[ 摘要 ]

大眾旅遊的觀光形式不少已轉向生態觀光及文化觀光，估計在2020年時將突破10億人次；「部落觀光」宛若一種新的觀光趨勢，各種傳統文化紛紛透過重新包裝規劃，期望透過文化符號與節慶祭典的包裝與行銷方式，來提升原住民文化的能見度，以期吸引觀光人潮及獲取觀光收益。烏來部落在營造地方觀光的過程中，地方組織在觀光發展過程中扮演重要的角色，本研究採用質性研究之田野調查作為進行研究的主要方法，包括參與觀察法、訪談法及文本分析，並實際走訪社區參與組織活動，解釋烏來地區在觀光發展下，社區總體營造所呈現之部落意象。

研究結果指出，地方組織在營造部落之觀光時，應以部落文化傳承作為目的本身。結合自然景觀資源與泰雅族多元文化資產的永續觀光，回歸到部落傳統文化根基，舉辦活動以凝聚民心、建立部落共識，並朝向原住民產業串連的觀光推動，期待復振地方的文化特性，讓居民實際獲得觀光的經濟效益；政府資源的挹注扮演的僅是輔導的角色。自發性保存並延續其文化特質，在部落觀光的情境中，讓觀光客感受到原住民文化之價值，方能開創具有文化性的觀光體驗。

[ 英文摘要 ]

Many tourism forms of mass travel have turned to ecological tourism and cultural tourism. It is expected that the number of visitors are going to break through a billion in the year of 2020. “Village Tourism” is just like a new tourism trend; lots of tranditional cultures start repackaging and replaning. To heighten the visibility of indigeneous culture by the marketing methods with the cultural-symbol and the festival packaging is hoped to attract more visitors and obtain more tourism income.

In the Wulai tribe local tourism developing process, the local organization plays an important role. In this study, the field investigation of the qualitative research is adopted to be the major method, including participant observation, interview, and textual analysis. That the researcher also walks over the community and takes part in the organizational activities is to explain the Tribe Image shown by the integrated community construction as Wulai area is under the tourism development.

The study results revealed that passing down the tribe culture should be the main purpose while the local organization is developing the tribe tourism. Besides, the sustainable tourism should combine natural tourism resources with atayal multicultural property, and the basic of tribe tranditional culture has to be regressed. Moreover, by holding the activities to gather the public moods together, establishing the tribe consensus, and promoting the tourism towards the indigeneous industry, it is hoped to revitalize the local cultural characteristics, and it will let the inhabitants gain the economic benefits from the tourism in reality. The aid of the governmental resources is only an assistant. The cultural characteristics has to be voluntarily preserved and continued. In the scence of the tribe tourism, only let the tourists know the values of indigeneous culture, the cultural tourism experience can be initiated.