| Summary: | 碩士 === 國立宜蘭大學 === 經營管理研究所碩士班 === 94 === I-Lan is a county with relatively high leisure farm concentration and with leisure entertainment in varied facets. The performance achievement level of individual leisure farm was highly related to the different management strategy applied by the owner. Therefore, the establishment of an efficient performance index becomes a proper way to evaluate and to achieve the desired performance of leisure farms.
The major purpose of this research is to evaluate and to establish a performance index for the leisure farms in I-Lan county. The variables planned to be studied include: 1. financial aspect, includes profitability and activities; 2. employee aspect, includes training and encouragement; 3. marketing aspect, includes experience and channels for advertisement and selling; 4. customer aspect, includes satisfaction and acquaintance; 5. other aspects, include innovation, R&D ability and government’s subsidy. Information and data will be collected by personal interview to managers and visitors of all the leisure farms in the county. The questionnaire for managers will include aspects of finance, employee, marketing, and other events. As for the customer aspect, at least 1,068 sampled visitors will be interviewed from the visitors to the farms in accordance to the customer proportion of individual farm and by proper statistical sampling method. Factor analysis will be applied to the data collected to reveal the principal factors of leisure farm performance and to establish an integrated index. Leisure farms surveyed will be ranked according to their performance evaluated by the index of each aspect.
This research is expected to establish the performance index for each aspect studied and to create an integrated index for leisure farms of I-Lan county; moreover, to provide relevant guides for farm managers with bid to understand their weaknesses, to improve their competitiveness, and in helping them to achieve their goal of performance.
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