本研究聚焦在平面雜誌對生態旅遊的再現上,與生態旅遊實質上的意涵有所什麼樣的落差。生態旅遊是一種以永續發展為目標的旅遊型態,強調在經濟利益與保育計畫中取得平衡,多施行於自然環境或相對未受破壞的生態敏感區,諸如保護區、國家公園、森林遊樂區、傳統聚落等。本研究將在文獻回顧時首先釐清生態旅遊的實質意涵以及臺灣政府在生態旅遊推動上的闕漏,其次援引媒體對目的地意象的建構,來說明媒體再現如何在閱聽人心中建立地方意象。本研究將網羅《國家公園季刊》以及《野趣生活家》中與生態旅遊相關的文章,使用內容分析法逐一編碼、分析,檢視文本所呈現的生態旅遊是否有特定的取向,與生態旅遊的意涵有什麼不同,以回應研究旨趣。臺灣生態旅遊的相關研究,集中在地方辦理生態旅遊是否吻合生態白皮書所訂定之意涵,卻較少分析大眾認識生態旅遊的媒體管道,是如何建構生態旅遊意象;本研究恰能補足媒體再現研究在生態旅遊文獻中的缺乏,並有助於臺灣生態旅遊的知識傳播。
The present research is focus on the ecotourism representation of magazines, and what’s the differences between representation and ecotourism meanings. Ecotourism is a kind of sustainable tourism, which goal is to meet sustainable development, and emphasize that economic interests and environmental conservation should be balanced. The implementation of ecotourism usually take place in relatively unspoiled, sensitively natural areas, such as protected areas, national parks, and aboriginal tribes. This paper will first clarify the meaning of ecotourism and discuss the shorts in Taiwan. Second, illustrating the way media establish destination image in audience mind. This paper gathered articles which are relate to ecotourism in National Park and Outdoor magazines, and using content analysis to examine the ecotourism representation in both of magazines. The ecotourism research in Taiwan is focus on how to hold an appropriate ecotourism in local area, but not analyze the representation on media. This research will contribute the representing od ecotourism in mass media, and understanding of eco-tourism knowledge in the public education arena.