| Summary: | 碩士 === 中華大學 === 營建管理研究所 === 96 === This paper has resorted to contour importance-performance analysis (IPA) in conjunction with the action strategy of blue-sea strategy to investigate the visitation experience and the management strategy of operation activity in Dashanbei Hakka Humanity House (hereinafter referred to as the Dashanbei House). This study has put forth two items of implementation strategies: (1) to employ cost-saving strategy to enhance the competitiveness of the Dashanbei House, which can be further found into: (a) to maintain factor action strategy, which is to keep the relative low factors of pre-trip expectation and the extent of satisfaction from what is actually experienced at existing service level so as to bring down the costs of the Dashanbei House, and what should be maintained includes the diversity of Hakka culture, knowledge on Hakka culture exhibition, numerous recreational activities to take part, reasonableness of foods and drinks in the Dashanbei House, amount of public facilities inside the Dashanbei House, guided-tour by volunteer in the Dashanbei House, experience of Hakka culture inside the Dashanbei House, and convenient transportation and other factors. For the business operator, the maintenance of these factors should not be specially increased so as to save cost. (b) To bring down factor action strategy, which is mainly focused on the relatively low pre-trip expectation, but it comes out with factors of high satisfaction that is actually experienced. Such factor indicates the extent of crowdedness of visitation population when visitors drop by Dashanbei, and it shows that the crowdedness control measures as visitors are having their visitation at the Dashanbei House can be suitably loosened or abolished to avoid too much input of resources and prevent from unnecessary increase of cost. (2) Differentiated strategy is used to enhance the competitiveness of the Dashanbei House, while factor action strategy is strengthened as it mainly refers to the fact that pre-trip expectation of visitors and their extent of satisfaction actually experienced are rather high, and the action strategy that can help enhance the Dashanbei House includes diversity of natural ecology; knowledge of natural ecology, cleanliness and hygiene of foods and drink in the Dashanbei House, service attitude of servicing personnel of the Dashanbei House, and parking convenience and other factors. As for the Dashanbei House, these factors should be strengthened of its service quality and effectiveness so as to achieve differentiated effect of reputation and public praise.
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