The Study of Construct Key Success Factors for the Recreational Agricultural Zone

• Main Authors: Chen Pei Yu, 陳珮鈺
• Other Authors: Lee Meng Shiunn
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/12386695708014327159

碩士 === 長榮大學 === 經營管理研究所 === 92 === After entering the WTO, Taiwan must abide by the WTO rules and regulations. As a result, the agricultural market of Taiwan will become more open. For the purpose to lessen the impact, the Taiwan government worked very hard to meet the challenges. The government sector of agriculture, develop leisure farms the new and land-based service businesses in rural areas to restructure the agricultural structure and improve the possibility of the agricultural development. Asker has said “The way to create the competitive advantage of the industry is to find and keep the success factors”. For that reason, the research wants to discuss the key success factors of the recreational agricultural zone. To achieve the research purposes, we selects 18 recreational agricultural zones from Chyayi county, Tainan county and Kaohsiung county that allowed in the 2003 financial year as the region of research. We apply the theory of the fuzzy Delphi and fuzzy AHP in the study and use the judgment sampling to choose the sample. Then we use the methods to discuss and compare the weight relationship with the dimensions step by step. The result obviously shows that we pick of 6 dimensions and 22 factors after the fuzzy Delphi method analysis. The 6 dimensions are the potential of the recreational agricultural zone development, location, using the local resources, the public equipment and service, the traveler behavior, and the promotion activity. Then we used FAHP method find out clearly that the KSF of the recreational agricultural zone are the unique to the rural areas, the convenient of the traffic communications to the neighborhood, the agricultural resources rich or not, the convenient to the traffic communications in the recreational agricultural zone, the convenient of meal, and the completeness of the public equipment.