桃園地區休閒農場服務品質評估

Service Quality Evaluation for Leisure Farms in Taoyuan Area

李忠林(Chung-Lin Lee)

指導教授 ： 胡宜中

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300814

摘要

摘要
　　由於經濟起飛、國民所得提高、休閒時間的增加，國人越來越重視休閒生活，休閒旅遊活動受到大眾喜愛。近年來臺觀光旅客及國內旅遊人口增加，促使觀光、旅遊及休閒產業更加蓬勃發展，「休閒農場」已成為提供國民休閒遊憩活動的地方。由本論文獲得之統計資料得知，行政院農業委員會2004年全面性調查，台灣休閒農場共計1,102家，休閒農場發展多集中於北區44.7%，其中桃園縣94家占8.5%，位居第二，僅次於宜蘭縣128家。以設立休閒農場的密度調查，宜蘭縣每個鄉鎮平均設立10.7個，台北市居次10.1個，桃園縣密度為7.8個位居第三，桃園地區擁有天然優美的環境與休閒遊憩資源，極具發展休閒農業之基本條件，近年來地方政府積極輔導及農會全力的配合，在農業轉型與資源運用下，休閒農場已逐漸吸引遊客在週末假期裡，成為最佳休閒遊憩據點，同時也帶給地方更多的經濟效益。桃園地區的合法休閒農場在經營上頗有特色，在探討服務品質上有其價值。由於目前經濟衰退、失業率攀升、油價高漲等因素，各行各業都面臨重新調整體質，而休閒農場也必須隨著環境有所調整，藉由多準則評估方法找出休閒農場服務品質關鍵因素，並提供關鍵因素給休閒農場經營者參考，引發本研究動機。
　　國人生活水準提昇，不僅對休閒活動次數增加，且對服務品質的要求相對提高，目前臺灣休閒農場的競爭愈來愈激烈，服務品質是休閒農場的最大特色，成為影響農場發展之重要因素，惟有提供遊客滿意服務，才能提昇休閒農場的形象，而建立休閒農場的形象，不但要提升服務品質並且提高遊客滿意度。學者指出休閒農場若能提供良好的服務行為與專業解說將會有助於提升關係品質與重遊意願。休閒農場的硬體設施良窳，會影響遊客的意願，而服務品質的優劣才是休閒農場致勝的關鍵因素，休閒農業強調消費者導向，必須強化休閒農場的體質，提升服務品質與滿意度，才能符合遊客需求。
　　本研究探討休閒農場服務品質，採用德爾菲法建立研究架構。由於網路程序分析法強調準則間或多或少存在著相依關係，在應用上也是找出關鍵因素的有效工具，因此本研究採用網路程序分析法，以找出影響休閒農場服務品質的關鍵因素。
　　研究結果顯示：
1、關鍵構面：消費者重視「關懷性」、「反應性」、「保證性」。
2、關鍵準則：消費者重視「滿意度」、「遊客溝通」、「真誠對待」、「親切感」、「服務熱誠」。

關鍵字

休閒農場 ； 服務品質 ； 德爾菲法 ； 網路程序分析法

並列摘要

ABSTRACT
With rise of economy, higher national income and longer time spending in the leisure and entertainment, Taiwanese people have more and more emphasis on the recreational life that any leisure event or travel becomes public’s favorite. In recent years, the upward in the population of tourist coming forth and sightseeing in Taiwan facilitates prosperity in the development of sightseeing industry, tourism and leisure industry where “leisure farm” has become the No. 1 space the public select for leisure and recreational activity. Indicated from the statistics acquired for this study, The Council of Agriculture, the Executive Yuan, had an overwhelming survey in 2004 where the result indicated a total of 1,102 Taiwan leisure farms are mostly situated at the northern part which accounted for 44.7% of all, wherein, 94 of them situated at Taoyuan County and accounted for 8.5% of all is positioned in the 2nd place to 128 of them situated at Yilan County. For density survey the leisure farm occupied in Taiwan, a total of 10.7 farms are established in each town averagely within the territory of Yilan County, followed by 10.1 in Taipei City and 7.8 in Taoyuan County, the third to all; Taoyuan region is in possession of natural and brilliant environment as well as resource required for leisure and recreation, which is likely in the constitution of basic development of leisure agriculture; in recent years, local government had have progressive guidance plus with farmers association’s full cooperation, with agricultural reform and resource utilization, leisure agriculture is alluring more and more tourists coming forth in the weekends and holidays, which has become the best place for leisure, while bringing local place about more economic effects. Legal leisure farms situated at Taoyuan region have been featured in the performance which have added-on value in the discussion of service quality. Due to factors including but not limited to economic regression, skyrocketing unemployment rate and oil price, every industry is facing with a reorganizing situation and leisure farm also has to meditate in such adjustments with larger environment; key factors to these farms’ service quality during performance shall be identified by multi-criteria evaluation methods and such key factors shall be provided to the operators or owners of leisure farms for reference, which triggered motives in the Study herein.
The upgrade of national living standard not only increases number of engaging in the leisure activity, but also requests more in the service quality; currently, competition amongst Taiwan leisure farms becomes more and more intense that service quality constitutes the largest portion of feature in a leisure farm and becomes the most critical factor to influence farm development; tourists’ satisfaction with the service is the only way to upgrade image of a leisure farm which shall consist of upgrade of service quality and rise of satisfaction. The scholar(s) suggested that good conduct of service and expert illustration are both helpful to the upgrade of impersonal relationship quality and revisit intention. Functionality of hardware and facility within a leisure farm has a certain extent of effect on a tourist’s intention and superiority/inferiority of the service quality is the most critical factor to the success of a leisure farm. Leisure agriculture has consumer-oriented focus that the nature of a leisure farm shall be intensified and service quality as well as satisfaction shall be improved to fulfill what a tourist demands actually.
This study discussed service quality performed by a leisure farm where the Delphi method was used to build the framework. Due to more or less dependence presented amid focusing guidelines behind a variety of Analytic Network Process, they are also the effective tools to identify key factor; hence, Analytic Network Process was utilized herein to identify key factor to influence service quality performed by a leisure farm.
Indicated from the findings:
1.Critical Dimension: Consumers focus on “Empathy”, “Responsiveness” and “Assurance”.
2.Critical Guideline: Consumers focus on “Satisfaction”, “communication with the tourist”, “treatment with integrity”, “friendliness”, and “passion”.

並列關鍵字

Delphi ； Leisure Farm ； Service Quality ； Analytic Network Process

參考文獻

台灣休閒農業學會，2004，休閒農業場家全面性調查計畫報告，行政院農業委員會。

李孟訓、周建男、林瑜君，2006，休閒農場之服務品質、關係品質與顧客忠誠度之關聯性研究，農業經濟半年刊，80期，頁125-168。

沈佑諭、李瑞興，2012，台灣中南部地區休閒農場市場區隔之研究，休閒事業研究，第十卷，第二期，頁45-61。

林勇信，2003，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，第九期，頁1~46。

桃園縣政府農發局2013，http://www.tycg.gov.tw/site/