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系統識別號 U0026-0508202010155100
論文名稱(中文) YouTube永續旅行影片之叙事分析研究
論文名稱(英文) Narrative Analysis of Sustainable Travel Video on YouTube
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industries Design
學年度 108
學期 2
出版年 109
研究生(中文) 魏珊如
研究生(英文) Alexandra Ruth Santoso
學號 PA6077068
學位類別 碩士
語文別 英文
論文頁數 143頁
口試委員 指導教授-高如妃
口試委員-陳明惠
口試委員-楊佳翰
口試委員-周學雯
中文關鍵字 永續旅行  UNWTO  生產消費者  Web 2.0  YouTube  敘事分析 
英文關鍵字 Sustainable Travel  UNWTO  Prosumption  Web 2.0  YouTube  Narrative Analysis 
學科別分類
中文摘要 在過去六十年內,旅遊業急速擴張,成為全球經濟增速最快和規模擴張最矚目的行業。作為旅遊消費者,遊客是一個旅遊地實施可持續發展的主要障礙,但也是首要推動者。在永續旅行中,遊客不僅是在消費旅遊,更是視確保自身發起或參與可持續行動為己任並以這種方式實現永續。另一方面,隨著Web 2.0的高速發展,消費者可以便捷地通過線上創造輸出內容。本研究重點研究YouTube上由生產性消費者上傳的關於永續旅行的影片,採用敘事分析的研究方法研究影片內容,敘事結構,視覺和內容呈現。此外,還通過主題分析的研究方法分析了影片評論區觀眾們的各種反應。自世界旅遊組織定另2017年為國際永續觀光發展年,本研究內影片樣本為此研究自2017開始至2020年2月期間上傳之影片。研究結果表明,永續旅行影片大體分為兩種不同的影片結構:以文本為主體和以視覺為主體,影片的開頭,內容主體,結尾,此類時間框架也各不相同。有些影片還按次序提及了永續旅行原則,又或特別通過以動態視覺內容和不同敘述者的表述來呈現說明。而且,大多數永續旅行影片的內容與聯合國世界旅遊組織的宗旨之一——發展永續旅遊高度吻合,同時湧現了一些新穎有趣的主題。再者,影片的評論中觀眾們表達了對永續旅行的情感和認可認同,還分享了他們的經驗,並開展了一些延續話題討論。
英文摘要 Tourism has expanded and become the world’s fastest and largest growing economic sector in these past six decades. As the consumer of tourism, tourists are the main barriers but also the primary facilitator for a destination to be sustainable. Sustainable travel is where tourists are not only consuming tourism, but also will assure themselves to produce sustainable action as a form of personal responsibility to achieve sustainability. On the other hand, with the progressive development of Web 2.0, consumers are facilitated to produce their content online. This study focuses on examining the sustainable travel videos created by prosumers on YouTube. Narrative analysis methodology is used to investigate the video contents, narrative structures, visual, and performances. Furthermore, the audience reactions on the video comments are also analyzed with thematic analysis method. Since UNWTO set 2017 as the International Year of Sustainable Tourism for Development, the video samples in this study are videos uploaded from 2017 to February 2020 when this research study started. The results show that the sustainable travel videos are presented in two different video structures; text based and visual based. The structure of the video timeframe from the opening, body content and closing are also varied. Some videos mention about sustainable travel principles in numerical order or emerge it practically on the video with dynamic visual contents and various narrator’s expressions. Moreover, most of video contents have high correspondence level with the sustainable travel practice by UNWTO and also come up some new interesting themes. In the video comments, the audiences express their affection and self-authentication toward sustainable travel, share their experiences, and also show some continuous discourses.
論文目次 Table of Content
Abstract i
摘要 ii
Acknowledgement iii
Table of Content iv
List of Figure vi
List of Table vii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Objective 3
1.3 Research Frameworks 4
CHAPTER 2 LITERATURE REVIEW 5
2.1 Sustainable Tourism 5
2.2 Sustainable Travel 6
2.2.1 Development of Sustainable Travel Terminology 6
2.2.2 Sustainable Travel Strategies by United Nation of World Tourism Organization 8
2.3 Prosumption 9
2.3.1 Prosumption Definition 9
2.3.2 Prosumption Development 9
2.4 Digital Narrative 12
2.4.1 Vlogging and travel vlog 13
CHAPTER 3 METHODOLOGY 16
3.1 Narrative Analysis 16
3.2 Video Data Collection and Analysis Procedure 18
3.3 YouTube Video Comments Data Collection and Analysis 20
CHAPTER 4 RESEARCH FINDINGS 21
4.1 Structure Analysis 21
4.1.1 Text and Visual Base Narrative 21
4.1.2 Video Timeline 22
4.2 Visual Analysis 35
4.3 Performance Analysis 38
4.4 Thematic Analysis 44
4.4.1 Responsible to the environment 44
4.4.2 Support the local economy 51
4.4.3 Respect the social and culture 54
4.4.4 Be an informed traveler 55
4.4.5 Other themes 56
4.5 Video Comment Thematic Analysis 58
CHAPTER 5 DISCUSSION 64
5.1 Video Narrative Structure 65
5.2 The Value Expression of UNWTO’s Sustainable Travel Principals 66
5.3 The Performance and Video Intention 69
5.4 Sustainable Travel YouTube Video Comment 70
CHAPTER 6 CONCLUSION 72
REFERENCES 80
APPENDIX 87
I. Video Transcript and Caption 87
1.1. Vagabrother 87
1.2 Holiday Extras Travel Guide 92
1.3 Madeline Olivia 95
1.4 Kristen & Siya 98
1.5 Levi Hildebrand 101
1.6 The Girl Gone Green 104
1.7 Gabriel Traveler 106
1.8 Just Joe Lee 108
1.9 Currently Hannah 110
1.10 Yes Theory 115
II. Video Comments 121
III. Video Comments Codes Result 130

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Yes Theory. (2020, February 3). Traveling on The World’s Most Dangerous Road [Video File]. Retrieved from https://www.youtube.com/watch?v=SCdA1QnbFOc&t=2s


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