以資源基礎觀點探討休閒農場經營管理之研究-以宜蘭香格里拉休閒農場為例

A Study on the Management of Leisure Farms based on the Resource-Based Theory-A Case Study of Shangrila Leisure Farm in Ilan.

楊碩哲(Shuo-Tse Yang)

指導教授 ： 蔡享翰

崑山科技大學/商業管理學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6828/KSU.2009.00009

摘要

本研究目的在於將農場經營業者角度與遊客需求的觀點作結合，以資源基礎觀點探討個案農場經營模式，並運用重要表現程度分析法探討農場未來在旅遊市場上的優勢、弱點、機會與威脅。最後將個案農場核心資源管理模式與遊客滿意度差異分析，找出差異點，並以其結果提供農場業者改善其經營管理模式之策略建議，以提升農場業者經營管理效率。
本研究以業者觀點的分析結果發現，業者主要所掌握的資產與能力的條件，在有形資產方面以自然景觀資源、農場地理位置與自然生態資源為農場重要的有形資產。在個人專業能力以員工個人能力的服務態度為農場重要的個人能力項目。在組織專業能力則以農場的餐飲美食、自然景觀及傳統民俗文化體驗活動等三項經營風格特色為農場重要的組織能力項目。由這些項目為農場所具備構成核心資源的資產與能力。
本研究在遊客滿意度的分析結果發現，(1)維持有形資產方面的休閒遊憩設施、自然景觀資源。在員工個人能力方面，服務人員的態度與農場一般服務項目。在組織能力方面，農場的經營風格特色之傳統民俗文化體驗活動以及食宿部份為遊客認為重要且香格里拉農場應繼續保持之項目。(2)改善有形資產方面的休閒遊憩設施的停車場容量數與便利性、設置危險和警告標示、適當公共設施與管理措施、消防安全設施與設備、以及道路指標。在員工能力部份，一般服務部份的農場服務大廳提供詳盡的旅遊資訊與農場具有緊急醫療協助網絡。在組織能力部份，在經營風格特色部份，調整餐飲與住宿的價錢合理度是遊客認為重要，但業者實際表現不如預期之項目。文末並針對遊客進行滿意度調查的結果，運用藍海策略的分析架構來對業者進行策略建議，以維持農場的競爭力，保護自有的核心資源。

關鍵字

休閒農場 ； 資源基礎觀點 ； 遊客滿意度 ； 重要表現程度分析

並列摘要

The main purpose of this research is intended to explore the business model of leisure farm based on the resource-based theory, trying to integrating the concepts between the operators and customers.In addition, the study is also described with the strengths, weakness, opportunities and threats of leisure farm on the tourism market. The study is analyzed with the different concepts between core resources model and customer satisfaction, the research findings of this study provides the practical suggestions for the operators of leisure farm.
The research findings indicate that the advantages of resources and capabilities controlled by the business are the nature landscape, geographical location and nature envionment on the part of important tangible resources. The service attitudes are the important issue of personal capabilities. The operational style of meals and lodging service, nature landscape and traditional folk custom culture activities at leisure farm are the important issues of organizational capabilities, which the business core resource are structured with the capabilities and resources.
The results of this study focusing on the customer satisfactions indicate that the recreation facilities and nature landscape on the part of tangible resources are in the keep up with the good work quadrant. Service attitudes and other issues of common services on the part of employee capabilities are also in the same quadrant. A traditional folk custom culture activities, meals and lodging service at the business style on the part of organizational capabilities are two important issues that the business should continue working on. The capacity and convenience of car parking lot, warning boards, public and management equipments, extinguisher equipment and a road direction map on the part of tangible resource are the issues that visitors were unsatisfied with and the operators of leisure farm should make the resolutions for improvement. Providing completed tourism information and medical treatment network in the service lobby at a part of service on the part of employee capabilities are the important issues that visitors were also unsatisfied with and the operators of leisure farm should make the resolutions for improvement. Adjusting the reasonable rates for meals and lodging are two important issues that visitors were unsatisfied with and the operators should make the resolutions for improvement. The conclusions of this study aiming at the results of investigated customer satisfaction using the blue ocean strategy implications were also discussed for the operators of leisure farm.

並列關鍵字

Leisure farms ； Resource-based View ； Satisfaction ； Importance-Performance Analysis

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