Before I embarked on the research about Taiwan, I have a shallow level of knowledge about its culture, traditions and society for I have not travelled there before. From the youtube videos, advertisements and word of mouth exposure, I perceived Taiwan as a modernized country. A country with high standard of living and well developed transportation network and well known for its pop singers such as Jay Chou, S.H.E, Jolin Tsai, Zhang Huimei etc and pop music. I concluded that Taiwan is also a food and shopping paradise, famous for its snacks and night markets due to word of mouth.
I feel that the primary motivators to travel to Taiwan are the desire to see their new cultures, lifestyles, music and food and for relaxation and enjoyment, to have a getaway from the busy hustle and bustle of city life. My curiosity towards the indigenous groups in Taiwan aroused. I presumed that being the minority, the indigenous groups in Taiwan could be threatened due to modernization.
Taiwanese government has officially recognized 14 aboriginal tribes in Taiwan and Amis is the largest indigenous group today. They are settled along the east coast, primarily in the Taitung and Hualien areas. (Liu, 2009) The Amis traditionally did not carry out much cultivation. (Robbins, 2008) Since they live near the coast, fishing is their main source of wealth, but hunting is still practiced. (Liu, 2009)
Millet is a staple grain that is cultivated by the Amis. Summer is when millet ripens and is harvested. Each village decides on the appropriate dates for holding a harvest festival, another example of the culture and tradition of this large tribe. The first of the celebrations begins in mid-July with the last ending in late August.
The festival continues for several days with members of each village dancing continuously in a circle to the chants of a selected "singer". Tourists may be encouraged to join the dance circle. Thus, this is an excellent time to visit Amis villages. (Robbins, 2008) Therefore, the Amis are well-known for their rich music and dance tradition. (Government Information Office, Republic of China(Taiwan) , 2011)
For example, Taiwan’s biggest movie, “Seediq Bale’ sparks the indigenous tourism, along the east coast of Taiwan where more than 40 Amis aboriginal tribes reside today. (Foreman, 2011) As stated in the news, "Seediq Bale" has created a surge in indigenous pride. The indigenous groups are now using their indigenous names in preference to their Chinese names for they are proud of their indigenous roots.
The Eastern Development Act was approved in June by the legislature and aims to develop land in Hualien and Taitung counties, allowing big developers to destroy land traditionally owned by Aborigines and threatening to ruin the lives of Amis Aborigines, Panay said. (Chang, 2011)
Taiwan’s calendar of events focuses mainly on their culture and traditions. This is evident for the three most important festivals celebrated in Taiwan are based on culture and traditions. Lunar New Year (also known as Spring Festival in Taiwan and it is celebrated according to lunar calendar) and Mid-Autumn Festival (falls on 15th of eighth lunar month). (Liu, 2009) Dragon Boat Festival (falls on fifth day of the fifth month in the lunar calendar). (Liu, 2009). Interestingly, it is the only sporting event in the world to have been inspired by a drowning bureaucrat. (Chris & Bates, 2001)
The souvenir shops in Taipei zoo sell merchandise to the tourists and the purpose is to maximize the opportunity for the customers to buy so as to generate sales. The sales made from the merchandise is one of the components that contribute to the profit of the zoo. So what did Taipei zoo do? Their merchandise has a suitably attired character on them; the pandas. They provide their own merchandise such as t-shirts, cups, hats and masks that represents pandas with Taipei zoo logo. (Mac, 2011) The t-shirts that tourist could buy acts as literally the walking advertisement of the zoo.
