and thoughts. Through the application of Volunteered Geographic Information (VGI) and Location-Based Social Network (LBSN) analysis, it is possible to compensate for the shortcomings of official data and, in many cases, reflect the real and nuanced situations of tourist attractions, thereby understanding activities in the city and tourists' behavior, which in turn helps the government optimize data collection and policy-making directions. Therefore, this study, based on the "Overall Planning for Penghu Tourism Development," uses Instagram check-in post data to select 45 representative tourist attractions within 10 recreational thematic subsystems. The study aims to use Instagram to estimate the number of visitors to various famous tourist spots in Penghu, to compensate for the lack of official statistical data, and to explore the impact of the pandemic on tourist flows in Penghu and the attractiveness of various attractions. It also aims to provide references for government tourism and responses to external environmental factors.The results show that estimating the number of tourists based on Instagram hashtag posts is suitable for outdoor attractions without official tourist statistics, with a good fit for the regression model; however, this method is not applicable to indoor attractions due to the poor fit of their regression models. From the number of Instagram check-in posts (visitors), nine attractions, including"Kuibishan Geopark," "Penghu Great Bridge," "Qimei Twin-Hearts Stone Weir," "Magong Duxing 10th Village," "Aimen Beach," "Shanshui Beach," "Whale Cave," "Fenggui Blowholes," and "Daguoye Columnar Basalt," maintain high levels of attractiveness both during and outside of the pandemic. Additionally, "Penghu Paradise Road " entered the top ten most attractive spots from March to August 2020, and its characteristics and attractiveness are similar to the top spot, "Kuibishan Geopark," requiring timing with the tides to reveal its mystery, making it a highly potential tourist destination.
Penghu possesses rich and unique natural and cultural resources, which are the potential for the region's tourism development and the main reason attracting visitors. According to the "Penghu County National Land Plan" approved in April 2021, the Penghu County government proposed a spatial development vision of "marine ecology, creative tourism, and the sustainable development of Penghu," aiming to establish an orderly and sustainable Penghu Island combining low-carbon ecological conservation and creative tourism. The growth in the number of legal B&Bs reflects the development of the local tourism industry. The achievements in Penghu's tourism not only come from its natural conditions but also include government policy orientations and the continuous efforts of private operators. However, the tourism industry is highly susceptible to external environmental influences, such as the significant impact of the Covid-19 pandemic that broke out at the end of 2019 on the global tourism industry. With the widespread popularity of mobile communications and social media, social media provides a platform for travelers to share travel information and experiences. User-generated content can more authentically reflect travelers' feelings and thoughts. Through the application of Volunteered Geographic Information (VGI) and Location-Based Social Network (LBSN) analysis, it is possible to compensate for the shortcomings of official data and, in many cases, reflect the real and nuanced situations of tourist attractions, thereby understanding activities in the city and tourists' behavior, which in turn helps the government optimize data collection and policy-making directions. Therefore, this study, based on the "Overall Planning for Penghu Tourism Development," uses Instagram check-in post data to select 45 representative tourist attractions within 10 recreational thematic subsystems. The study aims to use Instagram to estimate the number of visitors to various famous tourist spots in Penghu, to compensate for the lack of official statistical data, and to explore the impact of the pandemic on tourist flows in Penghu and the attractiveness of various attractions. It also aims to provide references for government tourism and responses to external environmental factors.The results show that estimating the number of tourists based on Instagram hashtag posts is suitable for outdoor attractions without official tourist statistics, with a good fit for the regression model; however, this method is not applicable to indoor attractions due to the poor fit of their regression models. From the number of Instagram check-in posts (visitors), nine attractions, including"Kuibishan Geopark," "Penghu Great Bridge," "Qimei Twin-Hearts Stone Weir," "Magong Duxing 10th Village," "Aimen Beach," "Shanshui Beach," "Whale Cave," "Fenggui Blowholes," and "Daguoye Columnar Basalt," maintain high levels of attractiveness both during and outside of the pandemic. Additionally, "Penghu Paradise Road " entered the top ten most attractive spots from March to August 2020, and its characteristics and attractiveness are similar to the top spot, "Kuibishan Geopark," requiring timing with the tides to reveal its mystery, making it a highly potential tourist destination.
Description
Keywords
自願性地理資訊, 適地性社群網絡, 使用者生成內容, 社群媒體, 打卡資料, 澎湖觀光旅遊, 吸睛熱度, Covid-19, Volunteered Geographic Information, Location-Based Social Network, User-Generated Content, Social Media, Check-in Data, Penghu Tourism, Attractiveness, Covid-19