以往關於生態社區觀光的研究大都將焦點置於遊客行為、觀光資源及滿意度之探討。鮮少針對社區本身的發展歷程與價值創新策略之應用進行研究。本文以南投縣埔里鎮桃米生態村為研究場域，深度訪談三位對於桃米生態村具代表性的受訪者，採用質性研究之詮釋現象學做為文本分析的方法，以瞭解其發展歷程；並以價值創新策略的四項行動架構為分析工具，探究其價值創新策略應用之現況與影響。發展歷程研究結果分為：百廢待舉萌芽期、核心價值茁壯期與價值創新
導入期等三個階段。價值創新應用研究的結果顯示：1.創造生態為主體的觀光價值；2.建構社區自有的共生模式；3.農夫變解說員，創造在地人的價值；4.生態意象導入，紙教堂話題創造成功地口碑行銷；5.生態創意商品設計與品牌建立；6.生態遇上創意，建立文化-生態-創意的加值策略，最後將提出價值創新策略之實務建議，以提供生態社區發展生態觀光上之參考。

Previous studies on the ecological communities, most of all put the focus on tourist behavior, tourism resources and satisfaction. There’s so rarely for community development process and the application of value innovation strategies. In this paper,we study on Taomi Eco-Village, Puli Township, Nantou County as the field. We depth interviews with three respondents who can really representative of the Taomi eco-village, and using the hermeneutic phenomenological of qualitative research as
our text analysis method to understand its development process; And for the application of the value innovation strategies, we use the four action frameworks as an analysis tools to explore the current situation and impacts. Final results are divided into: rebirth period after the destruction, core values robust period, import value innovation period these three stages. About the value innovation strategies, our
research findings revealed: 1. To create eco-tourism as the main value; 2. Construction the community-owned symbiosis model; 3. Farmer become a commentator, to create the value of the local people; 4. Import the ecological image, to use paper dome as a topic shaping the reputation by successful word of mouth marketing; 5. Ecological creative product design and the brand building; 6. Ecology meets creativity, to establish Cultural - Ecological - Innovative value-added strategies. In the end we will propose practical value innovation strategy suggestions to provide ecological communities on the development of eco-tourism to reference.