A Case Study on Aboriginal Tourism Marketing ＆ Tribal Community Development at Fuxing District of Taoyuan

• Main Authors: CHEN, KAN-GNI, 陳康妮
• Other Authors: CHANG, TAIN-SHYANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/hwh7f5

碩士 === 環球科技大學 === 觀光與生態旅遊系環境資源管理碩士班 === 107 === After the North Cross Road opened as a tourist attraction, many aboriginal tribes who are keen to develop sightseeing have become the destinations of more and more tourists. The Fuxing District has opened tribal re-engineering projects, such as the annual peach season aimed to market Atayal culture. The ethnic activities have successfully attracted tourist. This study aimed at the development of tourism in the Fuxing District. The development was believed to revitalize the local economy, increase personal income and cultural exchanges among different ethnic groups, and improve the image of the tribe, the road network outside the city, and the quality of life. Therefore, this study explored whether the tourism industry is a new opportunity for the aboriginal tribe to bring economic and cultural resonance. It analyzed the impact of environmental problems, community sovereignty and cultural changes in the process of tribal development and aboriginal tourism. The results could be used as a reference for the development of tourism industry in other aboriginal tribes. This study used in-depth interviews for qualitative research. The interview outline focused accurately on the purpose of this study. The results showed, the effect of tribal community development was built upon cultural industry based on tribal sovereignty. We suggested that marketing follow-up development and strategy should (1) expand the inter- government and tribe partnership; (2) promote the marketing strategy by the government; (3) enhance the tribal experience of the ecological tourism; and (4) establish branded value image of the local cultural industry management.