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題名 | 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 |
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作 者 | 林杏; 吳幸玲; 陳桓敦; 文祖湘; | 書刊名 | 區域與社會發展研究 |
卷期 | 4 2013.12[民102.12] |
頁次 | 頁263-285 |
分類號 | 992.61 |
關鍵詞 | 原住民地區; 白蘭部落; 民宿經營; 紮根理論; Aboriginal areas; Paskwaran tribes; B & B management; Grounded theory; |
語文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。