| 摘要: | 近年來台灣投入相當多的心力發展觀光產業，其中原住民觀光由觀光局列為台灣觀光品牌十大旅遊元素之一。而成功的原住民觀光發展相當程度取決於目的地意象的呈現，若能營造原住民部落為一個獨特且良好的旅遊目的地，將能有效吸引觀光客的注意和興趣，進而決定前往部落旅遊。本研究旨在瞭解遊客實際至原住民觀光地區旅遊前及旅遊後，他們對於原住民觀光的意象分別為何，研究針對220位前往新竹縣尖石鄉司馬庫斯部落的遊客進行旅遊前與旅遊後二階段問卷收集。質性分析發現，受訪者對司馬庫斯之整體意象主要有體驗原住民文化、欣賞大自然美景、偏遠觀光景點及經濟發展落後四部份。在情感意象部份，旅遊前的神秘意象在實際造訪後轉換為熱情意象，寧靜的意象轉變為商業化及擁擠意象。在獨特意象部份，受訪者指出Tnunan共有共享制度、神木及原住民文化是司馬庫斯最特別之處；量化研究則發現，旅遊前及旅遊後在司馬庫斯是髒亂／貧窮的地方、廣泛多樣的購物設施、安全的旅遊景點、有運動健身的機會、經濟發展不佳、現代化程度佳等變數的看法有顯著差異。研究結果有助於學術界對部落觀光旅遊意象之瞭解，在實務面可建議提供予政府觀光單位參考。
The Taiwan Tourism Bureau uses Amis aboriginal peoples’ language - "Naruwan, Welcome to Taiwan" as the slogan of tourism marketing and makes a lot of efforts to promote tribe tourism, hoping to increase job opportunity, preserve aboriginal culture, and provide different choice to city people. Destination image is vital for tourism marketing and is an important factor of consumer destination choice. Traveling in aboriginal tribes needs to spend time and money, tourists decide to travel in aboriginal tribes only when they have positive expect, image, and information of tribes. Destination image has been proved to have positive influence on travel satisfaction, loyalty, as well as recommend and revisit willingness . Effective marketing strategies could be made only realizing customers’ interest, feeling, and preference. This study aimed to realize identify indigenous tribes’ tourist image in Taiwan. Both qualitative and quantity methods were used and 210 questionnaires had obtained from tourists of Smangus tribe. The questionnaire included 3 parts. The first part used 3 open-ended questions to realize aboriginal tribes’ attributes-holistic, functional-psychological, and common-unique culinary image. Wolfpack software had been used to analyze obtained information.The findings of both qualitative and quantity analysis indicated tourists’ attributes-holistic tribe image included aboriginal culture experience, nature sceneries enjoyment, a remote and secret tourist attraction, and an area of poor economic development. About functional-psychological image, tourists indicated quiet, beautiful, secret, and original were their feeling while visiting tribe. The image of crowded and business were negative image and worth the tourism authorities to pay attention. About unique image, the tribe’s Tnunan traditional management system, giant cypress tree, and unique aboriginal culture were evaluated as the most unique image and could be important marketing sources in the future. The results of this study could increase the knowledge of indigenous tribe images, as well as providing suggestions to indigenous tribe tourism. |
