依類型 族群 主題   
 
 
2021.10.08
原住民部落觀光發展之牡丹鄉民宿經營研究探討
族群: 跨族群  
主題: 部落發展、觀光旅遊  
作者 古英勇
學校系所 環球科技大學企業管理系中小企業經營策略管理碩士班
地點 屏東縣 牡丹鄉    
研究內容

 原住民部落有獨特的人文資產與生態環境,深具觀光旅遊潛力,原住民部落民宿經營的方向及民宿經營的困境,值得探究。本研究是以原住民部落觀光發展之牡丹鄉民宿經營研究探討為研究主題,研究目的是為瞭解原住民部落(牡丹鄉)的觀光發展和民宿經營現況,以及行銷策略和民宿經營的困境。研究範圍為屏東縣牡丹鄉,以屏東縣牡丹鄉的民宿業者中,取樣某四家民宿為研究對象,透過質性研究以不同的角度採用文獻分析法、深度訪談法及個案分析法,探討本研究之目的,經研究分析後提出結論與建議,以提供牡丹鄉民宿業者經營方向及民宿永續經營之建議參考,以助提升原住民地區觀光產業的永續發展。
研究發現,民宿業者用服務、多元的選擇、加強行銷和熱情吸引客人;結合牡丹鄉豐富的人文歷史與自然生態資源,設計開發套裝行程,進行導覽解說及體驗活動,讓客人一來再來;有業者認為,家人支持是創造永續經營的動力。在經營策略,行銷宣傳需提升,與其他業者策略聯盟,介紹但不經手錢,目前因新冠肺炎疫情,配合政府政策,先求穩定再求改變。
本研究建議原住民部落民宿行業,整合當地資源,提供多元化的休閒活動,擴大民宿現有優勢,推出提升遊客滿意度和意願的營銷策略,吸引遊客回訪,再造新客源;未完全合法化業者,盡快透過合法化的管道,避免罰款;不斷學習,增進經營的專業知識與技能;提升國際視野加強外語能力,提供多語言標籤。

Taiwan aboriginal tribes have unique human assets and ecological envirenment, and they have great potential for sightseeing. The direction of the aboriginal tribe’s homestay(B&B) management and the plight of homestay operating are worth exploring. The research is based on researching and discussion on the operation of the Peony Township B&B in the tourism development of the aboriginal tribes. The purpose of the research is to understand the tourism development and the current status of the B&B operating of the Aboriginal tribes(Mudan Township), marketing strategies, The dilemma of homestay management. The research scope is Mudan Township, Pingtung County, taking a sample of four homestays from homestay oprators in Mudan Township. Through qualitative research, literature analysis, in-depth interviews and case analysis are used from different perspectives. To discuss the purpose of this research, and put forward conclusions and suggestions after researching and analysis, in order to the business direction of the Peony Township homestay Industry and suggestion for the sustainable operation of the homestay, so as to help promote the sustainable development of the tourism industry in the aboriginal area.
The research found that the homestay industry used services, diversified choices, enhanced marketing and enthusiasm to attract customers; combined with the rich cultural history and natural ecological resources of Mudan Township, they designed anddeveloped Packaged intineraries, conducted guided explafor crenations and experience activities, allowing guests to come again and again. Some people believe that family support is the driving forces for creating sustainable operations. In terms of business strategy, marketing needs to be improved, strategic alliances withother businesses, introductions but no money, currently due to new covid-19 epidemic, in line with government policies, firstly to seek stability and seek changing.
This research suggests that the aboriginal homestay industry should integrate local resources, provide diversified leisure activities, expand the existing advantages of homestays, and introduce marketing strategies that increase tourist satisfaction and willingness, attract tourists to return visits, and recreate new sources of customers; companies that have not been legalized should as soon as possible Use legalized channels to avoid fines; constantly learn how to improve their professional knowledge and skills in business operations; enhance their international perspective, strengthen their foreign language skills, and provide multilingual labels.