查詢結果分析
來源資料
頁籤選單縮合
題 名 | 休閒農業區內休閒農場差異化成功關鍵因素之研究=A Study of the Key Success Factors of Differentiation of Leisure Farms in Leisure Agricultural Areas |
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作 者 | 陳燕釗; | 書刊名 | 德霖學報 |
卷 期 | 27 2014.01[民103.01] |
頁 次 | 頁141-156 |
分類號 | 992.62 |
關鍵詞 | 休閒農業; 差異化; 成功關鍵因素; 模糊德爾菲法; 模糊階層分析法; Leisure agriculture; Differentiation; Key success factors; Fuzzy Delphi method; FAHP method; |
語 文 | 中文(Chinese) |
中文摘要 | 自2004 年以來,各方休閒農業經營者無不極力投注心力的創造本身差異化的特色去區隔化休閒農業 旅遊市場,逐漸的使許多休閒農場擺脫虧損。在此前題下,本調查研究於2011 年2~3 月間選取位於新竹、 苗栗、台中地區的休閒農業區內的10 個休閒農場分對經營者及30 位到訪遊客以模糊德爾菲法(Fuzzy Delphi Method)進行差異化的成功關鍵因素問卷調查分析,而且透過模糊階層分析法(Fuzzy Analytic Hierarchy Process, FAHP)對11 位專家學者進行問卷調查分析來綜合探討比較分析。本調查研究的分 析結果得知業者所回答的差異化成功關鍵因素共識,即是以本身所在地理與區位所形成本身資源條件, 配合資源條件,並考量市場因素、價格,來創造出餐飲特色、活動安排、聲譽,即可達成差異化成功, 遊客所認知差異化成功因素之共識則以服務品質因素為首要,而專家學者認知差異化成功因素除同於業 者及遊客認知外,亦認為政府支持及協助合法化因素為相當重要因素。 |
英文摘要 | Since 2004, leisure farm operators have all spent a lot of efforts in creating unique features for their farms, differentiating their farms in the leisure agricultural tourism market. Gradually, many leisure farms have got rid of deficits. Under this premise, this study conducted a questionnaire survey in Feb and March, 2011 with the operators and 30 tourists of the 10 leisure farms in the leisure agricultural areas in Hsinchu, Miaoli, and Taichung, applied the Fuzzy Delphi Method to explore the key success factors of differentiation, Also through Fuzzy Analytic Hierarchy Process Method for 11 experts conducted a questionnaire survey analysis to comprehensively explore the comparative analysis. According to the analysis results of this study, the common consensus of the operators of the leisure farms in the leisure agricultural areas was that the key success factor of differentiation was to work with local natural and human resources while considering market factors and prices, to create unique features in foods and drinks, arrange activities, and build reputations. This way a farm could be operated successfully through differentiation. The common consensus of the tourists was that the key success factor of differentiation was service quality. And experts cognitive success factors except for differences in cognitive operators and tourists, but also that government support and assistance to the legalization of factors very important factor. |
本系統中英文摘要資訊取自各篇刊載內容。