休閒農場經營者核心能力之研究

A Study on the Core Competency of the Managers of Leisure Farms

簡明通(Ming-Tung Chien)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/農企業管理系所/碩士(2008年)

摘要

本研究目的在於瞭解休閒農場經營者對於核心能力重要程度與目前表現水準之看法，期能找出能力落差，以提供農政單位教育訓練課程設計與經營者永續經營之參考。本研究以台灣休閒農業學會2005年評選為優良農場之場家為研究對象，運用文獻探討法與問卷調查法為主要研究方法，並以描述性統計分析、t檢定、單因子變異數分析、重要─表現程度分析法等方法進行分析。而獲致結論如下：
一、經營者認為應具備的核心能力以重要程度大小依序為經營管理能力、勞動安全能力、行銷能力、溝通表達能力、企劃能力、成本控管能力等六大能力。
二、經營者的教育程度及經營前職業背景與核心能力表現水準的自我評價有顯著差異。
三、最受經營者重視的能力是遊客溝通、瞭解服務業概念及處理遊客抱怨能力；而目前表現最優的能力是遊客溝通、確保遊憩安全及確保員工安全能力。
四、經營者認為應繼續保持的能力有瞭解服務業概念、經營管理知識、服務品質概念、規劃體驗活動、新產品開發等十四項能力
五、經營者應改善的重點是制定經營策略、撰寫活動企劃、產品促銷、網路行銷概念及會計基本能力等五項能力。

關鍵字

休閒農場 ； 休閒農場經營者 ； 能力 ； 核心能力

並列摘要

This study aimed to understand the importance of the core competencies of the leisure farm managers and their opinions on the current performance. The findings will be able to provide a reference for the educational training course design of the agricultural policy-making units as well as for agri- business entrepreneurs’ sustainable development.
This study investigated the outstanding farms selected by Taiwan Leisure Agriculture Academic Society in 2005. Literature review and questionnaire survey were administered as the major research methods. The descriptive statistical analysis, t test, and one-way analysis of variance were employed to analyze the collected data. The conclusions are as follows:
1. The managers should possess the following core competencies: the mana- gement ability, the labor safety ability, the marketing ability, the communi- cation ability, the program planning ability, the cost management ability.
2. There is a statistically significant difference among the managers’ educa- tion and their professional prior background and the self-evaluation of the core competencies.
3. The abilities of tourist communication skills, understanding the concept of the service industry, and the ability to deal with customers’ complaints are the most regarded abilities by the managers; the abilities to ensure tourist and employee safety and communication skills are considered the best one.
4. The managers suggest that there are fourteen abilities a manager should posses, including understanding the concepts of service industry, the management knowledge, the service quality, planning experience activities, new product development, and others.
5. The managers indicate that there are five abilities a manager should improve, including making strategies of management, writing activity proposals, product promotions, on-line marketing concept, and accounting.

並列關鍵字

Leisure Farm ； Leisure Farm Managers ； Competency ； Core Competency

參考文獻

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