[ 摘要 ]

原住民觀光(indigenous tourism)成為觀光發展的重要議題。觀光客對於此有需求，原住民觀光活動逐漸地變成觀光吸引力之ㄧ。造訪原住民地區或部落，成為觀光客旅遊行程的特點。但由於觀光發展不同時期的發展迥異，其發展腳步永不停止，故觀光發展常影響觀光地區之居民態度。

創造性破壞理論以企業家投資、行銷當地文化的價值與傳統，引誘觀光客來此體驗懷舊之旅。同時，此地區傳統消費品(如手工藝品、陶瓷等)，則提供企業利潤再投資於此地，這種商品化的創造最終導致對觀光地區的破壞。創造性破壞理論是使用企業家投資、訪客在當地的消費、自然景觀之改變程度來衡量一個觀光景點的發展。

研究結果顯示在文化商品化中，居民對於文化商品化的看法無顯著差異。對於觀光發展態度，居民較重視經濟因素。不同年齡的居民對觀光發展態度有顯著差異。而綜觀文化商品化對於居民觀光發展態度之影響，其對於經濟方面的影響較大。在企業家方面，企業家事業種類、何時創業等對觀光發展態度皆無顯著影響；但是否為原住民，則對其觀光發展的態度沒有影響，這表示企業家注重經濟因素，和其是否為原住民無顯著差異存在。



[ 英文摘要 ]

Indigenous tourism activities have become one of tourism attractions. Due to the fact those different tourism periods have different kinds of development, the tourism develop-mentis ongong in tourism area. Therefore, tourism development often impact tourism area.

The premise underlying the model is that entrepreneurial investment in the selling and marketing of rural value and tradition entices the post-modern consumer in search of a nostalgic return to rural roots. While the resulting consumption of rural tradition provides entrepreneurs with profit for reinvestment, the creation of this commodified will ultimately result in destruction of the tourism. The Creative Destruction Theory here is based on the relationship among the three variables described above: Entrepre-neurial investment, consumption of commodified and destruction of the rural idyll.

The study finding show as follows: From residents’ points of view, there are no differences in culture commodification. As for residents’ attitudes towards tourism de-velopment, the economic impact was perceived more important. Disparity in age of residents is significantly different in attitudes toward tourism development. The cultural commodification affects perceived economic aspect more than social-culture and envi-ronment aspects. Concerning entrepreneurs’ characteristics, types of their business and the time they started up the business will affect entrepreneurs’ attitudes toward tourism development.