本研究為探究如何應用認知心理學的角度來解釋旅遊資料中是否存在旅客對旅遊經驗的典型性。研究者透過訪談觀察，歸納出十二個旅遊的重要元素，並以認知基模建立以故事基模為主且事件基模為輔的日本旅遊基模。繼而，將建立之日本旅遊基模運用至現有的旅遊規劃資料，如：旅行社之旅遊套裝行程、Let’s go to Japan旅遊規劃系統(鄭中平，2017)，以探討認知基模概念能否解釋以上兩種旅遊規劃資料的架構。本研究成果不但以旅遊經驗所形成的典型架構提供改善旅遊規劃的參考資訊，更重要地，從認知心理學的觀點分析解釋旅遊資料的典型性。

This study explores how to use the perspective of cognitive psychology to explain patterns in travel experience. Based on traveler interviews, we summed up the twelve most important elements of travel planning and established a Japan travel schema based on story schema and supplemented by event schema. Then, we sorted out the package tours in the market to explore whether or not the Japan travel schema can explain travel planning well, and applied the Japan travel schema to the “Let's go to Japan” travel planning system (Cheng, 2017) to explore whether or not cognitive schema can explain the output of the text mining- and association-based system. The results of this study not only provide reference information for improving the direction of travel planning, but more importantly, can strengthen the integration of cognitive psychology and travel related information.

中文參考文獻：
交通部觀光局. (2018). 106年國人旅遊狀況調查. 取自交通部觀光局行政資訊系統. http://admin.taiwan.net.tw/upload/statistic/20180727/5048b653-49d6-4dda-8a20-ba3bacfbd5fc.docx
沈進成, 廖若岑, & 周君妍. (2005). 遊客體驗、旅遊意象、滿意度與忠誠度影響關係之研究－以華山咖啡爲例. 戶外遊憩研究, 18(3), 59-79.
doi: 10.6130/jors.2005.18(3)3
林佳蓉. (2017). 女性自助旅行者網路使用行為與旅行體驗之研究—以日本旅遊為例,，南華大學旅遊管理碩士論文,未發表, 南華大學, 台灣.
林彥宏. (2006). 觀光吸引力及觀光形象認知對顧客滿意與重遊意願的影響－免簽證後日本旅遊市場之實證研究,，真理大學管理科學碩士論文,未發表, 真理大學, 台灣.
金柏均. (2013). 花蓮旅遊景點查詢及推薦系統, 東華大學資訊工程碩士論文,未發表, 東華大學, 台灣.
高淑珍. (2004). 應用資料探勘於顧客回應模式之研究─以國內A壽險公司為例, ，成功大學企業管理碩士論文,未發表, 成功大學, 台灣.
莊宗南, 龔榮源, & 陳俊龍. (2006). 以資料探勘技術建立病患就醫導引－以胃腸科病患為例. [Establishment of the Patient Guide Using Data Mining Techniques]. 醫療資訊雜誌, 15(1), 17-34.
doi: 10.29829/tjtami.200603.0002
陳垂呈. (2010). 疾病診斷異常之偵測：關聯規則之應用. 輔仁管理評論, 17(1), 121-141.
陳皎眉, 王叢桂, & 孫蒨如. (2008). 社會心理學: 雙葉書廊.
葉泉宏. (2016). 日本入境觀光的特色與發展趨勢, 社會類演講. 真理大學優質通識教育研討會, 台灣.
廖啟順, 莊惠凱, 蔡銘哲, 陳英華, 賴巧宜, & 黃筠婷. (2013). 日本旅遊目的地：台灣旅客滿意度及重遊意願分析. 休閒事業研究, 11(2), 28-40.
doi: 10.6746/lir.201306_11(2).0002
鄭中平. (2017). 鄉民帶你去旅行：日本篇, 資料科學演講. 台灣資料科學年會, 台灣.
盧濟安. (2009). 含住宿及興趣景點考量之旅遊規劃系統, ，淡江大學資訊管理碩士論文,未發表, 淡江大學, 台灣.
英文參考文獻：
Aggarwal, C. C. (2015). Data mining: the textbook: Springer.
Agrawal, R., Imieli, T., & Swami, A. (1993). Mining association rules between sets of items in large databases. SIGMOD Rec., 22(2), 207-216.
doi: 10.1145/170036.170072
Anderson, R. C. (1978). Schema-Directed Processes in Language Comprehension. In A. M. Lesgold, J. W. Pellegrino, S. D. Fokkema & R. Glaser (Eds.), Cognitive Psychology and Instruction, (pp. 67-82). Boston, MA: Springer US.
Bartlett, F. C., & Burt, C. (1933). REMEMBERING: A STUDY IN EXPERIMENTAL AND SOCIAL PSYCHOLOGY. British Journal of Educational Psychology, 3(2), 187-192.
doi: 10.1111/j.2044-8279.1933.tb02913.x
Brewer, W. F., & Lichtenstein, E. H. (1980). Event schemas, story schemas, and story grammars. Center for the Study of Reading Technical Report; no. 197.
Constantinides, P. C., Hansma, S., Tchou, C., & Rudnicky, A. I. (1998). A schema based approach to dialog control. Fifth International Conference on Spoken Language Processing.
Fayyad, U. M., Piatetsky-Shapiro, G., & Smyth, P. (1996). From data mining to knowledge discovery: an overview. In M. F. Usama, P.-S. Gregory, S. Padhraic & U. Ramasamy (Eds.), Advances in knowledge discovery and data mining, (pp. 1-34): American Association for Artificial Intelligence.
Glaser, B. G., & Strauss, A. L. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research: Aldine.
Glasson, J., Therivel, R., Weston, J., Wilson, E., & Frost, R. (1997). EIA-Learning from Experience: Changes in the Quality of Environmental Impact Statements for UK Planning Projects. Journal of Environmental Planning and Management, 40(4), 451-464.
doi: 10.1080/09640569712038
Hammond, K. J. (1990). Case-based planning: A framework for planning from experience. Cognitive Science, 14(3), 385-443.
doi: https://doi.org/10.1016/0364-0213(90)90018-R
Hard, B. M., Tversky, B., & Lang, D. S. (2006). Making sense of abstract events: Building event schemas. Memory & Cognition, 34(6), 1221-1235.
doi: 10.3758/BF03193267
Lu, X., Wang, C., Yang, J.-M., Pang, Y., & Zhang, L. (2010). Photo2Trip: generating travel routes from geo-tagged photos for trip planning. Paper presented at the Proceedings of the 18th ACM international conference on Multimedia, Firenze, Italy.
Mandler, J. M., & DeForest, M. (1979). Is There More Than One Way to Recall a Story? Child Development, 50(3), 886-889.
doi: 10.2307/1128960
Mandler, J. M., & Johnson, N. S. (1977). Remembrance of things parsed: Story structure and recall. Cognitive Psychology, 9(1), 111-151.
doi: https://doi.org/10.1016/0010-0285(77)90006-8
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.
doi: https://doi.org/10.1016/j.tourman.2014.01.012
Rand, M. K. (1984). Story Schema: Theory, Research and Practice. The Reading Teacher, 37(4), 377-382.
Rumelhart, D. E. (1975). NOTES ON A SCHEMA FOR STORIES A2 - BOBROW, DANIEL G. In A. Collins (Ed.), Representation and Understanding, (pp. 211-236). San Diego: Morgan Kaufmann.
Rumelhart, D. E. (1978). Schemata: The Building Blocks of Cognition: Center for Human Information Processing, University of California, San Diego.
Rumelhart, D. E., & Ortony, A. (1977). Schooling and the acquisition of knowledge Hillsdale (N. Erlbaum Ed.). London: Routledge.
Rumelhart, D. E., & Ortony, A. (1982). The representation of knowledge in memory. Infancia y Aprendizaje, 5(19-20), 115-158.
doi: 10.1080/02103702.1982.10821949
Schank, R. C., & Abelson, R. P. (1975). Scripts, plans, and knowledge. Paper presented at the Proceedings of the 4th international joint conference on Artificial intelligence - Volume 1, Tblisi, USSR.
Skyscanner. (2017). 台灣旅客熱愛日本旅遊原因調查報告. 取自 https://www.skyscanner.com.tw/news/why-do-you-love-japan
Soo, V.-W., & Liang, S.-H. (2001). Recommending a Trip Plan by Negotiation with a Software Travel Agent. Cooperative Information Agents V, Berlin, Heidelberg.
Spiro, R. J., Bruce, B. C., & Brewer, W. F. (2017). Theoretical Issues in Reading Comprehension: Perspectives from Cognitive Psychology, Linguistics, Artificial Intelligence and Education: Taylor & Francis.
Stein, N., & Glenn, C. (1979). An Analysis of Story Comprehension in Elementary School Children. In R. O. Freedle (Ed.), New directions in discourse processing Advances in discourse processing (Vol. 2, pp. 53-120). Norwood, NJ: Ablex.
Thorndyke, P. W. (1977). Cognitive structures in comprehension and memory of narrative discourse. Cognitive Psychology, 9(1), 77-110.
doi: https://doi.org/10.1016/0010-0285(77)90005-6
Thorndyke, P. W., & Yekovich, F. R. (1980). A critique of schema-based theories of human story memory. Poetics, 9(1), 23-49.
doi: 10.1016/0304-422X(80)90011-X
Tung, V. W. S., & Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367-1386.
doi: https://doi.org/10.1016/j.annals.2011.03.009
Vansteenwegen, P., Souffriau, W., Berghe, G. V., & Oudheusden, D. V. (2011). The City Trip Planner: An expert system for tourists. Expert Systems with Applications, 38(6), 6540-6546.
doi: https://doi.org/10.1016/j.eswa.2010.11.085