A Study on the Indicators of Performance Appraisal for The Culture Resort of The Jiang - Balance Scorecard Perspective

• Main Authors: Wu Wen- Mei, 吳文梅
• Other Authors: Zo Sing - Nan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/31125319862951054372

碩士 === 醒吾技術學院 === 休閒與遊憩管理研究所 === 99 === The government has been devoting efforts to pass on all sorts of culture from history; nevertheless, in view of the short financial status, profit performances of public exhibition galleries reveal even more important than ever. The study focuses on “The Culture Resort of The Jiang” as subject, compile related documentary based on the opinion of balanced scorecard presented by Kaplan and Norton, as well as apply Delphi Method to integrate professional viewpoints in purpose of installing “Appraisal Index of Operational Performance of The Culture Resort of The Jiang”; the index is separate to 4 main directions and 17 sub-performance evaluation quota questions. And then, implement AHP to calculate “Relative Weight of Appraisal Index of Operational Performance of The Culture Resort of The Jiang” in order to perceive the priority of the study case in execution of business strategy. The outcome of study shows ratios of the 4 main directions are respectively: Customer direction 46％, financial direction 28％, internal operation direction 15％, and learning growth direction 11％; on the other hand, the top ranks of specific weight of sub-performance evaluation index are the follows: Raise park quality 13％, enhance customer satisfaction 11.4％, theme activity and creative marketing 10.3％. As a conclusion, performance of The Culture Resort of The Jiang should put stress on customer-driven, and endeavor to heighten quality of all amenities and service to enable customer satisfaction boosted up. Moreover, utilize the park’s unique historical background and environmental feature to increase a variety of experience actions, combine with creative marketing campaign to further push local tourism and economic development forward, as well as become the must-see place for tourists from China. The study is looking forward to uniting and linking all the sightseeing spots, surrounding by The Culture Resort of The Jiang, based on the modes as point, beeline and plane; the way it would not only facilitate the expansion of tourism industry but also remain The Culture Resort of The Jiang for long-lasting operation.