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題 名 | 由鑽石模型理論探討苗栗縣民宿與休閒農場之經營績效=B&B and Leisure Farms in the Diamond Model Analysis of Business Performance |
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作 者 | 潘麗卿; 夏太長; 高慧蘭; 黃素珍; | 書刊名 | 建國科大社會人文期刊 |
卷 期 | 32:2 2013.07[民102.07] |
頁 次 | 頁15-32 |
分類號 | 992.6 |
關鍵詞 | 民宿與休閒農場; 鑽石模型; 競爭優勢要素; 關鍵競爭要素; 經營績效; Diamond model; Competitive and vantage; Business performance; Key competitive advantage; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究以苗栗縣觀光發展最具特色之民宿與休閒農場為研究對象,結合波特(Michael E. Porter, 1990)鑽石模型理論,找出影響民宿與休閒農場競爭優勢要素,進而探討其經營績效。本研究採問卷調查法,針對開業屆滿3年以上之業者進行普查,有效回收問卷200份。實證結果發現影響民宿與休閒農場競爭優勢要素中以「消費者需求」、「相關與支援產業」、「人力資源」與「企業策略結構與競爭」最為重要,顯示業者重視消費者的需求,發揮同業間的相互支援與合作,內部加強人力資源管理及運用策略吸引客源,方能創造商機提升經營績效。另在競爭優勢要素中「政府支持與推動」與經營績效指標間呈顯著正相關,表示政府的輔導與支持是提升業者經營績效的重要關鍵競爭要素。並經由迴歸分析結果發現,除政府支持與推動經營績效指標的最重要解釋變項外,其次人力資源、基礎建設與財務管理也是重要經營績效影響因素。綜合而言,近幾年來政府持續為發展苗栗縣觀光所投入的各項補助與輔導資源是奏效的,加上若業者願意積極投入各項軟硬體設施、提高對服務人員素質的要求及加強對財務管理的重視,都是促使營收成長、顧客增加、住房率提高與獲利率佳的重要關鍵。 |
英文摘要 | Therefore, this study adopted Porter's Diamond Model Theory, identify the impact of the B&B and Leisure Farms in Miaoli critical success factors with competitive advantage, through the reliability analysis, descriptive analysis , the difference test, correlation analysis and other statistical analysis methods to obtain evidence of the findings and make recommendations and contribute to strategic. The empirical results show that the ”accommodation services”, ”food service” and ”agricultural business experience” as the main competitive advantage element of Miaoli County B & B and leisure farm. Currently, ”consumer demand”, ”related and supporting industries”, ”human resource” and ”corporate strategy structure and competition” are four of the key competitive sources with B&B and Leisure Farms in Miaoli. Elements of competitive advantage, ”government support and promotion” were highly significant positive correlation with the various business performance indicators, government guidance and support is a key competitive advantage element to improve the operating performance of the industry. In addition to government support and drive operational performance indicators as explanatory variables, regression analysis found human resources, infrastructure and financial management also exerting major influence. Government subsidies and counseling resources to develop Miaoli County in recent years yielded significant effect. If the industry becomes actively involved in various software and hardware facilities to upgrade quality of service personnel and pay greater attention to financial management, we should see the best revenue growth as well as an increase in hotel occupancy. |
本系統中英文摘要資訊取自各篇刊載內容。