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

• Main Authors: Shuo-Tse Yang, 楊碩哲
• Other Authors: 蔡享翰
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/h6grq6

碩士 === 崑山科技大學 === 企業管理研究所 === 97 === 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.