觀光凝視、觀光真實性與地方依戀影響關係之研究 -以原住民部落觀光為例

Relationships among Tourism Gaze, Tourism Authenticity, and Place Attachment: A Case Study of Indigenous Tourism

張芳慈(Fang-Tzu Chang)

指導教授 ： 沈進成

國立高雄餐旅大學/觀光學院/旅遊管理研究所/碩士(2012年)

https://doi.org/10.6825/NKUHT.2012.00031

摘要

原住民部落觀光的核心價值在於提供對遊客深刻難忘的觀光凝視，以吸引遊客的目光，同時提供遊客真實性的旅遊體驗，讓遊客對原住民部落產生依戀。而觀光凝視及真實性能否進一步成為遊客對原住民部落的依戀，是觀光永續發展的基礎，也是原住民部落觀光發展所需加以深入探討的重要課題。本研究以觀光凝視、觀光真實性與地方依戀的影響關係為研究主題，以阿里山國家森林遊樂區原住民部落觀光為實證研究對象。研究發現：1.將從文獻探討及實地探勘的方式建立觀光凝視、觀光真實性與地方依戀的衡量指標。2.觀光凝視經由因素分析獲取「異族飲食文化」、「地景與生態」、「異族聚落文化地景」、「社會關係」、「文化商品」、「異族意象」、「聚落產業」、「生活氛圍」八大構面。地方依戀經由因素分析獲取「地方認同」、「地方依賴」。3.在觀光凝視方面平均數以「地景與生態」為最高；在觀光真實性方面以「地景與生態」為最高；在地方依戀方面以「地方依賴」較高。4.經由單因子變異數分析，得知教育程度對觀光凝視之「地景與生態」、「社會關係」、「文化商品」、「異族意象」、「聚落產業」有影響；個人每月平均所得對觀光真實性之「異族意象」、「生活氛圍」有影響。5.根據線性結構方程式的結果，觀光凝視對觀光真實性、地方依戀有顯著且正向的影響，而觀光真實性對地方依戀也有顯著且正向的影響，且觀光真實性為觀光凝視影響地方依戀的中介變數。本研究的結果將有助於提升原住民部落觀光之發展，提供遊客優質的觀光體驗，強化原住民部落觀光在遊客心中的地位，增進原住民部落觀光之效益。

關鍵字

原住民部落 ； 觀光凝視 ； 觀光真實性 ； 地方依戀

並列摘要

Indigenous tourism in Taiwan has developed rapidly and undergone constant innovation. The novelty and exoticness of indigenous cultures of Taiwan has drawn the attention of many tourists and indigenous areas have become popular tourist spots. The core value of indigenous tourism lies in providing tourists with an unforgettable tourism gaze. Simultaneously, indigenous tourism provides an authentic travel experience to induce tourists’ attachment to tribal areas. Thus, whether tourism gaze and authenticity can arouse tourists’ attachment to tribal areas are a basis for sustainable development of indigenous tourism and an important research topic. In this study, we focused on the relationships among tourism gaze, tourism authenticity, and place attachment. The empirical research subjects were indigenous residents of the Alishan National Scenic Area. Our study carried out the following : 1) Evaluation indicators for tourism gaze, tourism authenticity, and place attachment were established through interviews and field studies; 2) Tourism gaze were extracted using factor analysis and described as 8 following factors: food culture, landscape and ecology, tribe cultural landscape, social relations, cultural goods, image, tribe industry, atmosphere. Place attachment is described as 8 following factors: place identity and place dependent; 3) Landscape and ecology is the highest of tourism gaze, landscape and ecology is the highest of tourism authenticity, and place dependent is the highest of place attachment; 4)Via one-way ANOVA, the level of education effects landscape and ecology, social relations, cultural goods, image and tribe industry of tourism gaze. The average of monthly income effects image and atmosphere of tourism authenticity; 5) In the linear structural equation, tourism gaze effects tourism authenticity and place attachment; tourism authenticity effects place attachment. And tourism authenticity is important variable for tourism gaze and place attachment. The results of this study could be beneficial for future development of indigenous tourism that provides tourists with a unique tourism experience, strengthens the status of indigenous tourism for tourists, and increases the benefits of indigenous tourism. The evaluation scale regarding tourist gaze, authenticity, and attachment established by this study could serve as a reference for future studies on indigenous tourism.

並列關鍵字

indigenous ； tourism gaze ； tourism authenticity ； place attachment

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