提昇休閒農場經營績效關鍵成功因素之研究

The Study on the Key Success Factors of Promoting Operational Performance for Leisure Farms

許雅琪(HSU YA CHI)

指導教授 ： 李孟訓

長榮大學/管理學院/經營管理研究所(博)/碩士(2007年)

摘要

摘 要
由於國人愈來愈崇尚休閒旅遊，以及農業結構的變遷，使得業者紛紛投入休閒農業的經營，因此休閒農業市場面臨高度的競爭環境。本研究擬以休閒農場為主要研究範圍，運用Kaplan&Norton (1992)所發展的平衡計分卡之財務、顧客、內部流程、學習與成長等四個構面，和國內外相關文獻，彙整出相關的策略因子，以建構提昇休閒農場經營績效的關鍵成功因素之初步層級架構。
本研究針對民國94年度台灣休閒農業學會所評選出的優良農場為研究範圍，運用模糊德菲法(Fuzzy Delphi Method)與模糊層級分析法(Fuzzy Analytic Hierarchy Process)為研究分析方法，並以國內相關領域之學者、官員與業者為調查對象，逐步分析各個構面與評估準則間的權重關係。以萃取出提昇休閒農場經營績效的關鍵成功因素。
研究結果顯示，經第一階段模糊德菲法專家問卷分後，篩選出17項具專家共識的評估準則，作為第二階段模糊層級分析專家問卷的層級架構。經第二階段模糊層級分析後，萃取出員工的教育訓練
、顧客滿意度、員工滿意度、員工生産力、處理抱怨事件及時性、農場口碑這六項因素，做為提昇休閒農場經營績效之關鍵成功因素。
最後，本研究針對休閒農場之關鍵成功因素，研擬出提昇休閒農場經營績效之策略藍圖。希望本研究的研究結果能對於台灣休閒農場未來發展的政策走向，提供審慎的參考與借鏡，並且幫助休閒農場業者提昇經營績效及保有持續性的競爭力。

關鍵字

休閒農場 ； 關鍵成功因素 ； 平衡計分卡 ； 模糊德菲法 ； 模糊層級分析法

並列摘要

Abstract
Recently industrialists have invested more capitals in the operation of leisure farms because of the adoration for leisure tourism and the changes in agricultural structure. Therefore, the market of leisure farms has faced an intensive competitive environment. This study was taking leisure farms as the main research body and then by using four dimensions with finance, customer, internal processing, and learning and growing that were derived from the Balanced Scorecard by Kaplan & Norton in year 1992. In addition, this study also adopted domestic and overseas relevant literature review to collate the related strategic factors to be able to build the basic theoretical framework for the key success factors of promoting operational performance for leisure farms.
This study was based on the excellent farms that were elected by Taiwan Leisure Agriculture Institute in year 2005. The researcher was not only adopting the research analysis methodology of Fuzzy Delphi Method (FDM) and Fuzzy Analytic Hierarchy Process (FAHP), but also choosing domestic scholars, government officers, and manufacturers in relevant fields as survey objects to do analysis step by step to explore and evaluate the relations of various dimensions. Finally, the researcher extracted the key success factors of promoting operational performance for leisure farms.
The results were shown as follows. The researcher selected 17 guidelines of assessment with expert consensus as the hierarchy structure of the expert questionnaire at 2nd step of FAHP, after the expert analysis of the questionnaire at 1st step of FDM. And then the researcher extracted 6 elements which were including “Staff’s Education & Training”, “Customer Satisfaction”, “Staff Satisfaction”, “Staff Productivity”, “Handling Grievances & Time Efficiency”, and “Farm Reputation” to be the key success factors of promoting operational performance for leisure farms.
Finally, this study developed the strategic blueprint to promote operational performance for leisure farms by focusing on the selected key success factors. The researcher appreciates the results of this study to provide prudent references and efficient guidelines for further developments in domestic leisure farms, and also assist the industrialists to promote operational achievements and maintain sustainable competitive advantages.

並列關鍵字

leisure farms ； key success factors ； balanced scorecard ； fuzzy delphi method ； fuzzy analytic hierarchy process

參考文獻

6.丘昌泰(民91)。邁向績效導向的地方政府管理。研考雙月刊，第26 卷第3 期，頁4。

22.林俊昇、黃文琪(民91)。休閒農場經營績效評估之分析。農業經營管理年刊，第8期，頁1-17。

23.林勇信(民92)。休閒農場全面品質管理指標之研究--國家品質獎評 審指標之應用。農業經營管理年刊，第9期，頁1-46。

34.范祥偉、王崇斌(民89)。政府績效管理：分析架構與實務策略。中國行政評論，第10 卷第1 期，頁169~170。

38.殷于茹(民90)。進口汽車代理商平衡計分卡之設計。私立中原大學會計學系碩士論文，未出版，桃園縣。