An Exploratory Study on Business Model of Eco-Tourism Service - A Case Study of Eco-Tourism of Wennei in Zhunan Township

• Main Authors: TSAO CHING-CHENG, 曹晉誠
• Other Authors: WU JEI-ZHENG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/qfrmc8

碩士 === 東吳大學 === 企業管理學系 === 105 === The Taiwanese Government has declared “The Year of Ecotourism in Taiwan” since 2002 followed by huge funds budgeted yearly for developing local multi-culture and area with rich ecological resources and promoting eco-tourism. Yet, the development primarily focused on community reconstruction and supplementation of promoting ecotourism service. However, there is no concreteoperational models for ecotourism development. One the other hand, the successful management and innovative service methods implemented by other industries, unfortunately, are not extensively studied, introduced and applied to this field.Therefore, this study aims to apply the Service Experience Engineering which is systematic method and innovative management model based on the service perspective to study Wennei Community, Zhunan Township, Miaoli Count as the case to investigate key framework of Taiwanese local multi-culture and development of area with rich ecotourism resources through in-depth interviews and field studies and to develop the business model of ecotourism industry. The result shows that the business model of the Wennei Community is the resource-oriented management model. Department of Environmental and Cultural Resources of National Hsinchu University of Education is the key partner for Wennei to collaborate with government, industry and school, so that the values of community reconstructing, ecological resource packaging and humanity field platform building can be co-created. The results could provide the Taiwanese Government’s emphasized development of domestic ecotourism with innovative methods of business models so that the standards and services of domestic ecotourism development could be upgraded. Keywords: Ecotourism, Action Research, Service Experience Engineering, Business Model