Abstract

Entrepreneurship in aboriginal tourism occurs mostly as micro-businesses in rural tourism. The motivations of aboriginal and other entrepreneurs differ, with the former placing less emphasis on profit-making. They are also concerned about conserving culture. Similarly, management objectives of entrepreneurs vary. This research uses a quantitative approach to explore the business motivations of entrepreneurs in two aboriginal communities in Taiwan: Wulai, Taipei and Fu-hsing, Taoyuan. The results show that economic factors are the primary motivations in both places. However, compared to motivations of entrepreneurs in Wulai, those in Fu-Hsing place more emphasis on lifestyle factors. With reference to management objectives, those in Wulai are more likely to agree more that work and life are highly-connected and place higher importance on positive business performance. In contrast, more of those in Fu-hsing endorse accomplish societal responsibilities and work is a hobby. Entrepreneurs in both places generally agree that the reputation of the business is critical to the management of a micro-business.

Key words: Aboriginal tourism, micro-business, motivation, objective.