本研究從原住民部落觀光意象及體驗價值對遊客旅遊行為進行研究。研究方法為量化研究，執行時間為2020年03月01日至2020年4月20日進行問卷調查，共計問卷數為391份，扣除無效問卷23份，剩餘368份的有效問卷，有效問卷率為94.1%。資料統計方式，分為敘述性統計、信度分析、效度分析、t檢定、單因子變異數分析、皮爾森積差相關分析及迴歸分析。經分析後發現，觀光意象對旅遊行為具有顯著影響性；觀光意象對體驗價值具有顯著影響性；體驗價值對旅遊行為具有顯著影響性。整體而言，只要原住民部落觀光意象能夠有其特色性，就能夠帶來更高的體驗價值，進行發生旅遊行為。本研究結果可供原住民部落參考，不論是營造文化背景或是設施的設計，只要能夠帶動顧客的情感反應，自然能夠帶來體驗，當體驗價值越高時，越能夠成為重要的競爭優勢，越能夠觸發遊客旅遊行為的發生。

關鍵字：原住民部落、觀光意象、體驗價值、旅遊行為

In the study, the tourism behavior of tourists was studied from the aboriginal tribe’s sightseeing image and experience value. The research method was quantitative research, and the execution time was from March 1, 2020 to April 20, 2020. A total of 391 questionnaires were surveyed, 23 invalid questionnaires were deducted, and the remaining 368 valid questionnaires, the effective questionnaire rate were 94.1%, follow-up research and analysis. The statistical methods of data were divided into descriptive statistics, reliability analysis, validity analysis, t test, single factor variance analysis, Pearson product correlation analysis and regression analysis. After analysis, that was found that tourism image had a significant influence on tourism behavior; tourism image had a significant influence on experience value; experience value had a significant influence on tourism behavior. As long as the aboriginal tribal tourism imagery can have its own characteristics, it can bring higher experience value and carry out tourism activities. The results of the study can be used for reference by indigenous tribes. Whether it was to create a cultural background or a facility design, as long as it can drive the emotional response of customers, it would naturally bring experience. When the experience value was higher, the more it can become an important competitive advantage, the more it can trigger tourists’ travel behavior.

Keywords：aboriginal tribes, tourism image, experience value, tourism behavior.