原住民主題社區觀光發展與文化商品化關係之研究：居民與企業家態度觀點

Tourism Development and Cultural Commodification of the Indigenous Community: Perspectives of Attitudes of Residents and Entrepreneurs

掌慶琳(Janet Chang) ； 廖郁欣(Yu-Hsin Liao)

《餐旅暨家政學刊》 6卷4期 (2009/12) Pp. 327-352

https://doi.org/10.6572/JHHE.6(4).3

摘要

觀光客對於原住民觀光需求日殷，統籌原住民文化變成觀光吸引力之一，造訪原住民地區或部落，成爲觀光客旅遊行程的特點。但由於不同時期的觀光發展迥異，其發展腳步並不停止，故觀光發展常影響觀光地區之居民態度。觀光地區常行銷在地文化的價值與傳統，引發觀光客造訪，並且吸引更多外來的投資。同時，傳統消費品之販售，則提供企業利潤再投資於此地，此種商品化的產生最終導致對觀光目的地的破壞。本研究採配額抽樣法，於臺北縣烏來地區針對居民與企業家，調查文化商品化與觀光發展態度之關係，並探討企業家屬性在烏來社區觀光發展態度之差異爲何。研究結果顯示，文化商品化與觀光發展態度之關係，居民部份僅在經濟方面達顯著；在企業家方面，則無顯著差異。企業家屬性僅企業經營時間在觀光發展態度上有差異。此外，居民人口統計變數在文化商品化上無顯著差異，而在觀光發展態度上，於性別、婚姻、觀光是否爲主要收入來源、是否在觀光相關產業工作上有差異。企業家人口統計變數在文化商品化上僅於平均月收入有差異；而在觀光發展態度上皆無顯著差異。

關鍵字

原住民觀光 ； 烏來 ； 文化商品化

並列摘要

The demand for indigenous cultural tourism is constantly on the rise, making aboriginal villages a new hot spot for tourist activities. However because the development of different areas tourism development has been different during different time periods and the development has not stopped, therefore the development of tourist areas will affect the attitudes of its residents. Tourism districts often advertise the value and tradition of the local culture to attract visitors and outside investment. At the same time entrepreneurial ventures and re-investments dealing with the selling traditional commodities often leads to the destruction of tourism destinations. For our research we used quota sampling to investigate the attitude towards the relationship of cultural products and tourism development among the residents and entrepreneurs of the Wulai region and the difference in attitudes of entrepreneurs with different attributes towards tourism development in the community. Our findings show that residents feel that cultural products and tourism development only have a significant relationship when it comes to economical matters. While entrepreneurs felt that there was no significant difference. Only the duration of business operation showed a difference in attitude towards tourism development of entrepreneurs. Additionally, no significant differences were found between demographic variables of residents and cultural products. However, significant differences were shown to exist among demographic variables including gender, marital status, whether or not tourism is the major source of income, if residents are working in the tourism industry, and the residents’ attitudes towards tourism development. From the residents' points of view there were differences between the cultural commodities. As for entrepreneurs, a significant difference was found to exist between the factor of average monthly income and cultural commodities. However, no significant differences were found among entrepreneurs' attitudes toward tourism development.

並列關鍵字

Indigenous Tourism ； Wulai ； Cultural commodification

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