Mapping aboriginal tourism experiences in Taiwan: A case of the Formosan Aboriginal Culture Village

Exploring tourist experience through analyzing user-generated content (UGC) has been considered as an appropriate approach for experience studies due to the rich information from the perspective of tourists. Thus, this study identified the conceptual map of individuals’ aboriginal tourism experiences by analyzing UGC, including photos and texts. A total of 206 photos and 278 reviews posted by tourists on TripAdvisor were collected and analyzed. Photo content analysis showed that aboriginal culture emerged as the most indelible experience for visitors. Analysis of text data disclosed key themes: park, tribe, car, garden, and children. Further analysis found different patterns in tourist experiences across numerous travel parties and satisfaction levels. This study explored tourists’ narratives and identified important concepts and themes of their ‘lived experience’ of aboriginal tourism. The findings of this study contribute to expanding theoretical knowledge by introducing innovative analytic techniques. Practically, this study offers a blueprint for designing the aboriginal tourism product, which can optimize the tourist experience. In addition, the differences in tourist experience with regard to travel party and level of satisfaction suggest specific marketing strategies for different segments.