| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 96 === The Alishan Forest Railway has been engaging in the transportation between Alishan and the outside world almost handred years. It was recommended as a potential of World Heritage by the Council for Cultural Affairs, Taiwan, 2002, due to it is not only one of the most important cultural assets, but it also represents a very significant episode in Taiwan History. However, The Alishan Highway has been opening to traffic since 1982, the convenient and rapid new highway network shortens the trip and saves a lot of time that caused the business of The Alishan Forest Railway slumped.
The main idea of this study is to explore alternative strategies and opportunities of renaissance for The Alishan Forest Railway. Qualitative research is the major research method applied to this study. In-depth interview and on-site observation were involved in collecting information and advices from experts and tourists. After analyzing and composing the data collected, the results are as follows：
1. The problems to be solved within the managing and operating system for improving the performance of this railway are found out.
2. The differentiation between alternative tourism and mass tourism is Verifyied to reach the brand market of alternative tourism.
3. The unique volume of The Alishan Forest Railway is explored and created via referencing the successful experience of other countries.
4. The volume of the tour is extended to be active and effective marketing plans with different service and products by different ways.
The results of this research are expected to be making sense to sustainable management of The Alishan Forest Railway.
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