休閒農業區長期住宿產品開發之研究─以鹿谷小半天為例

The Study on the Products Development of Long Stay at Agricultural Leisure Area :A Case Study in Lugu Half-Sky Area

吳承道(wu cheng dao)

指導教授 ： 林士彥 ； 鄭健雄

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2007年)

摘要

隨著嬰兒潮的退休，市場將出現新的消費族群，居住、看護、旅遊、退休理財需求大增，尤其是休閒旅遊業，許多企業已經競相投入這塊獲利可期的新市場。因此休閒農業區內的休閒農業經營者，假使能針對這目標族群來做提早因應，提供目標族群所需要的產品與服務，以及對於退休族群市場的需求若能充分掌握，配合自己資源與市場競爭狀況，適時調整與擬定未來經營策略，將會創造休閒農業的利基所在。
本研究以鹿谷小半天休閒農業區為例，整合PZB 模式，並結合Kano 模式歸類與品質機能展開法應用在休閒農業區服務品質的改善上，經由顧客需求分析、Kano 二維品質分類和品質技術展開之系統化整合方式，獲致改善方案執行的優先順序，確保顧客之需求更能有效的回應，提供休閒農業區業者品質改善策略之參考依據。
本研究統計分析各項顧客需求，其預期感受和實際體驗皆有明顯差異，滿意度和忠誠度亦有高度關聯，依Kano 和QFD 方法分析，得到須優先改善之優先執行的品質技術之前十項排名如下列所述：1.「休閒生活空間營造」、2.「關懷性服務」、3.「行銷管理」、4.「生活機能網絡連結」、5.「社區結合」、6.「訊息、解說服務」、7.「設施維護」、8.「遊客安全管理」、9.「環境景觀規劃」、10.「顧客權益維護」。

關鍵字

Kano 模式 ； 服務品質 ； 品質機能展開、長期住宿、休閒農業區

並列摘要

Following the retirements of the Baby Boomers, there appeared an increasing need in the new consumer community for dwelling, care service, tourism and retirement financial management. In the case of leisure tourism many companies have already rushed into this potentially profitable new market. Therefore, agricultural leisure industry operators in agricultural leisure area should target the above community to acquire some early consumer feedbacks by providing the target community with needed products and services. In order to create a unique niche for agricultural leisure industry, the agricultural leisure industry operators need to comprehend the demands of retirement community market, in cooperation with existing resources and market competitions, to make timely adjustments and management strategies.
The research is a case study of the Lugu Half-Sky agricultural leisure area. The research integrates the PZB model and combines the Kano model classification and the Quality Function Deployment (QFD), then applying them on the service quality improvements of agricultural leisure area. Through the customer needs analysis, Kano model and Quality Technology Deployment systemic integration method, this research reaches the improvement program prioritization, ensuring that customer demands receive more effective responses, and providing agricultural leisure area industry operators references for quality improvement strategies.
The statistic analysis of this research on customer needs discovers significant variations between anticipations and actual experiences, as well as high correlation rate between the degree of satisfaction and customer loyalty. Based on Kano model and QFD, this research attains the following ten implementation priorities of quality technology: 1. creation of leisure living space, 2. care services, 3. marketing management, 4. living function network linkage, 5. community amalgamation, 6. information and guide services, 7. facility maintenances, 8. tourist safety management, 9. landscape planning, and 10. customer rights protection

並列關鍵字

Kano Model ； Quality Function Deployment (QFD),Long Stay, Agricultural Leisure Area ； Service Quality

參考文獻

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