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   免費試閱

The Relationship between the Tourist Gaze, Tourism Authenticity, and Place Attachment: Using Indigenous Tribal Tours as an Example

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。而觀光凝視與觀光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為實證研究對象。研究結果包括：
一、從文獻探討及實地探勘的方式建立觀光凝視及觀光真實性的衡量指標，經由因素分析獲取「異族飲食文化」、「自然地景與生態」、「異族聚落文化地景」、「異族社會關係」、「異族文化商品」、「異族意象」、「聚落產業」及「生活氛圍」八大構面。地方依戀的衡量指標，經由因素分析獲取「地方認同」、「地方依賴」。
二、在觀光凝視方面以「自然地景與生態」為最高；在觀光真實性方面「自然地景與生態」為最高；在地方依戀方面以「地方依賴」較高。
三、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。研究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。

The core value of indigenous tribal tours is to provide deep and unforgettable tourist gaze to visitors. By attracting visitors' visual attention and providing realistic travel experience, an attachment to indigenous tribes can be induced in visitors. Whether the tourist gaze and tourism authenticity can generate further attachment to indigenous tribes among visitors is the foundation of sustainable tourism development. This issue is also significant in relation to the development of indigenous tribal tourism, which requires in-depth investigations.
The topic examined in this study is the relationship between the tourist gaze and place attachment. We used the Alishan National Forest Recreation Area as the research subject. The results of this study include the following:
(1) Evaluative indices for tourist gaze and tourism authenticity were established based on a literature review and site visits. We identified eight constructs from the factorial analysis results, namely "exotic tribal cuisine culture," "landscape and ecology," "cultural landscape of exotic tribal settlements," "exotic tribal social relationships," "exotic tribal cultural commodities," "exotic tribal imagery," "settlement industries," and "living atmosphere." The evaluative indices for place attachment obtained from factorial analysis were "place identification" and "place dependence."
(2) The highest score for tourist gaze was obtained by "landscape and ecology." The highest score for tourism authenticity was obtained by "landscape and ecology." The highest score for place attachment was obtained by "place dependence."
(3) According to the results of linear structural equations, tourist gaze has a significant and positive effect on tourism authenticity and place attachment. Tourism authenticity also has a significant positive effect on place attachment. The results of this study can increase the development of tourism by indigenous tribes providing high-quality tourism experiences, strengthen the position of indigenous tribal tours in the minds of visitors, and enhance the performance of indigenous tribal tours.