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題 名 | 農會經營休閒會館關鍵成功因素之研究=Study on the Key Success Factors for Management of Resort by Farmers' Associations |
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作 者 | 顏建賢; 陳佾韓; | 書刊名 | 農民組織學刊 |
卷 期 | 7 民94.12 |
頁 次 | 頁91-133 |
分類號 | 431.55 |
關鍵詞 | 農會; 轉型; 休閒事業; 關鍵成功因素; Farmers' association; Transformation; Leisure industries; Key success factors; KSF; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以了解國內農會轉型休閒事業發展原因及概況為基礎,進而萃取兩個個案--東遊季溫泉渡假村及日昇之鄉會館,在轉型與經營上之關鍵成功因素。經由初步問卷普查了解全省農會轉型休閒事業之概況後,並依專家學者所推薦經營休閒事業成功之農會結果,以東遊季溫泉渡假村及日昇之鄉會館兩個案進行深度訪談及實地參與觀察,萃取出個案成功關鍵因素並比較兩個案異同之處。 研究結果顯示,農會轉型休閒事業主要原因較著重於國人休閒旅遊需求增加、休閒農業興起、及本身擁有自然資源三項,而在轉型的種類上,則較趨向於生態旅遊、休閒農場、市民農園、旅館等類型。此外,在轉型過程上,東遊季溫泉渡假村的關鍵成功因素有自然資源、地理區位、領導者的策略雄心、成立推動小組、員工向心力等共五項。日昇之鄉會館則為自有資產、鄰近觀光景點、總幹事領導能力、成立相關部門共四項。比較其兩個案相同處為地理區位、組織團隊及領導者個人三方面,差異處為自然資源、員工向心力及閒置糧倉。而在經營過程上,東遊季溫泉渡假村的關鍵成功因素有自然資源、地理區位、農會的品牌聲譽、低成本策略、差異化策略等五項,整體而言東遊季溫泉渡假村在經營上較著重經營策略層面。而個案日昇之鄉會館則為創新策略、目標客層設定正確、人力的充分運用三項因素,較趨向於注重產品上的設計來吸引顧客。 |
英文摘要 | The purpose of this research is to understand the reasons and situation that domestic Farmers' Association transforming to leisure industries, and brings out the key success factors (KSF) of transformation and operation from two successful cases - Tungyugi Health Spa Resort and Sunny Country of Formosa. The procedures of this research are as following: Use survey to understand the situation of the domestic Farmers' Association’s transformation towards leisure industries. Select the suitable cases for this research topic from the experts’ recommendations of Farmers' Associations that successfully operate the leisure industries. Design the interview outline to proceed with deep interview, and participate and observe on the spot. Analyze the results from the interview and observation find the KSF of two cased and compare them to each other. The result shows that the three reasons that Farmers' Association is transforming in to leisure industries are the increasing of compatriots’ need towards leisure and travel, the arising of leisure farming, and the natural resources of itself. The types of transformation are towards eco-tourism, leisure farm, urban allotment, and hotel. Besides, during the transformation process, the five KSF of case Tungyugi Health Spa Resort are its natural resources, geographic location, leader’s tactic and ambition, the forming of transformation committee, and the collectively goal of employees. For the case Sunny Country of Formosa, the four KSF are its wealth, close to tourism spots, the leadership of chief secretary, and the set up of related department. Compare the two cases, the similar KSF are their location, related department, and leadership of the leaders; the difference are natural resources, employee’s attitude toward the goal, and unused barn. In the operating process, the KSF of Tungyugi Health Spa Resort are natural resources, geographic location, brand of Farmers' Association, low capital strategies, and difference strategies; generally speaking, the operating of Tungyugi Health Spa Resort is centered on the use of operating strategies. On the other hand, the KSF of Sunny Country of Formosa is the innovation strategies, correctly targeting the consumer groups, and the adequate to make use of people; they centered on the design of products to attract customers. |
本系統中英文摘要資訊取自各篇刊載內容。