| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系在職進修專班 === 89 === A Study on Key Elements to Successful Management and
Promotional Activities of Leisure Tea Garden
─Take the Example of Hwa-Lian And Tai-Tung Area
ABSTRACT
Owing to the implementation of 5-working-day scheme, the public in Taiwan begins to have more free time to enjoy. Besides, Taiwanese people have gradually recognized the importance of leisure activities due to the increase of national GNP, and the change of social value and life style. Moreover, the government has actively planned and rearranged the management of the national tourist attractions in Hwa-Lian and capital to the management of leisure tea gardens in an expectation to attract people and to lengthen their stay in the gardens. Therefore, people’s preference of travel destinations has slowly shifted to Hwa-Lian and Tai-Tung area.
In light of this, this study attempted to adopt the perspective of tea garden owners. By acquiring important messages from business owners’ abundant experiences and investigating related literatures on tea gardens, the researcher could understand the management characteristics, competitions, management strategies and management efficiency of leisure tea gardens. Moreover, from first-hand in-depth interviews with tea garden owners, the researcher outlined and further investigated the key elements to successful management of leisure tea gardens in Hwa-Lian and Tain-Tung area. Consequently, the researcher could discover the problems and present a set of suggestions on managing leisure tea gardens to the gardens owners.
I. General Analysis on Leisure Tea Gardens
This study adopted Multiple Regression Analysis to analyze the influence of 14 key elements to successful management over four management efficiencies. It revealed that:
1. In the case of annual turnover, there are eight elements demonstrating
outstanding influence. Presented in order of importance: Promotional activity, Byproducts from tea-processing, Award winning in competition, Tea types, Number of employees, Preferential measures, Capital, Supplementary service.
2. In the case of return of investment, there are eight elements demonstrating outstanding influence. Listed from the most important element: Time of establishment, Promotional activity, Capital, Customer characteristic.
3. In the case of yearly growth, there are four elements demonstrating influence.
4. In the case of profit rate, there are seven elements. Listed from the most important element: Promotional activity, Capital, Time of establishment, Number of employee, Parking space, Supplementary service, and Preferential measures.
5. In the case of general analysis on management efficiency, if the leisure tea garden owners intend to enhance management efficiency, they should prioritize Promotional activity, then focus on Capital, Time of establishment and Supplementary service.
II. Leisure Tea Garden Depends on Multiple Promotional Activity
III. Suggestions
1.Suggestions to tea garden owners:
i. To build up a tea garden which contains qualities of humanity, leisure and ecology.
ii. To develop multiple tea-processing techniques in order to upgrade the additional value of byproducts.
iii. To improve the key elements of successful management.
iv. To actively participate in every promotional activity hosted by tourism related agencies.
v. To promote image business circle in order to attract tourists.
2. Suggestions to related government units:
i. Accommodation: Revision of related laws to loosen up restrictions on privately run accommodations.
ii. Road expansion: The flyover roads in Tai-Tung and Lu-Yeh are in urgent need of expansion.
iii. Infrastructure such as tea educational halls, observation platforms, and public toilets.
iv. Encouraging strategic alliance centered on local farming associations, such as production and marketing course for tea farmers, tea related product flow centers, e-commerce, and trips.
Key Word：Leisure Tea Garden、Elements to Successful ManagementActivities、Management Efficiencies、Promotional Activity
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