| Summary: | 碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業管理碩士在職專班 === 104 === The Taiwan Tourism Bureau uses Amis aboriginal peoples’ language - "Naruwan, Welcome to Taiwan" as the slogan of tourism marketing and makes a lot of efforts to promote tribe tourism, hoping to increase job opportunity, preserve aboriginal culture, and provide different choice to city people. Destination image is vital for tourism marketing and is an important factor of consumer destination choice. Traveling in aboriginal tribes needs to spend time and money, tourists decide to travel in aboriginal tribes only when they have positive expect, image, and information of tribes. Destination image has been proved to have positive influence on travel satisfaction, loyalty, as well as recommend and revisit willingness . Effective marketing strategies could be made only realizing customers’ interest, feeling, and preference. This study aimed to realize identify indigenous tribes’ tourist image in Taiwan. Both qualitative and quantity methods were used and 210 questionnaires had obtained from tourists of Smangus tribe. The questionnaire included 3 parts. The first part used 3 open-ended questions to realize aboriginal tribes’ attributes-holistic, functional-psychological, and common-unique culinary image. Wolfpack software had been used to analyze obtained information.The findings of both qualitative and quantity analysis indicated tourists’ attributes-holistic tribe image included aboriginal culture experience, nature sceneries enjoyment, a remote and secret tourist attraction, and an area of poor economic development. About functional-psychological image, tourists indicated quiet, beautiful, secret, and original were their feeling while visiting tribe. The image of crowded and business were negative image and worth the tourism authorities to pay attention. About unique image, the tribe’s Tnunan traditional management system, giant cypress tree, and unique aboriginal culture were evaluated as the most unique image and could be important marketing sources in the future. The results of this study could increase the knowledge of indigenous tribe images, as well as providing suggestions to indigenous tribe tourism.
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