原住民節慶活動期間民宿遊客動機之研究

B & B Tourists' Motivations during an Aboriginal Cultural Festival Period in Taiwan

10.29429/JSLHR.200606_1(2).05

掌慶琳(Janet Chang)；洪雅芳(Ya-Fang Hung)；吳淑鈴(Shu-Ling Wu)

原住民文化 ； 節慶 ； 民宿 ； 遊客動機 ； Aboriginal culture ； Festival ； B&B ； Tourist motivation

運動休閒餐旅研究

1卷2期（2006 / 06 / 01）

90 - 118

繁體中文

自90年代以來，原住民觀光逐漸受到重視，其蘊藏的文化內涵與真實性，是吸引遊客的主要因素。臺灣屏東縣霧台鄉的民宿能反映魯凱族文化，並滿足遊客體驗原住民文化的需求，是遊客與原住民之間直接接觸與互動的媒介。因此，民宿遊客參與原住民節慶活動更可體驗原住民文化。本研究的主要目的有：一、探討原住民地區民宿遊客於原住民節慶活動期間的參與動機與選擇民宿的動機。二、承上，民宿遊客重視的民宿屬性與喜歡從事的活動亦一併討論。本研究採現場調查方式以民宿遊客為調查對象，在統計資料方面，主要使用卡方定、信度和單因子變異數分析，其結果發現：(1)民宿遊客之三個集群在旅遊原因方面，在“原住民部落的生活體驗”上有差異；選擇民宿的動機方面，在“山林景觀”部份有差異；(4)在房間設備方面，於“餐廳”和“其他設備部份”有差異；投宿民宿時喜歡從事的活動部份，在“參與地方節慶活動方面”及“與民宿主人或其他團體的互動”上有差異；(5)在遊客的人口統計資料上，則無顯著差異。

Globally, research on aboriginal tourism came to prominence in the 1990s as aboriginal attractions became increasingly important as tourism destinations and catalysts for development. In Taiwan, Wutai Township's rich Rukai tribal culture is renowned as an aboriginal tourism attraction and bed and breakfast (B&B) accommodation has been established to cater to the growing demand for overnight stays. The main objectives of this study are two-fold: (1) to examine whether or not differences exist among the tourists to participate in an aboriginal cultural festival in terms of their motivations for choosing to stay in local aboriginal B&Bs; and (2) to explore significant differences that are associated with accommodation choice and preferred activities for tourists during their stay in aboriginal B&Bs. The most desired amenity is a private bathroom and viewing mountain scenery in a quiet atmosphere and participating in the aboriginal festival are the major motives among B&Bs patrons. The operators should 'go out of their way to make guests comfortable'. Furthermore, B&Bs should use the authenticity of aboriginal culture to promote both aboriginal tourism and their own operation.

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