部落體驗旅遊成功關鍵因素之研究－以台東永福部落為例

Critical Success Factors of the Tribal Experiencing Tourism-A Case from Yongfu Tribe in Taitung

蔡進士(Chin-Shih Tsai)

《休閒觀光與運動健康學報》 5卷3期 (2015/06) Pp. 82-103

摘要

本研究的目的為探究部落體驗旅遊之成功關鍵因素，以台東縣永福部落為研究個案，遴選之專家均為對部落體驗旅遊或相關經驗豐富之產業界、公部門、學界專家與部落重要人士。研究方法採層級程序分析法(Analytic Hierarchy Process, AHP)，有效問卷總計為25份。研究結果顯示在部落體驗旅遊成功關鍵因素的評估構面中，以「組織型態」最重要；就評估要素而言，在「組織型態」構面中，以「協會決策」最重要；在「環境營塑」構面中，以「意象創造」最重要；在「服務特色」層面中，以「傳統美食」最重要；在「經營操作」中，以「體驗安排」最重要；在「成長永續」層面中，以「部落共識」最重要。整體層級評估要素前五名中，以「協會決策」最重要，其次依序為「部落共識」、「體驗安排」、「永續規劃」與「傳統美食」等。研究結果將提供部落及相關單位推動體驗旅遊與實務運作之重要參考。

關鍵字

部落發展 ； 體驗旅遊 ； 旅遊吸引力 ； 成功關鍵因素 ； 層級程序分析法

並列摘要

The purpose of this study was to explore critical success factors of the tribal experiencing tourism in Yongfu, Taitung. Analytic Hierarchy Process (AHP) was used, and a total of 25 valid questionnaires from experts of private, public, and academic sectors and tribal seniors were collected and analyzed. The results suggested that ＂organizational type＂ was the most important dimension in the evaluation for the critical success factors of tribal tourism. On the evaluation of the factors (the second layer) in the ＂organizational type＂ dimension, ＂association decision＂ was the most important one; in the ＂environmental preparedness＂ dimension, ＂image empowerment＂ was the most important one; in the ＂special reception＂ dimension, ＂traditional food＂ was the most important one; in the ＂practical operation＂ dimension, ＂arranging experience＂ was the most important one; in the ＂growth & sustainability＂ dimension, ＂tribesmen consensus＂ was the most important one. The top five in the overall evaluation of factors (the third layer), with ＂association decision,＂ the most important, followed sequentially as ＂tribesmen consensus,＂ ＂arranging experience,＂ ＂sustainable planning,＂ and ＂traditional food＂. The findings will provide the tribes and related authorities to promote tribal experiencing tourism.

並列關鍵字

tribal development ； experiencing tourism ； tourism attractiveness ； critical success factors ； Analytic Hierarchy Process