Review Article

Research On the Ecologically Sustainable Development of Tribal Homestays in Taiwan Based on Tourism Network Value Creation

Yingwei Wu¹ and Yang Jin²*

¹Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung, Chinese Taiwan

²School of Arts, Sichuan University Jinjiang College, Meishan, China

Submission:July 18, 2024;Published:August 07, 2024

*Corresponding author:Yang Jin, School of Arts, Sichuan University Jinjiang College, Meishan, China, Email: m13372695346@163.com

How to cite this article:Yingwei W and Yang J. Research On the Ecologically Sustainable Development of Tribal Homestays in Taiwan Based on Tourism Network Value Creation. Glob J Tourism Leisure & hosp manag. 2024; 2(1): 555579. DOI:10.19080/GJTLH.2024.02.555579.

Abstract

This study aims to understand the current operational status of the tribal homestay industry in ChineseTaiwan. From the perspective of tourism network value creation, it explores the integration of homestay operations with ecotourism and the impact of jointly establishing multiple values in tourism products or service experiences, thus achieving sustainable development of the homestay ecosystem. The research indicates that homestays must combine customer experiences with local community culture to create value together. By analyzing tourists’ psychological states and the experiences gained during their journeys, the study examines whether these factors influence the perceived value during the travel process. Furthermore, it effectively incorporates local resources and sustainable development strategies to improve the operational models of tribal homestay practitioners.

Keywords:Homestay Industry; Ecotourism; Value Creation; Tourism Network Value Creation; Sustainable Development

Introduction

Previous studies have pointed out that exploiting the existing traditional culture and natural environment particularly in rural areas makes rural homestay tourism to produce a great source of revenues. Indeed they can facilitate the preservation of those environments and cultural sustainability [1]. Many tourists not only search for comfortable and budgeted stay, they also pursue knowledge about traditional living culture and related tourism practices [2]. With the deepening of people’s travel methods, the enrichment and diversification of travel content, and the adjustment of travel concepts, homestays have continuously changed their service content, seeking the most appropriate ways to meet tourists’ needs. Homestays have transformed from mere tourism reception facilities into significant tourism products and unique travel experiences [3]. With accommodation providers increasing their expectations of lodging demands, significant investments have been made in building hotels and homestays, leading to a rapid growth in the supply of the accommodation industry. The networked nature of leisure and tourism becomes clear in these practices and experiences [4].

From the perspective of tourists, travel involves exchanging diverse and lively interesting experiences in a foreign place [5]. When making travel decisions, tourists often have specific expectations regarding accommodation since it serves as their “home” during vacations. For the accommodation industry, since what is provided is an intangible experience, it is even more necessary to create added value beyond products and services through emotional and sensory stimulation [6]. Nowadays, consumers have access to increasingly diverse channels for obtaining homestay information. Faced with an array of homestay products, how to satisfy consumers and achieve sustainable development of the homestay ecosystem is a challenge that homestay practitioners must address. Homestay operators must collaborate with customers to create new value [7]. Especially for tribal homestays with unique local ethnic cultures, not only can they create unique customs, cultural environments, and highlight architectural styles, but they can also enhance tourists’ recognition of local culture, thereby increasing the industry’s added value [8].

Current Status and Development of Homestays in Taiwan

With the popularity of tourism and the support of the government, the homestay industry in Taiwan has become a booming tourism and leisure industry [9]. The emergence of homestays initially addressed the demand-supply gap in early tourist destinations, but it has now evolved into a diverse serviceoriented environment emphasizing style and taste. In the early stages of Taiwan’s homestay development, most operators were rural residents or indigenous people with limited quality standards, lacking operational efficiency and distinctiveness. However, over time, homestay operators across regions have developed unique characteristics, shifting from merely selling rooms to offering high-quality, style-oriented homestays. They provide richer product content, combining gourmet food, experiences, guided tours, and local deep cultural and ecological tourism. This creates a vacation atmosphere appealing to enthusiasts who enjoy rural life experiences and have an interest in rural industries, culture, and natural ecology.

In fact, the homestay industry can be seen as integrating local cultural backgrounds and industrial resources, offering diverse and personalized services and products that combine learning, experience, lifestyle, leisure, and vacation [10]. Only through innovation and improvement of homestay operators’ business models, along with effectively incorporating local resources, can local industries thrive and promote sustainable development of homestay operations [11]. In terms of creative thematic styles, Taiwan homestay operators often integrate local natural, cultural, industrial, and lifestyle resources to form highly creative themes, distinctive features, and homestay products with landscape aesthetics concepts. Examples include nostalgic retro, rural countryside, indigenous styles, exotic styles, and cultural artthemed creative products [12].

In summary, given the positive outlook for leisure tourism and vacationing in Taiwan, more people are participating in the homestay business, competing for market share. Homestays have transformed from mere family sideline facilities providing lodging to tourists into major accommodation choices for travellers. For sustainable operations, homestay operators should focus on the physical characteristics of the homestay itself, such as geographical advantages, a cozy lodging environment, a good brand image, successful distribution channels, and accurate product positioning [13]. With the highly competitive market in the accommodation industry, homestay operators must assess their conditions, actively create unique homestay features to differentiate from competitors, fully utilize local resources for sustainable development, and enhance service standards. Only by improving the overall competitiveness of homestays can they secure their market position and find a better market niche [14].

Customer value

In the tourism industry, customer value has been proven to be a key factor in maintaining a competitive advantage [15]. The more a company understands customer value, the better it can provide feasible and valuable products and services [16]. Holbrook (1994) defines customer value as an “interactive, relative, and preferential experience”, meaning that customer value is the evaluation formed by an individual customer regarding a specific object or shopping experience. Holbrook (1994) highlights four characteristics of customer value: interactivity, relativism, affectivity, and a grounding on the consumption experience [17]. The ultimate evaluation by customers stems from the experiences or interactions they gain from purchasing products or traveling, embedding the concepts of interaction and relative preferences.

Overall, customer value can be divided into three types: functional value, experiential value, and symbolic value [18]. Functional value emphasizes the product’s or service’s ability to solve customers’ problems, satisfying their practical needs and thus achieving functional value. Experiential value focuses on satisfying consumers’ intrinsic pursuit of sensory pleasure, variety, and cognitive stimulation. This means that in the process of choosing products or services, customers consider the emotional, aesthetic, or other sensory pleasures and fantasies the transaction process brings, rather than just the actual output results. Symbolic value emphasizes that through the use of products or consumption experiences, customers can enhance their self-image, social status, or sense of belonging. Corporate innovation is not only about selling products, services or even brands, but also about “customer value”, which is created or maximised by corporate innovation [19]. In the corporate value chain, the service link is the closest to customers, and thus, a service-oriented strategy is essential for any enterprise [20].

Li Huihui’s (2011) research found a positive correlation between experiential marketing and customer value, with higher willingness to revisit [21]. In the era of the experience economy, tourism places greater emphasis on creating moving and unforgettable experiences for customers, which is a quick way to enhance customer value [22]. In tourism marketing and brand building, the homestay industry must create a brand that serves as a “stage for value creation,” generating positive emotions and anticipation for the next experience in consumers. For example, considering coffee products, they can be primary products, goods, or services, each deriving different values. Adding specially created situational experiences can further enhance the value. Starbucks is a prime example of excelling in brand creation and situational experiences. The higher the degree of customer satisfaction with the experience, the greater the customer benefits, and thus, the higher the customer value and the price customers are willing to pay.

Value creation in the tourism network

The tourism industry is a collaborative endeavor that brings together various related businesses to work synergistically. These businesses effectively leverage natural and cultural capital, successfully integrating tourism with traditional industries to create outcomes that exceed tourists’ expectations, making it a model for successful tourism resource integration. For the tourism industry, the process of providing essential conditions for tourism products or services is essentially the creation of value. Therefore, customer value co-creation in the tourism industry can increase satisfaction with the destination, trips, accommodation, services, and overall experiences [23]. Alimoradi and Sharif (2011) propose a process for tourism network value creation (Figure 1), which involves identifying the necessary developmental capabilities to effectively manage tourism networks and ensure the production of added-value relational values [24]. From a business model perspective, the composition of tourism networks is becoming a primary subject of analysis, with enterprises and partnerships examining operational issues from a systemic level.

Homestay operators actively creating unique features for their homestays have become one of the mainstays of the tourism industry. Tribal homestays strive to differentiate themselves from competitors by enhancing service standards and fully utilizing local resources to attract tourists, thereby contributing to the value of Taiwan’s tourism. For instance, Taiwan homestays can develop green tourism, expanding from individual accommodation points to broader areas, extending to surrounding tribes or tribal communities. The development of homestays in Alishan, Taiwan, serves as a typical example. Alishan Township includes the villages of Leye, Shanmei, and Xinmei, with industry characteristics focusing on organic farming and leisure tourism. The tourism development strategy of the tribal community emphasizes organic certification, talent training, improvement of production facilities, and the establishment of production and marketing systems.

The following outlines the process of tourism network value creation specific to the operation of tribal community homestays:

Guest Rooms

Although homestays are small-scale family-run businesses, they must still exhibit the professionalism of the hotel industry. By combining the cultural characteristics of the tribe and the owner’s tastes, they can seek uniqueness and differentiation on the basis of standardization. The guest rooms of a homestay can be filled with creativity, warmth, and the aesthetic style of the local tribe.

Catering

Tribal catering is a very important part of homestay operation. It must incorporate professional knowledge and techniques from the catering industry, continually enhancing the quality, content, and variety of the food offered. It is particularly important to use local ingredients to create fresh, delicious tribal dishes, coupled with strong local characteristics and friendly service.

Experience Activities

Experiencing tribal life is another essential aspect of homestay management, especially for family tourism. Family experiences have become a trend, allowing urban children to engage with tribal culture, industries, lifestyles, and ecology. They can discover a world completely different from the city, becoming closer to the soil and nature. Experiencing activities in some experiential tribal homestays has become a key attraction for customers.

Guided Tours

Tribal homestay operators act as local agents, familiar with local resources and fully utilizing the area’s unique features. This includes the tribe’s history, humanities, industries, and natural ecology. Relevant tribal knowledge must be understood and recognized through various channels, enabling the operators to become local guides who introduce the unique features of the tribe.

Participation in Training Courses

Participating in training courses is an excellent way to improve management skills. In addition to receiving professional course content, the exchange and interaction among trainees can lead to better learning outcomes. Courses provided by agricultural departments, cultural departments, tourism departments, and tribal colleges are available for learning.

Ecotourism

Homestays are also great venues for developing ecotourism. Typically located in rural areas with excellent ecological environments, they can offer eco-interpretation and eco-tourism experiences. Many ecological homestays themed around tribal ecology exemplify the effective use of local natural ecological resources.

Community Building

Tribal homestay operators often act as pioneers in community building. The development of homestays must integrate with tribal resources. Beyond managing their own homestays, they need to invest in and participate in community changes. Based on resources and development conditions, they should enhance the tribe’s characteristics, adopting a cooperative model to manage the tribe together. This approach elevates the environment, landscape, nature, and humanities of the entire tribe, fostering coexistence and mutual prosperity.

Tribal Tourism Consultation Service and Marketing Platform

Establishing a tribal tourism consultation and communication network platform that combines an online database for real-time, interactive effects can vividly showcase local characteristics. It can also provide information on traditional tribal culture and the ecological environment to increase resource recognition and highlight the features of tribal ecotourism.

Package Tour Promotion Platform

Developing a tourism industry chain that includes local tribal ecotourism, specialty foods, and community cultural tours. Through specialized tourism activity design, integrating ecological leisure activities and cultural experiences, the platform can enhance secondary consumption by tourists. By developing and designing related souvenir products, it can increase revenue, not only through the sale of these products but also by enhancing the comprehensive benefits of sustainable development through cultural experience activities.

Sustainable development strategy of tribal lodging ecology--Take the example of the ecological lodging in De’en Valley

Tribal areas boast rich and diverse tourism resources, with unique natural environments and cultural charms that attract numerous tourists. Homestays leverage the tourism industry for development and serve as vital carriers of local cultural transmission. However, as social and economic development progresses, the rapid growth of the homestay industry in tribal areas has also exposed various issues that hinder sustainable development. The De’en Valley Ecological Homestay in the Maolin indigenous region of Kaohsiung exemplifies the sustainable development of homestays under the integration of cultural elements, built around differentiated customs and unique “onestop experience” tribal themes.

The name “De’en Valley” is a direct transliteration from the indigenous Rukai language, meaning “beautiful valley.” In earlier times, villagers from Duona in Kaohsiung’s Maolin District had to walk to Romos for work, carrying their own stones to place on the platform steps of De’en Valley. Each person had a spot to sit and rest before continuing their journey. Thus, De’en Valley became a place of rest and waiting. Positioned on a large slate, De’en Valley remains undamaged despite heavy rains, leading the Rukai people to also refer to it as the “land blessed by ancestral spirits.”

Ecological environment

Homestays are mostly located in rural areas rich in natural resources. Therefore, they not only embody the characteristics of tribal life but also extend the architectural heritage of the local residents. However, many homestay designs are currently influenced by market trends, leading to an excessive commercialization that fails to integrate with local characteristics and the advantages of the ecological environment, thereby losing their unique appeal [25]. The De’en Valley Ecological Homestay is located in the Maolin Scenic Area of Kaohsiung, situated on unpolluted natural land. Visitors can observe species such as the purple crow butterfly, brown tree frog, and Japanese tree frog in the winter, and white-lipped tree frogs, bird frogs, tiger-striped frogs, Taiwan blue magpies, tree magpies, and Formosan red-bellied leiothrix in the summer. The homestay owner and their family have collaborated to build a small community of slate houses on ancestral millet terraces, showcasing their love and care for the homeland. Guests can enjoy a forest bath in the comfortable slate house suites, take advantage of the excellent location and spacious grounds, and participate in activities like camping, handmade baking, and ecological tours, as well as savoring locally sourced, delicious food.

The development of homestays should go hand in hand with the health of the local ecological environment. The attractiveness of a homestay largely depends on its beautiful surroundings, and thus its design should align with local residential features. The construction of these homes reflects local production methods and cultural values, playing a significant role in sustainable architectural development and ecological adaptability. It is crucial not to overlook the ecological adaptability experience of local residents in pursuit of modern aesthetics [25]. This includes considering local climate, building materials, and construction techniques.

The De’en Valley Ecological Homestay in the indigenous area of Maolin, Kaohsiung, is a distinctive example. The slate houses were built in collaboration with local elders, featuring the unique quality of being warm in winter and cool in summer. The use of slate as a material benefits the local ecological environment and supports sustainable local architecture. Moreover, the De’en Valley Ecological Homestay does not provide television, as their main activity focus is on “environmental education.” They offer a “nighttime ecological tour” in the evening, a one-hour activity allowing guests to appreciate unique species of crabs, shrimps, and various aquatic and terrestrial plants. This experience immerses visitors in the indigenous tribal atmosphere, bringing them closer to the Rukai tribe’s reverence for nature.

Local Ingredients

Catering is one of the crucial services provided by homestays, presenting challenges in selecting and procuring food, including considerations of the source, production methods, seasonality, and sustainability of ingredients. Choosing sustainable ingredients is essential for reducing environmental impact but must also balance cost and availability. Many homestays generate waste during the procurement, storage, and preparation of food, which not only wastes resources but also negatively impacts the environment.

The owner of De’en Valley Ecological Homestay also runs a handmade bakery called “Butterfly Svongvong.” This bakery develops popular signature breads by combining the characteristics of the mountains and the tribe. All raw materials are sourced from herbs and wild vegetables that can be easily picked within the area, such as Cibotium barometz, prickly ash, mountain pepper, and bird’s nest fern. Guests are greeted by the fragrant smell of freshly baked bread in the valley mornings, providing a culinary experience that engages the senses of sight,smell,and taste. Using versatile and varied bread baking as a medium, the homestay promotes local agricultural products. Freshly baked daily by hand, the bread incorporates tribal flavors with ingredients such as mountain pepper, bird’s nest fern, red quinoa, prickly ash, and tree beans. They also offer a DIY red quinoa bread activity, guiding tourists through the entire baking process from gathering raw materials to the finished product. These practices reduce energy consumption and carbon emissions associated with the transportation and storage of ingredients, ensuring the sustainability of the food supply chain. Moreover, they allow guests to experience the unique tribal cuisine, contributing to a deeper appreciation of the local culture and sustainable living [26].

Cultural Experience of Local Traditional Festivals

Diverse traditional festival activities not only meet guests’ needs to deeply experience local customs but also promote interaction and exchange among people. This is precisely one of the key features that differentiate homestays from hotels. Guests who choose to stay at the De’en Valley Ecological Homestay are often those interested in or curious about tribal culture. Experiencing local traditional festivals allows guests to appreciate cultural diversity, fulfilling their emotional and spiritual needs. Guests can fully immerse themselves, generating rich emotional resonance and cultural imagination [27]. The “Warrior Festival (Taavalra)” is one of the unique traditional ancestral rituals of the Rukai tribe in the Maolin District of Kaohsiung, Taiwan. The Warrior Festival not only represents the tribe’s coming-of-age ceremony but also involves young men participating in hunting and warfare. They must report their achievements in front of all tribespeople to earn the right to wear lily flowers and eagle feathers and be entrusted with the important task of protecting the tribe. The festival begins with the traditional tribal leader announcing the start of the Warrior Festival from a slate house. Young men report their achievements and perform the warrior dance with great strength. Youths from the three tribes of Wanshan, Maolin, and Duona gather to perform their respective warrior dances, singing tribal songs and showcasing their courage, creating a lively and spirited festival atmosphere. As a local traditional cultural activity, the De’en Valley Ecological Homestay leverages this cultural resource to provide guests with unique cultural experiences, promoting and showcasing the Rukai tribe’s festival culture. This attracts many tourists to experience the annual tribal cultural event. The day before the Warrior Festival, the homestay organizes a cultural heritage activity for all ages, teaching guests to make flower crowns, set traps, practice archery, and participate in traditional cultural competitions. This allows guests to experience traditional skills and wisdom, conveying cultural meanings [28].

Thus, the homestay serves as an important avenue for the diversified and distinctive development of culture, showcasing diverse cultural facets and driving the development of the tribal cultural industry. Overall, the Rukai tribe’s festivals integrate local dining services, homestay accommodations, local agricultural production and supply, natural ecological experiences, and tribal cultural and artistic experiences to implement sustainable development concepts. The goal is to create an in-depth tourism experience combining “indigenous culture” and “natural ecology,” allowing visitors to experience the indigenous “farm-to-table food culture” and “cultural festivals.” By integrating indigenous culture and eco-tourism, the aim is to create a distinctive local industry, expand its value, restore the local natural ecological landscape, and deepen and preserve traditional tribal cultural assets.

Conclusion

The operation of tribal homestays utilizes a collaborative approach, building a tourism network relationship among government, academia, practitioners, and the public to create value for customers. This approach connects individual tourism points into comprehensive local highlights, effectively linking accommodation, transportation, dining, leisure, and even souvenirs. By leveraging the marketing power of social media, this network creates core tourism values that resonate with consumers, successfully demonstrating marketing effectiveness.

Tribal homestay operators should capitalize on local resources to attract tourists, enrich their experiences, achieve sustainable development, and improve resource maintenance and tourism quality. For example, tourism homestays in Daluoshui Village, Lugu Lake, Yunnan, integrate “eating, drinking, playing, entertainment, lodging, and transportation” to provide comprehensive personalized services. These homestays combine food and drink with local folk entertainment, where hosts guide tourists to lesser-known scenic spots and offer travel booking services. Some hosts also establish individual WeChat groups for each visitor to understand their needs and provide suggestions that better match their Lugu Lake experience. This approach ensures that guests experience not just standardized services but also unique, personalized experiences.

Furthermore, high-recognition theme designs, unique styles, or customized offerings as strategies for “creative upgrading” add emotional value through “customer experience satisfaction,” creating limitless psychological value for homestays. This also builds a positive reputation and brand image for the region, leveraging the collective effect of partnerships to create extensive and in-depth tourism products and markets, enhancing the overall uniqueness and appeal of tourism [29].

The following are principles for sustainable development based on tourism network value creation:

Ecological Balance and Sustainable Operations

Combining ecological protection with recreational tourism activities, aiming for sustainable operations and achieving ecological balance.

Introduction of Recreational Activities and Promotion of In-Depth Tourism

Enhancing local cultural resources, increasing public knowledge of cultural heritage, and developing in-depth ecological tourism.

Partner Participation Mechanism

Integrating local industries through cooperation between local governments and community groups, fostering industry partner participation in a mutually beneficial manner.

Encouraging Community Self-Management and Revitalizing the Local Economy

Encouraging community involvement in tourism activities, including guided tours, dining, accommodation, and product sales, allowing communities to actively participate in local industry development.

Actively Promoting Tourism Homestay Brand Building

Integrating local specialty products, ecological resources, historical relics, traditional architecture, folklore, and culture to create a comprehensive tourism homestay brand.

To gradually promote the ecological tourism industry in tribal areas, the following recommendations are proposed, based on the framework in Figure 2 [30]:
i. Develop balanced strategies for tribal development and ecological resource protection.
ii. Focus on tribal cultural elements as the primary learning content in the initial development phase.
iii. Collaborate with relevant schools or tribal universities to train skills in ecological tourism.
iv. To enhance tourism appeal, encourage tribes to plan cross-regional package tours to achieve economic benefits.
v. Improve tribal management capabilities by encouraging youth to return and participate in project teams to co-create development visions.

Use tribal agreements to build consensus on ecological tourism, aiming for sustainable development and mutual benefits.

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