由於資本主義發展過程導致貧富差距和偏鄉人口流失的種種問題逐漸受到重視，政府單位和民間團體開始透過另類經濟模式的倡議，試圖修正或彌補資本主義發展所帶來的負面影響。再者，隨著台灣解嚴之後政治經濟情勢的變化，從威權體制獨尊中華文化到民主開放強調多元文化主義的轉變過程中，原住民文化也開始受到台灣主流社會的關注和重視。在這些相關背景中，本文試圖觀察近年來東海岸推展部落觀光的相關發展，尤其從交通部觀光局東部海岸國家風景區管理處推動的計畫著手，以「東海岸部落觀光產業聯盟發展合作經濟模式」為例，就政策的發想，相關執行的過程，與部落社區的關係，可能遭遇的挑戰等面向，來進一步思考政府所推動的部落觀光產業在東海岸的發展，以及關涉的相關面向。

Today, the advanced development of capitalism has caused a gap between the rich and the poor, especially relating to the phenomena of rural to urban migration. The government and many local groups began developing new forms of economy in order to ameliorate the negative impacts coming from capitalism. Additionally, in line with the sociopolitical transformation caused by the cessation of the martial law, government policy has moved from cultural assimilation to multiculturalism that highlights cultural diversity. In this climate, indigenous culture has come to be foregrounded and valued in mainstream Taiwanese society. Having this background, this article observes the ways in which local groups in east coast Taiwan engage with the idea of tribal tourism. Through examining a program conducted by the Office of the East Coast National Scenic Areas in the Tourism Bureau of Taiwan, called the “east coast tribal tourism collaborative economic model”, this paper develops understanding and reflection on issues including the ideas of policy making of tribal tourism, the process of execution, the relationship with local communities, and potential challenges.