休閒農業是傳統產業轉型的一種新興休閒產業，這個產業的興起是將農業資源導入休閒市場。休閒農業除了要有大面積的土地、人力及資金配合外，還需要一套可依循的經營方法和方向，此即為經營成功的關鍵因素。因此，我們期望休閒農業經營者，透過關鍵因素的獲得，讓休閒農業在營運管理上能享有獨特的經營策略與競爭優勢。 本研究是先說明休閒農業的發展歷程和休閒農業規劃設置要件、休閒農業的分類、敘述休閒農業所遇到的困擾，及定義休閒、休閒農業、成功及關鍵成功因素，再利用問卷調查針對休閒農業業主(或經營主管)及遊客之問卷資料分別分析，探討關鍵成功因素之特性與競爭優勢之關係。在提升遊客的休閒品質方面，將透過重要 - 表現程度分析法(Importance Performance Analysis；IPA)，了解遊客對目前休閒農業服務品質的認定。 本研究發現，休閒農業場區業主（或主管）非常了解休閒農業場區經營成功關鍵因素的重要程度如何，也了解場區現在的優勢狀況（即滿意度）為何，經實證分析結果得知，發現業主（或主管）對休閒農業場區經營成功關鍵因素的重要程度的看法，與遊客的認知幾乎是一致的，在現在優勢狀況（即滿意度）的表現度上，卻有落差。由此可知，休閒農業場區業主（或主管）雖然認知到遊客對於關鍵因素重視程度的期待，但在服務品質的執行上，卻沒有達到遊客所認知之重要程度的服務品質水準。 另外以IPA法探討休閒農業經營成功關鍵因素方面，以業主（或主管）及遊客之問卷做交叉比較，落在重要而且具有優勢區塊的共有「活動安排」「服務品質」「自然景觀與氣氛」等三項，業主（或主管）在這方面，應讓其繼續維持，保持競爭優勢。落在不重要且不具優勢區塊的有「加入農業休閒組織」及「人文資源」二項，業主（或主管）可以將其列為次要改善項目。落在重要但不滿意區塊的有「政府協助合法態度」及「人力資源因素」二項，是業主（或主管）可積極改善的成功關鍵因素，應儘快的發現癥結所在，以將其轉化為休閒農業場區可具備的優勢。 The Leisure Agric-Business is transform from the traditional business, the resources of the Leisure Agric-Business is from the Farming Industry. The Leisure Agric-Business must have large measure of land and human resources. Despite of all this the operator have to find their own method on operating their farm. So the researchers expect all the operators can have their own unique and special way on running their business and attain competitive advantage. In this research the researcher will explain the meaning of Leisure Agric-Business, the development, the purpose, the key to success and the trouble that the operator will encounter in sustain a Leisure Agric-Business. The researcher will made use of questionnaires andrandomly select from the Leisure Agric-Business' operators and the tourist. The result of the questionnaires will analyze through a important method known as ( Importance Performance Analysis; IPA), with the result of IPA the researcher will get to know the standard performance and quality that the tourist expect. In this research the researcher find out that the operators of the Leisure Agric-Business know their business and target market very well. The analysis shows that the quality that the operator provide is just what the consumer want. But in terms of services the operators fail to provide what the consumer want. IPA also shows three important key success factors which divide into three parts:First - The important and advantages part:A) The organize of the programsB) The quality of servicesC) The outdoor view and the atmosphere. Second – The minor and disadvantages part:A) Join the Leisure Agric-Business OrganizationB) Cultivate Resources Third – The important and dissatisfy part:A) The legal support of the GovernmentB) Human Resources In terms to remain the competitive advantages, as soon as the operators realize what they are lacking among these three parts then they will turn the weak and disadvantage part into strength and advantage part.
