原住民地區觀光地景意象之研究－以花蓮縣台九丙沿線原住民部落區為例

沿花東縱谷台九丙公路沿線、屬花蓮縣壽豐鄉鯉魚潭遊憩區周邊谷地，由慕谷慕魚中心為起點，沿池南路一、二段，至中山路七段、中央路二段交叉口止，主要涵蓋秀林鄉太魯閣族榕樹、銅門、文蘭、米亞丸、重光五個部落及壽豐鄉阿美族池南、光榮兩個部落。再此全長約10公里台九丙沿線帶狀區域，卻擁有極豐富的自然及人文觀光資源，著實讓人驚豔，但觀光資源的整合再此區卻明顯不足，本研究試圖運用地景意象建構出以部落為核心之遊憩節點，以利後續整合為帶狀遊憩區之建構。本研究成果將此區分為四大遊憩資源節點，北有榕樹－銅門慕谷慕魚生態遊憩資源節點、文蘭－池南鯉魚潭遊憩資源節點、池南－米亞丸遊憩資源節點、光榮－重光荖溪－白鮑溪遊憩資源節點。地景意象是指遊客所感覺到的世界。以此概念將此四區觀光資源本身的意象，經因素分析，得到潭湖、山林、廊道、溪流四個意象區，並評估出遊客最中意的意象區以第一廊道區、第二山林區、第三潭湖區、第四溪流區，本研究結果推翻過去眾人以潭湖區為主要意象區的認知，而以廊道區及山林區為主要意象區。以上研究結論建議，本區應做系統整合工作，如整體觀光資源調查及規劃，各相關政府單位經費統籌運用在共同宣傳行銷，帶狀、多點、持續性的活動辦理，將可延續此區的觀光人潮及遊客留駐時間，而本區行銷要整合水域活動、生態旅遊、露營、溯溪、採玉、原住民射箭、手工藝、原住民美食等觀光資源，結合社群與協會組織運作，並配合地方意象辦理節慶活動，以吸引顧客。

關鍵字

遊憩資源區；地景意象；因素分析

並列摘要

Shoufeng Township, Hualien County, Carp Lake Recreation District surrounding valley along the road, the total length of about 10 km belt area, but has a very rich natural and cultural tourism resources, but the lack of integration of tourism resources, this study attempts to use the image of the landscape to the establishment of recreation points order to facilitate future integration.The results of this study is divided into four recreation resource points, factor analysis, lakes, forests, walkways, streams, four image District, and to assess the tourists favorite images in order for the walkway area, forest area, the Lake District, stream area.The study results to overthrow the cognition of the past all the main image area to the Lake District, for the main image area to the walkway area and forest area. Above result suggests that the district should do the investigation and planning of the overall tourism resources, funding co-ordination of all relevant government agencies to use in co-promotional marketing will increase the residence time of the tourist crowds and tourists in this area.