原住民部落接待家庭之商業模式探討：以卓溪鄉部落接待家庭為例

近年部分原住民部落藉部落接待家庭發揚原住民文化與促進部落發展。部落接待家庭為新型態文化體驗活動，相關學術研究與資料少，基於此，本研究透過商業模式，以花蓮縣卓溪鄉之部落接待家庭為例，探究部落接待家庭之運作與價值。使用商業模式九項要素：價值主張、目標客群、通路、顧客關係、收益流、關鍵資源、關鍵活動、關鍵合作夥伴與成本結構建構訪談大綱，與7位具有兩年以上活動參與經驗之部落接待家庭活動領導者、接待者與相關工作人員進行半結構式訪談。重複閱讀並歸納訪談資料並進行分類與編碼，再以主題分析法分析與詮釋資料。研究結果發現卓溪鄉部落接待家庭最重要的部分為價值傳遞，該活動結合布農文化與部落資源，以人脈關係與媒體傳遞活動資訊，接觸並吸引對原住民文化與部落生活感興趣之目標客群，藉文化體驗活動傳遞文化價值，發揚布農文化進而獲取文化認同。 In order to promote aboriginal culture, some aboriginal tirbes start implementing an activity called tribe host family in recent years in Taiwan. However, tribe host family is a new form of cultural experiencing activities and there are few researches about tribe host family. The purpose of this study is to know how tribe host family works and how it delivers its value and takes the tribe host family in Zhuoxi Township, Hualien County as the example. The method is using in-depth interview to interview 7 participants who are leaders, hosts or workers of tribe host family. Using nine components of business model including value proposition, customer segments, channels, customer relationship, revenue streams, key resources, key activity, key partnership and cost structure to form interview outline. The results suggest that the most important part of the business model of tribe host family in Zhuoxi township is its value proposition which is promoting bunun culture and gaining cultural identity. Tribe host family in Zhuoxi township contact its customers through their connection and media. Their customers are people who interested in aboriginal culture and the lifestyle in aboriginal tribe. Through tribe host family in Zhuoxi Township customers can understand and identify bunun culture. This study gives follower researcher a structure of tribe host family and others who are implement tribe host family can take this study as reference.