[ 摘要 ]

研究指出原住民觀光企業型態通常以微型企業為主。而台灣微型企業現況，85年與90年比較：從業員工未滿5人者增加12.75%(45,482家)，顯示微型企業發展有顯著的成長。以微型企業為主之鄉村觀光休憩事業中，微型企業家動機與目標與其他非微型企業有很大的不同，尤其原住民企業家經營的焦點除賺取利潤之外，更包含保存文化等目標。

本研究地點為台北縣烏來鄉和桃園復興鄉之山地原住民社區，其微型企業家為研究對象進行問卷調查。正式問卷在台北縣烏來鄉有效問卷共發65份，桃園縣復興鄉有效問題共發出112份。

問卷分析方法主要以t檢定與因子變異數分析檢定不同樣本之社區，其微型企業之創業動機與經營目標是否具有差異；單因子變異數分析探討微型企業家於人口統計上的差異。

研究結果顯示，於創業動機中，烏來與復興鄉之微型企業家皆重視經濟因素，且於「生活型態」上具有顯著差異；於經營目標上，兩地業者皆重視企業名譽，且於「企業導向」、「企業本質」、「家庭為主」和「績效」構面皆具有顯著差異。

[ 英文摘要 ]

The major business form of aboriginal tourism is micro business. The reality of micro- business in Taiwan is that it is difficult to recruit qualified employees, particularly in aboriginal communities. From 1996 to 2001, the percentage of business which hired less than five employees rose to 12.75%. Due to the increase of small-scale hospitality sectors throughout the island, which caused an increasing need for more employees, the development of micro business is thus growing.

The motivation of aboriginal or non-aboriginal entrepreneurs, which tends to focus on the recreation sectors of rural tourism, is by and large, different from those who concentrate on other businesses. Moreover, the managerial focus of those aboriginal entrepreneurs is not only make profits, but also to conserve their culture.

This study adopts a quantitative approach. The survey instrument is adapted from previous research. The study sites are two aboriginal communities: Wulai, Taipei and Fu-hsing, Taoyuan. The statistical methods for the follow-up analysis include t-test and ANOVA in order to explore whether or not there are differences in the motivation of micro businesses and managerial objectives between the two communities. In addition, the Chi-square test is also used to evaluate the background characteristics of each micro- entrepreneur. Moreover, ANOVA could be used to analyze the differences between the population statistics of micro entrepreneurs.

The research reveals that it is the economic factor, which motivates micro entrepreneurs from Wulai and Fu-hsing the most. As for the identification of the managerial objectives, both Wulai and Fu-hsing concentrate on the reputation of corporation.