原住民部落民宿行銷突破關鍵以新竹縣五峰鄉白蘭部落為例

Key Success Point of Aboriginal B&B Marketing in Taiwan A case study on Paskwaran Tribe in Wufeng Village, Hsin-ju county

本研究以新竹縣五峰鄉白蘭部落的民宿行銷發展為主要研究課題，嘗試釐清該區域民宿業於民國90年後蓬勃發展的原因，除了大環境週休二日帶動旅遊風潮外，究竟部落民宿行銷的突破點及關鍵性因素為何？本研究以該地區民宿發展歷程、現況與民宿行銷管理研究進行對話，主張除了產品特色、關係品質、待客之道…等具有直接影響因素外，對於易達性低、知名度低與資源不足的部落，加上別民宿業者行銷知識及技能薄弱的情況下，實質外部資源引入，包含人力、技術、知識與財源等各種形式，是帶動與整合部落整體，並進一步促成部落民宿發展的關鍵所在。This study focuses on the development of B & B industry at Paskwaran tribe in Wufeng Township, Hsinchu County as the main research issue, and tries to clarify its rising cause after 2001. Ever since the two-day weekend policy, which brings the tourism trend and makes a breakthrough at Paskwaran, this study would like to discover what the key successful factors are? Moreover, the study attempts to analyze how people in this tribe, one at a time, enter this B&B marketing business. Thus, this study finds that only after tribal B & B industry, with its different cultural values and marketing management, learn how to introduce external resources and combine with its ethnic characters and internet techniques, the B & B industry at Paskwaran tribe could establish a kind of well-functional and well-connected mechanism, and lead into a vigorous and vital approach for marketing management.