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題名 台北的越南菜：線上評論分析及品牌推廣建議
Vietnamese Cuisine in Taipei: Online Review Analysis and Brand Enhancement Suggestions作者 阮香江
Nguyen, Huong Giang貢獻者 卞中佩
Chung-pei Pien
阮香江
Huong Giang Nguyen關鍵詞 越南菜
台灣越南菜
台北越南餐廳
在線評論
谷歌評論
美食外交
Vietnamese cuisine
Vietnamese food in Taiwan
Vietnamese restaurants in Taipei
Online Review
Google Reviews
Gastrodiplomacy日期 2024 上傳時間 5-Aug-2024 14:57:42 (UTC+8) 摘要 截至2022年12月，在台外國人數已超過79.6萬人，其中越南人口數佔約24萬人。在台灣社會，越南移民是來自東南亞國家移民中最大的移民社群之一。追隨著遊客的腳步，越南餐館的出現成為了一種謀生方式，滿足越南人享受故鄉美食的需求，同時也體現了台灣充滿活力和潛力的飲食市場。隨著當地人對越南菜的接受度，越南餐廳數量顯著增加。然而，在台灣，人們對越南菜的口味和是否道地有許多分歧。因此，本研究旨在透過線上評論，以及實際造訪經驗來分析在台北的越南餐廳現況。本研究使用谷歌地圖和谷歌地圖評論收集了台北260家越南餐廳的資訊以及12,160條中英文評論。本研究應用文本與圖片分析，人們之實際體驗及台灣媒體中的資訊將上述數據進行分析。本研究結果表明，大多數的越南餐廳皆可被歸在休閒類，包括57家餐廳, 130家小吃店，和57家路邊攤，平均價格較低，介於100-150新台幣之間。在台北較受歡迎的越南菜包含河粉、春捲、麵包和咖啡。顧客讚賞越南菜，而其衛生與服務態度仍待改善。雖然越南菜在台灣飲食市場深受歡迎，本研究提出有關在台北的越南菜的特色及正宗性問题。最後，本研究對此提出建議以加強推廣台灣的越南餐廳品牌，同時也對越南向世界推廣其美食的運動做出貢獻。
As of December 2022, the number of Vietnamese residents in Taiwan was about 240,000 out of more than 796,000 foreigners in Taiwan. It is considered one of the largest immigrant communities from Southeast Asian countries. Following the footsteps of immigrants, Vietnamese restaurants have appeared as a means of earning a living, serving the needs of enjoying the tastes of the country, and participating in Taiwan’s vibrant and potential food business market. The number of restaurants tends to increase because local people accept Vietnamese cuisine. However, many conflicting opinions about the taste and authenticity of Vietnamese foods have been raised in Taiwan. Therefore, this study aims to clarify the situation of Vietnamese cuisine and restaurants through online reviews and visits to Taipei’s Vietnamese restaurants. The study uses Google Maps and Google Maps Reviews to collect information about 260 Vietnamese restaurants in Taipei and 12,160 customer reviews in Chinese and English. The study applies text and image analysis, field trips to restaurants, and news from official Taiwanese media channels to analyze the above data. The result shows that most Vietnamese restaurants in Taipei concentrate on and under the casual segment, including 57 casual restaurants, 130 shops, and 57 food stalls, with lower medium prices from 100 to 150 NT. Some popular Vietnamese dishes in Taipei are Pho, Spring Rolls, Bread, and Coffee. Customers appreciate Vietnamese foods but require that hygiene and service attitudes be improved. Although the Taiwanese market welcomes Vietnamese cuisine, the study raises questions about Vietnamese identity in its culinary culture in Taipei. Finally, the study makes some suggestions to consider the authentic culinary business segment, enhance the Vietnamese culinary brand in Taiwan, and contribute a voice to the movement of Vietnamese society to promote its cuisine to the world.參考文獻 English References ALLEMANDOU, S. (2010). 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Photos’ Links Deep Fried Pho: http://www.savourydays.com/cach-lam-pho-chien-phong/ Dried Pho: https://dulich.laodong.vn/am-thuc/pho-hai-to-dac-san-gia-lai-khach-goi-mot-duoc-hai-1230748.html Glass Noodles: https://danviet.vn/tuyet-chieu-nau-hu-tieu-thap-cam-chuan-vi-thom-ngon-20210308105023348.htm Goût de France: https://www.france.fr/en/campaign/gout-france-good-france Image of Authentic Vietnamese food at Vietnamese prices: https://www.taipeitimes.com/News/feat/archives/2005/06/10/2003258769 Instant noodles: https://thanhnien.vn/chuyen-gia-noi-gi-ve-nhung-van-de-lien-quan-suc-khoe-khi-dung-mi-an-lien-1851511947.htm Noodles: https://giaoducthoidai.vn/cach-lam-mi-tuoi-la-hoanh-thanh-huong-vi-dac-biet-tai-nha-post168524.html Northern Pho: https://tuoitre.vn/vietnam-pho-festival-2023-mang-bi-kip-gia-truyen-den-nhat-20230929082530144.htm#content-3 Origin of Pho and Pot au feu: https://en.wikipedia.org/wiki/Pot-au-feu Pho’s Day: https://ngaycuapho12thang12.tuoitre.vn/ Pho (Flat rice noodles): https://organicfood.vn Pho Rolls: https://vtc.vn/cach-lam-pho-cuon-ha-noi-ngon-va-de-dang-ar767566.html Rice noodles: https://bepnhabeo.blogspot.com/2018/06/bun-tuoi-bun-soi-nho.html Sour Pho: https://vietnamnet.vn/mon-pho-chua-voi-nuoc-sot-than-thanh-lam-ki-cong-hang-chuc-nguyen-lieu-cao-bang-2070955.html Southern Pho: https://cdn.tuoitre.vn/2022/12/30/photo-1-1672387755372677819952.jpg ThaiSelect: https://www.thaiselect.com/ Vermicelli: https://vtc.vn/co-phai-mien-dong-khong-chua-tinh-bot-an-nhieu-khong-so-beo-ar674308.html Vietnam Cuisine Culture Association: http://vcca.vn 描述 碩士
國立政治大學
全球傳播與創新科技碩士學位學程
111ZM1020資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111ZM1020 資料類型 thesis dc.contributor.advisor 卞中佩 zh_TW dc.contributor.advisor Chung-pei Pien en_US dc.contributor.author (Authors) 阮香江 zh_TW dc.contributor.author (Authors) Huong Giang Nguyen en_US dc.creator (作者) 阮香江 zh_TW dc.creator (作者) Nguyen, Huong Giang en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 14:57:42 (UTC+8) - dc.date.available 5-Aug-2024 14:57:42 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 14:57:42 (UTC+8) - dc.identifier (Other Identifiers) G0111ZM1020 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152940 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 全球傳播與創新科技碩士學位學程 zh_TW dc.description (描述) 111ZM1020 zh_TW dc.description.abstract (摘要) 截至2022年12月，在台外國人數已超過79.6萬人，其中越南人口數佔約24萬人。在台灣社會，越南移民是來自東南亞國家移民中最大的移民社群之一。追隨著遊客的腳步，越南餐館的出現成為了一種謀生方式，滿足越南人享受故鄉美食的需求，同時也體現了台灣充滿活力和潛力的飲食市場。隨著當地人對越南菜的接受度，越南餐廳數量顯著增加。然而，在台灣，人們對越南菜的口味和是否道地有許多分歧。因此，本研究旨在透過線上評論，以及實際造訪經驗來分析在台北的越南餐廳現況。本研究使用谷歌地圖和谷歌地圖評論收集了台北260家越南餐廳的資訊以及12,160條中英文評論。本研究應用文本與圖片分析，人們之實際體驗及台灣媒體中的資訊將上述數據進行分析。本研究結果表明，大多數的越南餐廳皆可被歸在休閒類，包括57家餐廳, 130家小吃店，和57家路邊攤，平均價格較低，介於100-150新台幣之間。在台北較受歡迎的越南菜包含河粉、春捲、麵包和咖啡。顧客讚賞越南菜，而其衛生與服務態度仍待改善。雖然越南菜在台灣飲食市場深受歡迎，本研究提出有關在台北的越南菜的特色及正宗性問题。最後，本研究對此提出建議以加強推廣台灣的越南餐廳品牌，同時也對越南向世界推廣其美食的運動做出貢獻。 zh_TW dc.description.abstract (摘要) As of December 2022, the number of Vietnamese residents in Taiwan was about 240,000 out of more than 796,000 foreigners in Taiwan. It is considered one of the largest immigrant communities from Southeast Asian countries. Following the footsteps of immigrants, Vietnamese restaurants have appeared as a means of earning a living, serving the needs of enjoying the tastes of the country, and participating in Taiwan’s vibrant and potential food business market. The number of restaurants tends to increase because local people accept Vietnamese cuisine. However, many conflicting opinions about the taste and authenticity of Vietnamese foods have been raised in Taiwan. Therefore, this study aims to clarify the situation of Vietnamese cuisine and restaurants through online reviews and visits to Taipei’s Vietnamese restaurants. The study uses Google Maps and Google Maps Reviews to collect information about 260 Vietnamese restaurants in Taipei and 12,160 customer reviews in Chinese and English. The study applies text and image analysis, field trips to restaurants, and news from official Taiwanese media channels to analyze the above data. The result shows that most Vietnamese restaurants in Taipei concentrate on and under the casual segment, including 57 casual restaurants, 130 shops, and 57 food stalls, with lower medium prices from 100 to 150 NT. Some popular Vietnamese dishes in Taipei are Pho, Spring Rolls, Bread, and Coffee. Customers appreciate Vietnamese foods but require that hygiene and service attitudes be improved. Although the Taiwanese market welcomes Vietnamese cuisine, the study raises questions about Vietnamese identity in its culinary culture in Taipei. Finally, the study makes some suggestions to consider the authentic culinary business segment, enhance the Vietnamese culinary brand in Taiwan, and contribute a voice to the movement of Vietnamese society to promote its cuisine to the world. en_US dc.description.tableofcontents CHAPTER 1: INTRODUCTION 1 1.1 Research Problem 1 1.2 Research Objectives 3 1.3 Research Questions 3 1.4 Scope of the Study 3 1.5 Capstone Project Layout 4 CHAPTER 2: LITERATURE REVIEW 5 2.1 Vietnamese Cuisine Situation in the World and in Taiwan 5 2.2 Vietnamese Society’s Movement in Promoting its Cuisine 6 2.3 Market Segmentation in Food Industry 7 2.4 The Role of Intercultural Communication 8 2.5 Customer Research in Digital Age 9 2.6 Related Research on Situation of Vietnamese Restaurants in Taiwan 10 CHAPTER 3: METHODOLOGY 12 3.1 Methodology 12 3.2 Data 13 3.2.1 Vietnamese Restaurants in Taipei 14 3.2.2 Online Review Data Set 19 3.2.3 Dictionary for Text Analysis 22 3.2.4 Menu and Restaurant Visual Data Set 23 3.3 Explore Restaurants in Taipei 24 CHAPTER 4: RESULT 26 4.1 The Situation of Vietnamese Restaurants in Taipei 26 4.1.1 Business Status and Distribution of Restaurants in Districts 26 4.1.2 Vietnamese Restaurants’ Segments and Prices 28 4.1.3 Popular Vietnamese Food and its Variations in Taipei 30 4.2 Customers’ Perceptions of Vietnamese Cuisine and Restaurant in Taipei 39 4.2.1 The Reviews of 154 Vietnamese Restaurants 39 4.2.2 Red Yen ( 紅燕餐廳), the only Premium Vietnamese Restaurant 44 4.2.3 Media Coverage of Vietnamese Cuisine in Taiwan 48 CHAPTER 5: DISCUSSIONS 52 5.1 How to Enhance the Vietnamese Culinary Brand? 52 5.2 The Study’s Limitation and Future Research 55 REFERENCES 57 English References 57 French References 63 Chinese References 63 Vietnamese References 64 Database 65 Photos’ Links 66 APPENDIX 67 1. Case Studies of France and Thailand: National Food Promotions 67 2. Kind of noodles in Vietnam cuisine 69 3. Chinese Sentimental Dictionary 71 4. English Sentimental Dictionary 87 zh_TW dc.format.extent 6933945 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111ZM1020 en_US dc.subject (關鍵詞) 越南菜 zh_TW dc.subject (關鍵詞) 台灣越南菜 zh_TW dc.subject (關鍵詞) 台北越南餐廳 zh_TW dc.subject (關鍵詞) 在線評論 zh_TW dc.subject (關鍵詞) 谷歌評論 zh_TW dc.subject (關鍵詞) 美食外交 zh_TW dc.subject (關鍵詞) Vietnamese cuisine en_US dc.subject (關鍵詞) Vietnamese food in Taiwan en_US dc.subject (關鍵詞) Vietnamese restaurants in Taipei en_US dc.subject (關鍵詞) Online Review en_US dc.subject (關鍵詞) Google Reviews en_US dc.subject (關鍵詞) Gastrodiplomacy en_US dc.title (題名) 台北的越南菜：線上評論分析及品牌推廣建議 zh_TW dc.title (題名) Vietnamese Cuisine in Taipei: Online Review Analysis and Brand Enhancement Suggestions en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) English References ALLEMANDOU, S. (2010). French chew over cuisine being placed on UNESCO list. 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Photos’ Links Deep Fried Pho: http://www.savourydays.com/cach-lam-pho-chien-phong/ Dried Pho: https://dulich.laodong.vn/am-thuc/pho-hai-to-dac-san-gia-lai-khach-goi-mot-duoc-hai-1230748.html Glass Noodles: https://danviet.vn/tuyet-chieu-nau-hu-tieu-thap-cam-chuan-vi-thom-ngon-20210308105023348.htm Goût de France: https://www.france.fr/en/campaign/gout-france-good-france Image of Authentic Vietnamese food at Vietnamese prices: https://www.taipeitimes.com/News/feat/archives/2005/06/10/2003258769 Instant noodles: https://thanhnien.vn/chuyen-gia-noi-gi-ve-nhung-van-de-lien-quan-suc-khoe-khi-dung-mi-an-lien-1851511947.htm Noodles: https://giaoducthoidai.vn/cach-lam-mi-tuoi-la-hoanh-thanh-huong-vi-dac-biet-tai-nha-post168524.html Northern Pho: https://tuoitre.vn/vietnam-pho-festival-2023-mang-bi-kip-gia-truyen-den-nhat-20230929082530144.htm#content-3 Origin of Pho and Pot au feu: https://en.wikipedia.org/wiki/Pot-au-feu Pho’s Day: https://ngaycuapho12thang12.tuoitre.vn/ Pho (Flat rice noodles): https://organicfood.vn Pho Rolls: https://vtc.vn/cach-lam-pho-cuon-ha-noi-ngon-va-de-dang-ar767566.html Rice noodles: https://bepnhabeo.blogspot.com/2018/06/bun-tuoi-bun-soi-nho.html Sour Pho: https://vietnamnet.vn/mon-pho-chua-voi-nuoc-sot-than-thanh-lam-ki-cong-hang-chuc-nguyen-lieu-cao-bang-2070955.html Southern Pho: https://cdn.tuoitre.vn/2022/12/30/photo-1-1672387755372677819952.jpg ThaiSelect: https://www.thaiselect.com/ Vermicelli: https://vtc.vn/co-phai-mien-dong-khong-chua-tinh-bot-an-nhieu-khong-so-beo-ar674308.html Vietnam Cuisine Culture Association: http://vcca.vn zh_TW
