原鄉觀光體驗行銷與體驗價值之研究──以茂林風景區原鄉旅遊線為例

Experience Marketing and Experience Value of Indigenous Tourism -A Case Study of the Indigenous Township Tourist Route in Maolin National Scenic Area

聯合國將1993年訂為「國際原住民年」，全球興起一股對於前往「偏遠」、「新奇」、「異樣風情」的原鄉部落從事觀光活動之熱潮。台灣國民旅遊急遽攀升，原住民多元的生活型態、習俗祭儀及文化特色，深具文化觀光與深度旅遊的潛力。體驗經濟的趨勢下，消費者非常重視消費時所伴隨的體驗，其影響消費者體驗行銷認知，並創造消費者體驗價值。本研究試圖就觀光體驗行銷策略與體驗價值的觀點，以建構之原鄉部落觀光消費者體驗實證模式。實證區域以近年來透過推動原鄉旅遊線，來突破莫拉克風災後重建的觀光困境，進而提升整體觀光發展的茂林國家風景區。實證結果發現，思考體驗行銷構面及「原鄉部落特色文創商品」、「原鄉部落風味餐」、「原鄉部落圖騰彩繪意象」變項，在認同度調查與多元迴歸分析中，皆呈現較高的認同度及較明顯的影響力。本區近年來推動茂林雙年賞蝶季、南島族群婚禮、三黑特色產業及萬山岩雕等的原鄉文創商品，皆強化遊客的觀光體驗價值感受度。未來應加強原鄉部落傳統祭典儀式、節慶活動、原鄉體驗遊程的故事行銷，並改善本區旅遊交通便利性及旅遊時間成本的課題，以創造更高的遊客觀光體驗價值。

"The United Nations designated 1993 as the“International Year of the World’s Indigenous Peoples”, which give rise to a global boom in tourism to“remote,”“novel,”and“exotic”indigenous tribes all over the world. The national tourism soared in Taiwan. With their diversified lifestyles, customs, ceremonies and cultural characteristics, indigenous tribe has great potential for cultural sightseeing and in-depth tourism. Under the trend of experience economy, consumers attach great importance to the experience accompanying consumption, which affects consumers’cognition of experience marketing and creates consumer experience value. This study attempts to construct an empirical model for tribal tourism consumer experience based on the perspective of tourism experience marketing strategy and experiential value. The research site is the Maolin National Scenic Area which overcomes the tourism dilemma of reconstruction after Typhoon Morakot by promoting the indigenous tourism line in recent years and enhancing the overall tourism development. The empirical results showed that a high degree of recognition and obvious influence in the recognition survey and multiple regression analysis is reflected in the variables of thinking experience marketing dimension,“cultural and creative products with local tribal characteristics”,“local tribal flavor food”and“local tribal totem painting image”. In recent years, this district has promoted the native cultural and creative products as Maolin biennial butterfly appreciation season,“South Island ethnic group wedding”activities, developed three black characteristic industries and Wanshan rock carving, all of which have deepen the tourists’sightseeing experience. In the future, it is suggested to strengthen the story marketing of traditional festivals and ceremonies, festival activities and experience tourism in the indigenous tribes, and improve transportation convenience and travel time cost in this area, so as to create higher tourism experience value for tourists."