風格化知識的開創歷程：探究台灣民宿創業中的身體知識

The Creation Process of Stylized Knowledge: Exploring Embodied Knowledge in Taiwan B&Bs Entrepreneuring

本研究以梅洛龐蒂的感知現象學探討台灣民宿（B&B）業者風格化知識的開創歷程。本研究認為台灣民宿行業的創業知識是創業者在該領域的經驗學習相對應的過程，他們的創業實踐可分為五個維度的身體知識：（1）打造民宿建築特色的身體知識；（2）營造民宿成為特色景點的身體知識；（3）融入在地人文、環境與生態的身體知識；（4）成本與經營實踐的身體知識；（5）服務流程的身體知識。這意味著每個B&B創業者在將創業知識付諸實踐的同時也形成對創業獨特的認知和獨特的身體圖式。從這個角度來看，民宿創業家體現了梅洛龐蒂的身體主體性，每一種個性化的創業實踐風格都展示了他們對創業知識的身體圖式、體現與慣習，進而定義他們感知和創造與生活世界聯繫的方式。總而言之，創業知識的創造涉及經驗，因此可以被視為個人自我意識和對生活世界的感知成功結合的證據。

This paper intends to explore the entrepreneurial knowledge in the Taiwanese Bed-and-Breakfast (B&B) industry in the light of the French philosopher Maurice Merleau-Ponty's phenomenology of perception. The entrepreneurial knowledge can be categorized in five dimensions of body practice: (1) building characterized architectural style of the B&B; (2) transforming the B&B into a local attraction; (3) integrating the style of B&B with local cultural, environmental, and ecological features; (4) taking cost and business management into practice; and (5) implementing a practical customer service procedure. This finding implies that each B&B entrepreneur might have developed a distinctive perception of entrepreneurship and their unique body schema while putting entrepreneurial knowledge into practice. From this perspective, B&B entrepreneur reflects the notion of body subject in Merleau-Ponty's sense. As an entity of established behavior in relevant matters, each individualized style of B&B owners' entrepreneurial practice demonstrates their body schema, embodiment, and entrepreneurial habits, which would then define their own way of perceiving and creating links to other subject matters and conditions. To conclude, the creation of entrepreneurial knowledge involves empirical experience and can thus be seen as evidence of a successful combination of an individual's self-awareness and perception of the living world.