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

原住民部落擁有豐富的自然與文化資源，卻因為過去外來政權統治的影響，以及對其文化與生活的不理解，使得部落發展面臨多種問題與挑戰。部份原住民部落推動部落接待家庭，期望藉由部落接待家庭發揚原住民文化並促進部落發展。部落接待家庭為一種文化體驗活動，但由於其活動型態運作方式較新，加上相關學術研究與資料較少，基於此，本研究透過商業模式並以花蓮縣卓溪鄉部落接待家庭為例，進一步了解落接待家庭如何創造與傳遞價值。本研究以半結構式深度訪談，並以商業模式的九項要素：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，至卓溪鄉部落接待家庭進行訪談。研究參與者共有7位，包含持續從事與推動部落接待家庭工作人員，以及輔助部落接待家庭發展之工作者。將訪談資料重複閱讀並加以歸納後進行分類與編碼，最後再以主題分析法進行資料的分析與詮釋。本研究結果發現卓溪鄉部落接待家庭最重要的部分為價值之傳遞。卓溪鄉部落接待家庭結合布農文化與部落資源，透過人脈關係與媒體傳遞活動資訊，接觸並吸引目標客群，其目標客群為對原住民文化與部落生活感興趣者，藉由體驗活動傳遞文化價值，發揚布農文化進而取得文化認同。

關鍵字

部落接待家庭；商業模式；布農族文化；文化體驗活動

並列摘要

In order to promote aboriginal culture, some aboriginal tirbes start implementing an activity called tribe host family in recent years in Taiwan. Tribe host family is a new form of cultural experiencing activities and there are few researches about it. 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 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 customers can understand and identify bunun culture.