探討宜蘭地區休閒遊憩產業之競爭情形與經營關鍵成功因素之研究

淡江大學機構典藏 > 商管學院 > 統計學系暨研究所 > 學位論文 > Item 987654321/33864

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题名:	探討宜蘭地區休閒遊憩產業之競爭情形與經營關鍵成功因素之研究
其它题名:	The study of key success factors for management and competition of recreation industry in Yi-lan area
作者:	戴婉如;Tai, Wan-ju
贡献者:	淡江大學統計學系碩士班溫博仕;Wen, Bor-shyh
关键词:	利基寬度;利基重疊度;利基優勢;關鍵成功因素;Niche Breadth;Niche Overlap;Niche Superiority;Key Success Factor
日期:	2008
上传时间:	2010-01-11 04:36:49 (UTC+8)
摘要:	隨著經濟快速發展和國人生活型態的改變，加上政府自2001年全面實施週休二日的政策後，民眾可支配的休閒時間變得充足，因此對於休閒遊憩活動的安排日趨重視，休閒旅遊的方式也逐漸轉向鄉村體驗與享受大自然。而民宿與休閒農場結合豐富的觀光資源，並且提供溫馨舒適的住宿休息空間，能滿足消費者接近大自然，提供有別於傳統的旅館之住宿選擇。目前並無同時探討民宿或休閒農場及旅館之相關文獻，故本研究想藉此同時以業者及消費者之角度出發，檢視宜蘭地區民宿或休閒農場及旅館在休閒遊憩產業中的競爭情形。經由分析的結果顯示，休閒產業業者的特性對部份產業經營關鍵因素的看法有顯著差異；業者所經營之產業類型，在部份產業特性變項有所差異。消費者之性別、年齡、職業、婚姻狀況及平均月收入在部份消費行為上具有顯著差異；而消費者之整體滿意度會影響其重遊意願與推薦意願，亦即整體滿意度為普通或滿意者，都願意重遊且願意向別人推薦此地，接受該業者之服務。在同時以利基寬度、利基重疊度及利基優勢來分析民宿或休閒農場與旅館的競爭情形，無論是在哪一個面向上的資源使用，民宿或休閒農場皆明顯較旅館業者占優勢。 As the economy in Taiwan grows rapidly and the life style of citizen is changed, in addition, the Government implemented the policy of two-day weekend since 2001, people have much leisure to allocate. Therefore, they place importance on the arrangements for leisure activities. The leisure typed also turn to country experience and enjoying the Nature. The home stay and leisure farms combine the abounding tourism resources, and offer warm and comfortable rest places. They offer alternative different from the hotel, and could satisfy consumers to be close to the Nature. So far, there are no researches about discussing both hotels and home stay or leisure farms at the same time, so the research is discussed about the condition of competition in both hotels and home stay or leisure farms. In analyzing result, different social economic background of the dealers and different management modes for recreation industry have different opinions about parts of the key success factors for management of industry. And the different types of the recreation industry, parts of the industry characteristics are also different. Different characteristic consumers, their partial travel behavior is also different. And customers’ satisfaction also can affect their desire to revisit and recommendation. Furthermore, using niche breadth, niche overlap, and niche superiority to analyze the condition of competition in both hotels and home stay or leisure farms, no matter on what resource dimension, the home stay or leisure farms are superior to the hotels.
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