休閒牧場服務規劃決策因子之研究

Study on Establishing a Service Process Index for Leisure Ranch

10.6213/JLRIM.2008.1(1)3

林士彥(Shih-Yen Lin)；陳元陽(Yuan-Yang Chen)；張良漢(Liang-Han Chang)

休閒牧場 ； 服務品質 ； 層級分析法 ； 德菲法 ； Leisure Ranch ； Service ； Analytic Hierarchy Process ； Delphi Method

休閒產業管理學刊

1卷1期（2008 / 04 / 01）

26 - 40

繁體中文

本研究依據休閒牧場的內涵與目標，利用德菲法(Delphi Method)發展休閒牧場服務品質項目，再以層級分析法(Analytic Hierarchy Process, AHP)經由專家群體的成對比較評估及通過一致性檢驗，建立休閒牧場服務品質指標系統。本研究成果可協助擬跨入休閒農業的農民在有限的土地與資金環境下，將現有資源作最有效的利用，或是輔導現階段面臨營運困境的業者，建立一套完整的規劃策略以達成休閒農業營運的發展目標。研究顯示最重要的因素是體驗吸引力和牧場管理。

The goal of developing leisure farm is not only to protect the agriculture resource, and to expand local economy. To achieve the goal of leisure ranch, the farm has to enhance higher service quality and customer satisfaction. Therefore, it is important to develop a modified evaluation index of service quality for leisure ranch in Taiwan. This study applies Delphi method to define the index implied in leisure ranch service quality. And it corresponds the analytic hierarchy process (AHP) method with experts' evaluation to examine consistency of judgment. Consequently, the research develops a leisure ranch service quality index system in Taiwan. The result shows that ”experience attraction” and ”ranch field management” are the most significant factors.

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