圖騰在臺灣原住民族當中是相當重要的文化表徵，如神話故事、風俗習慣、信仰禁忌、生活準則等均深刻地表現於各族的圖騰；然在現代化的衝擊下，原住民文化面臨保存與傳承之困境；故探討臺灣原住民圖騰特質有助於該族群文化之傳承與復興。本研究首以文獻分析、觀察法收集資料，次以 5W1H法及詮釋結構模式萃取、收歛臺灣原住民圖騰特質語彙，並得其詮釋結構模式：傳統崇拜與禁忌、現代休閒品牌及未來簡約風格；最後以層級分析得到準則排序：圖騰意象、傳承內涵、族群識別、休閒娛樂、品牌特質。本研究結果可提供公私部門釐訂原住民輔導政策與深度觀光旅遊之參考。

Totem is not only one of the significant cultural symbols for Taiwanese aborigines, but also those of myths, custom, belief, taboo, living principles etc. are performed onto totems of each tribe. Owing to the aboriginal cultures are difficult to be kept and passed down under the impact of modernization. The exploration of totem characters of Taiwanese Aborigines could help passing down the revival of aboriginal culture. At the first of this research, we collected data by using methods of literature reviewed and observation studied. Then, the totem characters and Interpretive Structural Modeling (ISM) of the Taiwanese aborigines were extracted by 5W1H and ISM analyzed. The interpretive structure models of traditional worship and taboo, modern leisure brand and future laconic style could be gotten. Finally, criteria of totem imagery, heritage connotation, ethnic identity, leisure and entertainment, brand attributes were sorted through AHP. The results of this research can provide as references for government and enterprises who want to formulate aboriginal policies and develop aboriginal tourism.