| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 97 === Indigenous tourism has become popular nowadays, and its unique culture is the major pull to attract tourists . The sources of investments and profits of business often contribute to creativities in new technology and commodities in indigenous communities such as handicrafts. However, destruction in tourism areas is often incurred during the process of commodification of traditional products. In turn, the consequences of the destruction- i.e. over-crowding, damages to public facilities, and an increase in crime lead to conservative or even negative attitudes of local residents.
This study uses the creative and destruction theory. Five stages in the process of creative and destruction were included: Early commodification, Advanced commodification, Early destruction, Advanced destruction, and Post-destruction. The concepts of creation and destruction are implicit components in the production cycle. The theory is using three variables: entrepreneurs’ investment, the consumption level of tourist, and residents’ attitudes toward tourism development to measure the tourism development stage of the tourism area.
The study findings are as follows: the entrepreneurs’ investment is on the advanced commodification stage; the tourists’ consumption level is on the advanced commodification stage; similarly, the residents’ attitudes toward tourism development is on the advanced commodification stage.
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