太魯閣國家公園遊客對原住民特色產品屬性認知及購買意願之研究

Abstract

國家公園設立的目的在於保護自然與人文資源，並提供國人優質的旅遊環境。太魯閣國家公園位於台灣東部，對於原住民文化與生活投注相當多的心力，其中對原住民最有幫助的，是在布洛灣遊憩區設有原住民傳統工藝表演展示，以推展太魯閣族傳統技藝，同時亦設有原住民特色產品賣店。本研究主要目的在探討原住民特色產品的產品屬性與遊客選擇購買之間的關係，首先透過訪談當地的業者後，選出三個特色產品（T恤、零錢包、琉璃珠手鍊），並經文獻回顧與學生訪談收集原住民特色產品之重要產品屬性，接著於布洛灣遊憩區進行問卷調查收集相關資料，再以多元羅吉特進行產品選擇分析。研究結果如下：影響遊客選擇的產品屬性中以產品實用性最具影響力，其次為產品設計感，再其次依序為產品售價、產品上印的原住民圖案或文字、產品色彩。偏好參與自然賞景活動的遊客，最重視的產品屬性為產品售價，最想購買的原住民特色產品為琉璃珠手鍊；偏好參與文化體驗活動的遊客，比較重視產品上印的原住民圖案或文字是否具有特色，最想購買的原住民特色產品為零錢包；在偏好參與運動型活動的遊客中，較重視產品的價格，最想購買的原住民特色產品為零錢包；偏好從事其他休閒活動的遊客，較重視產品是否實用，最想購買的原住民特色產品為零錢包。

National parks are established for the purposes of protecting the natural and cultural resources of the nation and providing quality recreational opportunities for the citizens in Taiwan. Taroko National Park locates on eastern part of Taiwan, which is noticed in native resident concerning strategies. The most helpful one is to spread the traditional artifact of Taroko clan to people. In Buluowan recreational area, traditional crafts are performed by native people. There also has souvenir shop selling the artifacts. The purpose of this study is to explore the relationship between product attributes of indigenous souvenirs and the choice best purchasing intention. This study chose three main categories of the souvenirs: T-shirt, purse, and lazurite bracelet, by interviewing the native people who create and sell the souvenirs. Product attributes are derived from literature review and student interview. The choice best purchasing intention of souvenirs is collected by questionnaire interview in Buluowan recreational area. The NLOGIT model is used to estimate the choice behavior of visitor among three categories of souvenirs. The results show that product attributes significant influence on the purchasing intention of visitor are practical function, design, the price, the pattern and character of indigenous culture, and colors in order. Then, visitors who prefer participating sightseeing pay most attention to souvenir price, and interest in buying lazurite bracelet. Visitors who prefer participating culture experience activities are attracted to the pattern and character of native culture, and interest in buying purse. Visitors like to participate in sports pay most attention to souvenir price, and interest in buying purse. Visitors like to participate in other activities concern practical function of souvenir and interest in buying purse.