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• Main Authors: Chao-Chin Wang, 王朝琴
• Other Authors: Wann-yih Wu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/95596166897264321185

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 93 === 　　Recently, because of the two day off on the weekend and the increasing of gross national income, it has grown stronger tendency for our citizens to travel while on vacation. However, we can also find the business model of leisure farms in Taiwan is not specialized, inclined to family-owned business. On the premise, the study will discuss the key success factor of leisure farms and serve as reference for both the academic and business communities. 　　The results of this study reveal that the key success factors of leisure farms can conclude four factors, including landscape and facilities, price, brand and convenient location. Price is the most important factor and brand is the second one. Besides, the major customers lie in under 30 years, unmarried, female college students. In the relationship between demographic variables and key success factors, the customers of middle education level place higher importance on landscape and facilities and convenient location than other education levels. At last, the study conducts a synthetic discussion based on the above results and serves as reference for the managers of leisure farms.