| Abstract |
With the rapid development of Internet and information technologies, consumers are able to browse and acquire information from Internet. The issue of online Word-of-Mouth has drawn the attention of academic researchers and web-site managers. Consumers share their experience on products and publish their evaluations, opinions, intentions and commends. Many studies discover that online Word-of-Mouth, which is not limited to contact face to face, is more influential compared to general advertisements. The statistics in 2011 from Taiwan Tourism Bureau indicate that the top two tourists come from Japan and China, and there is more surprise that the main tourist spots are night markets. There are dozens of night markets everywhere in Taiwan, and some of these night markets have become famous spots in the eyes of travelers. This study is based on the qualitative method to explore the information about Taiwan night market from consumers in electronic bulletin board in four different languages(Traditional Chinese, Simplified Chinese, Japanese, and English).We analysis these commands, sentences from consumers using online semantic analysis parsers, and acquire keywords in Noun, Verb, and Adjective from four kinds of languages. After analyzing keywords, a social networking analysis is conducted to understand the relationship between these keywords. The results show that consumers using different languages are all interesting in ˇ§Foodˇ¨ about Taiwan night market, and some common and different keywords between four languages are listed. Suggestions about the strategies for tourists, industries and night market supervisors are provided, as well. This study can also enhance relevant comments by tourists, promote the operational performance and the marketing strategies of tourism, and allow tourists to acquire more information as a valuable reference. |
