本研究以台灣目的地旅遊體驗新創公司KKday為主要研究對象，利用RE-SWOT工具進行KKday的SWOT分析。RE-SWOT工具以線上使用者評論建置SWOT分析矩陣，本研究採用世界最大的旅遊評論網站TripAdvisor的評論，而RE-SWOT工具會利用到評論附帶的星號評等，這個星號評等是由使用者主動提供的，然而TripAdvisor的評論並沒有使用者評分，本研究提出以情緒分數來替代RE-SWOT工具中所需之使用者評分，情緒分數則是使用Python VADER情緒分析套件產生。
根據研究結果顯示，KKday具備的優勢有導遊服務好、便宜且方便使用的景觀台門票、線上信用卡支付方便、使用二維條碼的票券不需現場領票、多選擇的旅遊活動、電話卡的販售領取方便以及軌道自行車和纜車的價格優惠又有趣，而與日月潭有關的產品和服務為待改善之處；此外，Klook在各式活動提供的優惠折扣較受消費者歡迎，是KKday需要注意的威脅因子，以防止KKday使用者轉移至Klook。最後，本研究的方法可以延伸擴展至不同領域的企業，以了解企業和其競爭對手的相關優劣勢。
This study utilizes RE-SWOT tool to perform a SWOT analysis on KKday, which is a Taiwanese local in-destination tours and activities platform. The RE-SWOT tool retrieved online user reviews and ratings to construct SWOT matrix automatically. In this study, the user reviews are retrieved from TripAdvisor because TripAdvisor is the world's largest travel information platform. However, TripAdvisor is lack of user ratings, which are necessary for calculating Feature Performance Score (FPS). This research proposed to make sentiment analysis on user reviews to generate user ratings, and the python package, VADER, was adopted to perform sentiment analysis.
According to the research results, the advantages of KKday include: good tour guide, cheap and convenient tickets of observation deck, convenient online payment by credit card, QR code tickets instead of on-site ticket collection, various tourist activities, easy to collect phone cards, and cheap and interesting rail bikes and cable cars. The activities related to Sun Moon Lake needs to be improved. Besides, the discounts on various activities offered by Klook are more popular with consumers, and hence are a threat that KKday needs to pay attention to prevent KKday customers from transferring to Klook. The proposed method can be extended to other business to help managers to understand the relative advantages and disadvantages of the company and its competitors.
