休閒農場經營績效關鍵成功因素之研究──從平衡計分卡的觀點

A Study of the Key Success Factors of the Operational Performance of Leisure Farms from the View point of the Balanced Scorecard

雖然休閒風氣的興起，引起民眾對休閒旅遊高度的需求，但休閒農場的經營亦面臨許多挑戰。本研究擬以休閒農場為研究範圍，運用Kaplan 與Norton（1992）平衡計分卡之財務、顧客、內部流程、學習與成長等四構面，和參考國內外相關文獻，彙整出相關的策略因子，以建構休閒農場經營績效關鍵成功因素之初步層級架構。本研究問卷調查對象為相關領域之學者、官員與業者，並透過模糊德菲法與模糊層級分析法，整合上述專家對於休閒農場經營績效發展之意見，以萃取出提昇休閒農場經營績效的關鍵成功因素，並針對這些關鍵成功因素，研擬出提昇休閒農場經營績效之策略藍圖。希望研究結果能幫助休閒農場業者提昇經營績效及保有持續性的競爭力。

Rising demands from the public for leisure activities have led to anincrease in leisure farms, and this rapid increase has created manychallenges for leisure farm operations. Taking leisure farms as a researchbody, this study attempts to identify and determine the key successfactors of leisure farm’s operational performance and to construct aprimary hierarchy framework. To achieve this end, this study has utilizedthe four dimensions of finance, customer service, internal processing, aswell as learning and growing derived from Kaplan & Norton’s (1992)Balanced Scorecard (BSC) and adopted domestic and overseas relevantliterature reviews.The questionnaire was distributed to academics, government officers,and business operators in related fields. The comments gathered fromthose experts regarding leisure farm’s operational performance wereintegrated by means of fuzzy Delphi method and fuzzy Analytic HierarchyProcess and from which the key success factors could be determined. Byfocusing on the determined key success factors, this study can thendeveloped a strategic blueprint to promote operational performance forleisure farms. The results of this study hope to help leisure farm ownersimprove their operational performance and maintain sustainablecompetitive advantages.