[[alternative]]The interpretating attitude of residents in ecotourism destination: a case study of Tefuye, Alishan

[[abstract]] 隨著遊客對綠色(Green)、生態等意識(awareness)的提升，生態旅遊之理念及實務推廣迄今已逾三十年。而其中，旅遊活動中所伴隨之解說(interpretation)涉入，一直被視為促成生態旅遊具永續性之核心因素。透過解說人員的解說服務，不但能提高遊客的興趣，亦能獲得遊客之認同，進一步增加遊客旅遊的體驗，因此解說服務對於管理者和遊客而言，被視為是一種「雙贏」的局面。然而隨著實務面之操作所呈現之事實發現，近年來之研究也指出，遊客對生態旅遊解說之需求與供給之間常存在不對稱之關係。對遊客來說，解說不似學校課堂之教育施行具強制性，因此遊客常以其去留表達對解說活動呈現之偏好；此外對遊客來說，解說服務費用所佔據之旅遊成本負擔，亦造成遊客參與解說服務之一大阻礙。然而就供給面而言，供給量卻也常未能符合遊客之需求；尤其是在那些屬於相對未受干擾且交通相對不便之生態旅遊景點，解說活動之提供常是力有未逮。不少學者指出，解說活動若能由當地社區提供，則當地居民除了有佔據地利之便、且由於對地方之民俗風情、文化甚或生態，均能較有效率地提供給遊客外，對參與之社區居民而言，活動之參與過程更能有效提高其對地方之認同，以及凝聚地方之向心力。然即便有前述之利基，解說於生態旅遊活動之介入，卻也常未見社區居民之參與。有鑒於此，本研究擬就社區居民之觀點，探究其參與生態旅遊活動之解說意願以及實務上所面臨之困難。 本研究採用質性方法中之深度訪談配合實地觀察等方式進行，並以嘉義阿里山特富野部落為調查研究之對象。研究結果發現，當地社區居民對於參與遊客的解說服務意願不高，其原因有二。第一，當地社區居民對於生態旅遊認知程度不高，並不完全瞭解生態旅遊、解說服務的真正意涵，縱使可以替整個社區帶來更多的觀光利益，然在認知有限之情況下，居民對於在其本業（農業）之生產活動之外之解說服務的意願不高。此外，因特富野社區的生態旅遊屬於小規模經濟之旅遊活動，因此從事解說服務的利益有限，導致社區青年寧願選擇從事農業生產活動，也不願意從事生態旅遊的解說工作。 由於生態旅遊解說活動後所呈現之效益常具外部性，以經濟學之觀點而言，市場之均衡數量小於最適之社會水準，故政府之介入為導正市場運作之方式之ㄧ。以此類如生態旅遊之小眾觀光而言，現有之政府介入生態旅遊解說服務之定位以及方式應予以重新思考，始可使生態旅遊達到應有的功能及目的。[[abstract]] With the progression of the green, ecology awareness of tourists, the concept of ecotourism has spreaded more than 30 years in practice. And in which, the interpretation involved, has been regarded as one of the centerpiece to promote the sustainable ecotourism. As many scholars mentioned, the interpretation not only could improve tourists’ interest, but also obtain the identity; furthermore, increase the tourism experience of visitors. Interpretation is therefore seen as a ‘win-win’ situation for environmental managers and tourists. However, with the practical operation in fact, there has lots of empirical evidences showed that the interpretation programs conducted in ecotourism were rare. As for tourists, interpretation does not like school education is provided with mandatory; therefore, the tourists often express the preference of the interpretation by their feet. For tourists, the burden of interpretation fee occupied of the travel costs, are also caused by tourists one major obstacle to particitpate in. However, as in the supply aspects, the interpretation services in ecotourism destination are often too few to satisfy ecotourists, especially in those relatively undisturbed and inconvenience of traffic natural areas. In facts, many researches have pointed out that if interpretation provided by the local residents (community), then the local residents have the superiority of the local region, and they understand the local custom, culture, and ecology, they can provide it to tourist efficiently, and agglomerate the centripetal of local community. However, even with the aforementioned niche, the residents in ecotourism destination still little involved in interpretation program. Therefore, the overriding objective of this research aims to explore the attitude of local residents participating in the program of interpretation, as well as the difficulties that will face by practice. Therefore, we collected datd by the in-depth interview method and investigated residents’ interpretating attitude toward ecotourism in a tribe of Tefuye, Alishan. The results showed that the interpretating willingness and participation of local residents (particularly community youth) is not high, and the phenomenon could conclude as following two reasons. First, the local residents have a little knowledge of ecotourism, and can not understand the significance of ecotourism and interpretation service. Even if ecotourism can provide more benefit in the community, but their willing is not high. Second, because the benefit of interpretation service is limited, and ecotourism was classified as littlt scale economic activity in Tefuye (compare to traditional farming); as consequently, the community youth would rathere choose their original job, and do not want to choose interpretation service. In additional, due to the fact that the interpretation service would bring more positive externality for the society, therefore from the perspective of economics, the government's intervention is a way to correct the distorted interpretation market. The case proposed by the research shown that, little scale tourism such as ecotourism in tribe, the government's intervention of ecotourism interpretation service could be reevaluated, for achieving the objective and original intention of ecotourism