休閒農業區經營者資源運用動態能力與經營能力之研究

本研究旨在探討休閒農業區經營者運用資源類型與農地資源限制在動態能力與經營能力上之影響概況。動態能力理論已成功運用在企業與企業購併及企業對環境應對的案例中，但在休閒農業區相關領域之應用研究上，卻未見在發表的學術研究中。然而，現階段由於各休閒農業區內之行銷模式皆趨於相似，因此，區內經營者如何迎合消費者需求而變化，勿莫守成規視為一個重點。本研究目的在於探討休閒農業區經營者資源運用動態能力之適合度，並提出休閒農業區經營者在營運時，於資源運用類型、農地限制、經營能力、競爭優勢與動態能力上之相互關係，最後對休閒農業區經營者提出相關建議。研究主要發現要點：1．以休閒農業區經營者之資源配合動態能力，並運用資源運用類型、農地資源限制、經營能力、競爭優勢與動態能力等構面，建構出資源運用動態能力之模式，經實證分析驗證此模式配適度整體良好，驗證結果中顯示多項指標均達顯著水準。表示動態能力是可以配合及解釋休閒農業區經營者之資源運用狀況。2．本研究結果亦顯示經營能力、競爭優勢及動態能力等三個構面具有直接與間接影響效果，且可辨別出休閒農業區經營者之資源配合動態能力模式彼此間之影響程度。本研究結果可供休閒農業區經營者運用動態能力時，在配合資源類型選擇、經營能力發揮等因素下以提升其競爭優勢。

關鍵字

休閒農業區；動態能力；資源；經營能力；競爭優勢

並列摘要

The purpose of this study is to understand the types of resource application and the limitation of farm abilities of proprietor in Leisure Agriculture Area. The dynamic ability theory has succeeded the utilization in the enterprise and the enterprise purchase and the enterprise to the environment should to case in, but of applied research in the Leisure Agriculture Area correlation domain, has not seen actually in the publication scholarly research. However, present stage because in various Leisure Agriculture Area the marketing pattern all tends to similarly; therefore, how in the area the operator does cater to the consumer demand to change, not do not defend the convention to regard as a key point. Finally, based on the research findings, the solid recommendations were made to operate of Leisure Agriculture Area proprietor, and the possible managerial and academic implications were proposed.The research consequence shows that:1. The model of resource put to use dynamic capabilities construct from the types of resource application, the limitation of farm resource, competitive superiority, dynamic capabilities and business abilities. The well goodness-of-fit of the model is verified, and the conclusions show that many indexes have remarkable levels. The conclusion indicates dynamic capabilities could be used to cooperate and explain the condition of resource application and business abilities. Besides, the research conclusions show that the direct and indirect effective results exist in the competitive superiority, dynamic capabilities and business abilities. It could also be used to tell the effect degree from each other between the resource coordinate dynamic capabilities of Leisure Agriculture Area proprietor.2. Business capacity, the competitive advantage and the dynamic ability and so on three construction masks have direct and the indirect influence effect, also may distinguish resources of coordination dynamic ability pattern each other Leisure Agriculture Area operator the influence. This finding may supply when the Leisure Agriculture Area operator utilizes the dynamic ability, in coordinate resources factors and so on under type choice, business capacity display promotes its competitive advantage.