休閒農場經營績效指標之建立—以宜蘭縣為例

The Establishment of Leisure Farm Performance Index-An Instance from I-Lan County

陳凱俐(Kai-Lih Chen) ； 張書綺(Shu-Chi Chang) ； 林豐政(Fenq-Jeng Lin)

《宜蘭大學生物資源學刊》 4卷2期 (2008/12) Pp. 115-125

https://doi.org/10.6175/job.2008.42.13

摘要

宜蘭縣是一個休閒農場密度甚高且具有多元化休閒娛樂的地方，但由於各休閒農場業主經營策略不盡相同，進而影響休閒農場績效目標的達成，因此，建立一套有效的續效指標，可做為農場評估及達到高續效的方法之一。本研究主要評估及建立宜蘭縣休閒農場之經營績效指標，所探討之休閒農場經營績效包括：（一）財務面：包含收益力、活動力等；（二）員工面：包含人員的培訓、激勵制度等；（三）行銷面：包含體驗活動、廣告行銷管道等；（四）顧客面：　包含滿意度、知名度等；（五）其他方面：包含研發創新能力、政府補助等。在資料蒐集方面，採用問卷調查方式：在財務面、員工面、行銷面及其他面，實地訪查宜蘭縣實際經營休閒農場之全部業者；顧客面則針對至這些休閒農場旅遊之遊客，依各農場遊客人數比例進行分層抽樣，抽取1,068個樣本。分析方法則採用利用因素分析法，以彙整出休閒農場經營績效之重要構面及建立經營續效指標，並依各構面指標對宜蘭縣之休閒農場進行經營續效排序。本研究所建構宜蘭縣休閒農場績效指標，包含構面有「要素效率與續效因素」　（33.71％）、「內部行銷因素」（22.87％）、「績效成長因素」（16.06％）、「外部行銷因素」（14.64％）、「行銷成本因素」（12.72%），其中「要素效率與績效因素」包括市場佔有率、資本生產力、勞動生產力、知名度及土地生產地，「內部行銷因素」包括員工進修時數、口碑行銷、整體滿意度及激勵方式，「續效成長因素」包括營業收入成長率及遊客成長率，「外部行銷因素」為行銷管道及研發種類，最後一項「行銷成本因素」為廣告行銷費用。本研究建立宜蘭縣休閒農場在各構面之經營績效指標及綜合指標，並透過此指標針對宜蘭縣內各鄉鎮及休閒農業區加以排名，亦能透過其在各構面指標之表現，了解其較弱構面，做為不斷改進的方向，提升自我競爭力，達成高績效之目標。

關鍵字

休閒農場 ； 績效指標 ； 因素分析

並列摘要

I-Lan is a county with relatively high leisure farm concentration and with leisure entertainment in varied facets. The performance achievement level of individual leisure farm was highly related to the different management strategy applied by the owner. Therefore, the establishment of an efficient performance index becomes a proper way to evaluate and to achieve the desired performance of leisure farms.The major purpose of this research is to evaluate and to establish a performance index for the leisure farms in I-Lan county. The variables included: 1. financial aspect, includes profitability and activities; 2. employee aspect, includes training and encouragement; 3. marketing aspect, includes experience and channels for advertisement and selling; 4. customer aspect, includes satisfaction and acquaintance; 5. other aspects, include innovation, R&D ability and government's subsidy. Information and data was collected by personal interview to managers and visitors of all the leisure farms in the county. The questionnaire for managers included aspects of finance, employee, marketing, and other events. As for the customer aspect, at least 1,068 sampled visitors were interviewed from the visitors to the farms in accordance to the customer proportion of individual farm and by proper statistical sampling method. Factor analysis was applied to the data collected to reveal the principal factors of leisure farm performance and to establish an integrated index. Leisure farms surveyed were then ranked according to their performance evaluated by the index of each aspect.The performance index of leisure farm in I-Lan county constructed here include factors of ”Essential factor efficiency and performance factor” (33.71%), ”Internal marketing factor” (22.87%)m ”Performance growth factor” (16.06%), ”External marketing factor” (14.64%), and ”Marketing cost factor” (12.72%), in which the ”Essential factor efficiency and performance factor” includes market share, capital productivity, labor productivity, awareness and land productivity; ”Internal marketing factor” includes staff education hour, buzz marketing, overall satisfaction and encouraging method; ”Performance growth factor” includes sales growth rate and tourists growth rate; ”Extemal marketing factor” includes marketing channel and R&D category; and the last one ”Marketing cost factor” is the marketing expenses of advertisement.This research establishes the operation performance index and comprehensive index of each aspect at the leisure farm in I-Lan county, and use this index to rank leisure farm areas of each township, and understand the weaker aspect through its performance in the index of each aspect, and as the course for continuous improvement to improve self competition ability to achieve the goal of high performance.

並列關鍵字

leisure farm ； performance index ； factor analysis