| 摘要: | 新人舉辦婚宴需花費大量金錢與時間籌備且婚宴涵蓋的服務範圍較廣，在購買婚宴產品及服務前準新人會參考新人在網路分享的消費體驗與建議作為選擇婚宴場地的參考，因此本研究目的為分析線上婚宴論壇之網路評價與評論，以新人的視角探討其對觀光旅館、餐廳及婚宴會館場地消費意見。本研究以截至2019年4月26日止已發佈在論壇上最近2018年底前近兩百篇評論進行分析，新人婚宴體驗分為餐宴、活動、新人專屬三部分，應用內容分析法及意見探勘分析餐點、人員服務、環境、節目、總體價值的特徵詞與意見詞。
研究結果婚宴場地整體表現良好且新人感到滿意，新人皆重視婚宴場地的用餐環境，部分負面意見主要著重於用餐區與新人專屬的環境及交通；三種婚宴場地中觀光旅館以提供全方位服務、高價位、餐點、便利的大眾運輸交通及品牌知名度為定位；
餐廳以提供限制型服務、平價及便利的大眾運輸交通為定位；婚宴會館以提供豪華型服務、中價位、高價值與提供專業的新人包套服務為定位；此研究結果在實務方面可提供婚宴場地業者與經營者之參考，同時亦作為業者在行銷策略上有效分配資源及增強婚宴場地的優勢。
Couples cost lots of money and spend much time on holding a wedding. It is cover-ing a wide range of services for holding a wedding. Prospective couples will take couples’ experience and suggestions on online as reference for choosing wedding venues, before buying. The study purposes are 1) analyzing online ratings and reviews on online wed-ding forum, and 2) exploring opinions of hotels, restaurants and wedding banquet halls at the perceptive of couples. There were 600 reviews collected on 26 April, 2019, and each 200 reviews about hotels, restaurants, wedding banquets were most recent at the end of 2018.There are three parts services of wedding banquets, such as dining, activities, and just for couples. This study employs content analysis and opinion mining to analyze fea-ture words and opinion words of wedding banquets in five dimensions, foods, services, environments, programs and overall value.
The performance of wedding venues is good and couples are satisfied. Couples care about dining environment in dining area most. There are still few negative opinions main-ly about physical environment in dining area, services just for couples, and traffic. Among three types of wedding venues, hotels banquets focus on providing full-service, high price, food, public transportation, and brand reputation. Restaurants focus on providing limited service, budget price, and public transportation. Wedding banquet halls focus on provid-ing luxury service, moderately-priced, high value and package services just for couples. The research offers reference for wedding providers and managers to allocating resource effectively and enhancing the advantages of wedding venues. |
