The purpose of this study was to discuss the transformation process and context of the image of the Tsou Tribe residing in the Alishan Dabang Area. To understand the transformation of the Tsou Tribe s image and its developmental context, this study focuses on the Alishan Dabang Area. A qualitative method was adopted for data collection, and a snowball sampling method was used to conduct in-depth interviews with elders of the Tsou Tribe and cultural workers. Interviews were conducted to understand the participants' views regarding the tribal culture and environment. The interview contents were recorded verbatim. After the data were compiled and categorized, they were compared with the history of the Tsou tribe to clarify the transformation process in the Tsou Tribe's image. The study found that the transformation of the Tsou Tribe's image in the Dabang Area can be categorized into 6 major dimensions, namely, behavior, religion, inheritance, architectural style, industrial structure, and tribal values. Each of these dimensions was transformed during different periods, leading to differing transformation results. This study also inferred that the transformations were primarily caused by religion, economic need, and policy development. Thus, this study suggests that to accommodate currently increasing tourism trends, tribal culture and characteristics must be managed appropriately through economic activities and policies, thereby enhancing local residents' cultural identity and preservation and improving mutual respect regarding ethnic differences among various populations.