花蓮「阿美文化村」觀光符碼對原住民圖像建構之研究

本研究以花蓮「阿美文化村」為對象，分析有關阿美文化村的觀光文本、空間與活動如何建構原住民的圖像。在文化傳播的過程中，觀光本具有促進不同地區與族群相互溝通的功能，但在「異族觀光」活動下，各種電子、印刷、網路媒體中所呈現或宣傳的觀光旅遊資訊首先形塑了觀光客對原住民及其文化的「想像」。當觀光客實際接觸各種異文化之後，會進一步將此種文化想像結合各種具有「真實性」的觀光空間與活動，並且在消費具有娛樂性與商業性的「原住民風」產品、食物，更加深腦中的原住民文化樣貌。尤其，當弱勢原住民族沒有能力及管道為自身發言，也受限商業利益的考量，一再滿足觀光客的想像，則此種被塑模的「傳統」原住民符號印象將持續維持與複製，使得原住民形象難以跳脫被詮釋的惡性循環。

關鍵字

文化傳播；文化觀光；原住民形象；觀光論述

並列摘要

In the process of inter-cultural communication, tourism sometimes can be the instrument at the service of peace and dialogue between civilizations. However, the imagination to other ethnic groups had been shaped by the information that the tourists have assembled from the media such as websites and travel guide books The study explored how the tourist texts, spaces and activities about Ami Cultural Village in Hualien construct the aboriginal image. These imaginations will become more authentic when they actually came into contact with the commercial, simulative aboriginal tourist spaces and activities. The ”authentic” image in their minds could become their stereotype to the other ethnic groups. Especially the disadvantaged groups such as the aboriginals are unable to speak for themselves by using the mass media. The conventional aboriginal iconographic images that constantly shaped by the media and commercial tourism activities will continuously retain and duplicate when the tourists gazed at.