| 摘要: | 本研究係探討文蛤養殖業者經營休閒漁業之關鍵成功因素，以平衡計分卡建立理論架構，並加入非財務性指標，透過文獻探討及專家深度訪談建立層級架構，並以雲林縣經營休閒漁業的產業界、縣府官員及學者為研究對象，共計發放30份問卷，有效問卷21份。 研究結果顯示，顧客構面為最重要，其依序為財務、內部流程和學習與成長等三構面。第三層級的次要評估準則，在財務的權重排序第一是養殖物收入及休閒活動收入；顧客的權重排序第一是口碑與吸引力及經營特色；而內部流程的權重排序第一是服務態度及環境整潔；學習與成長的權重排序第一是經營管理能力，分別為各構面之最重要因素，就整體的權重來看以養殖物收入最重要、口碑與吸引力次之、再其次是顧客體驗、休閒活動的收入、經營特色及顧客關係管理等，而政府支援補助排序最後。所以經營休閒漁業之關鍵成功因素是顧客構面，其顧客體驗、口碑與吸引力、顧客關係管理及經營特色佔整體的權重較重，因此要增加雲林文蛤養殖業附加經濟效益，除了維持養殖本業的收入之外，應朝向如何獲得顧客的認同與信任方面來努力。
This study explored the key success factors of recreational fishery management in clam producers, established the theoretical framework by Balanced Scorecard, added non-financial indicators, established a hierarchical structure through literature review and expert in-depth interviews, Of the industry, county officials and scholars as the research object, a total of 30 questionnaires were distributed, 21 valid questionnaires. The results show that the customer dimensions is the most important, in order of its financial, internal processes and learning and growth of three dimensions. According to The evaluation criteria of dimensions of the third level, the first statistics value in the financial dimension is the income of the clam harvest and the follow is leisure activities income. The first statistics value in customer dimension is word of mouth and attractiveness, the follow is business characteristics. The first statistics value in the internal processes is the service attitude and the clean environment. The first statistics value in learning and growth is management capacity. The important factor in all statistics value is the income of the clam harvest, followed by word of mouth and attractiveness, the customer experience, leisure activities, income, operating characteristics and customer relationship management, and government support subsidies sort the last. Therefore, the key success factor in the management of leisure fishery is the customer dimension including the customers experience, reputation and attractiveness, management of customer relationship and operating characteristics. So increase the economic benefits of the clam aquaculture, in addition to maintaining the income of the clam pond. It should be towards how to get customer recognition and trust. |
