觀光客對原住民部落之旅遊目的地意象：以泰雅族司馬庫斯部落為例

ABORIGINAL TRIBE'S IMAGE AS A TOURIST DESTINATION A CAST STUDY OF ATAYA SMANGUS TRIBE

楊增華(Zeng-Hua Yang) ； 黃俊達(Jun-Da Huang)

《中華林學季刊》 53卷3期 (2020/09) Pp. 121-136

摘要

瞭解觀光客對原住民部落之旅遊目的地意象，有利於知曉觀光客的期待、部落觀光發展之優勢與劣勢，以及應如何進行市場定位及行銷。本研究對前往新竹縣泰雅族司馬庫斯部落之觀光客，在旅遊前、後發放相同問卷，據以計算受訪者所回覆文句之關鍵字頻率，探討受訪者對於司馬庫斯之旅遊意象，以及影響意象形成的主要因素。研究發現，司馬庫斯具有原住民部落文化、山林美景、及偏遠等三個面向之整體意象。在心理意象部份，受訪者在旅遊前、後都有放鬆的感受，但旅遊前的原始、寧靜及神秘意象，在造訪後轉換為擁擠及商業化意象。在獨特意象部份，共營制度、神木、及文化是受訪者在旅遊前、後均指出的當地最獨特之處。

關鍵字

原住民觀光 ； 森林遊樂 ； 目的地行銷 ； 社區生態旅遊 ； 社區營造

並列摘要

The exploration of tourists' image of indigenous tribes could help further understand tourists' expectations, the advantages and disadvantages of tribal tourism, as well as market positioning and marketing. This study collected a before-and-after survey from visitors to the Smangus tribe of the Atayal people in Hsinchu County, Taiwan. An analysis was conducted by calculating the frequency of keywords from obtained texts, in order to realize Smangus tribe's image as a tourist destination as well as the factors that influence image formation. The results revealed that the Smangus tribe a holistic image of 3 dimensions: indigenous tribal culture, mountain and forest scenery, and remoteness. In the psychological image section, respondents expressed that they felt relaxation both before and after tour. However, their quiet and mysterious images from before tour were converted into crowded and commercial images after tour. In the unique image section, respondents indicated the Tnunan-Smangus system, local giant cypress trees, and culture were the most unique features of the tribe.

並列關鍵字

Aboriginal tourism ； Forest recreation ； Destination marketing ； Community-based ecotourism ； Community development