The Study on the Key Success Factors of Promoting Operational Performance for Leisure Farms

• Main Authors: Ya-Chih Su, 許雅琪
• Other Authors: 李孟訓
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/265sqh

碩士 === 長榮大學 === 經營管理研究所 === 95 === Abstract Recently industrialists have invested more capitals in the operation of leisure farms because of the adoration for leisure tourism and the changes in agricultural structure. Therefore, the market of leisure farms has faced an intensive competitive environment. This study was taking leisure farms as the main research body and then by using four dimensions with finance, customer, internal processing, and learning and growing that were derived from the Balanced Scorecard by Kaplan & Norton in year 1992. In addition, this study also adopted domestic and overseas relevant literature review to collate the related strategic factors to be able to build the basic theoretical framework for the key success factors of promoting operational performance for leisure farms. This study was based on the excellent farms that were elected by Taiwan Leisure Agriculture Institute in year 2005. The researcher was not only adopting the research analysis methodology of Fuzzy Delphi Method (FDM) and Fuzzy Analytic Hierarchy Process (FAHP), but also choosing domestic scholars, government officers, and manufacturers in relevant fields as survey objects to do analysis step by step to explore and evaluate the relations of various dimensions. Finally, the researcher extracted the key success factors of promoting operational performance for leisure farms. The results were shown as follows. The researcher selected 17 guidelines of assessment with expert consensus as the hierarchy structure of the expert questionnaire at 2nd step of FAHP, after the expert analysis of the questionnaire at 1st step of FDM. And then the researcher extracted 6 elements which were including “Staff’s Education & Training”, “Customer Satisfaction”, “Staff Satisfaction”, “Staff Productivity”, “Handling Grievances & Time Efficiency”, and “Farm Reputation” to be the key success factors of promoting operational performance for leisure farms. Finally, this study developed the strategic blueprint to promote operational performance for leisure farms by focusing on the selected key success factors. The researcher appreciates the results of this study to provide prudent references and efficient guidelines for further developments in domestic leisure farms, and also assist the industrialists to promote operational achievements and maintain sustainable competitive advantages.