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    題名: 創意生活產業下宜蘭地區休閒農場競爭力之研究
    其他題名: The Study of Leisure Farm Competitiveness in Yilan Area under the Creative Life Industries
    作者: 林豐政;林芳宇
    貢獻者: 淡江大學統計學系
    關鍵詞: 創意生活產業;休閒農場;層級分析法;結構方程模式;Ridit分析;Creative Life Industries;Leisure Farm;AHP Method;SEM;Ridit Method
    日期: 2012-12
    上傳時間: 2013-10-21 10:24:25 (UTC+8)
    出版者: 高雄市:中山大學管理學院
    摘要: 文化創意產業是近年來政府推動的政策之一,共含13項次產業;本文著重於其中之創意生活產業,探討在此產業下休閒農場的競爭力因素。研究中共分兩部份,一為蒐集產官學面的專家意見,應用層級分析法進行構面因素比較;二為蒐集遊客面的調查資料,應用結構方程模型推估重視的構面因素,同時亦以Ridit法分析個別次構面中細項指標的重視順序;最後彙整雙方意見,以確認休閒農場運用創意生活內容的關鍵競爭力因素與細項指標。
    經由以宜蘭地區核心內涵符合創意生活產業定義之5家休閒農場的實證結果顯示:在核心知識部份,產官學面與遊客面均重視事業經營合理性因素。在深度體驗部份,產官學面認為最重要為教育體驗,遊客面則最重視跳脫現實的體驗。在高質美感部份,產官學面認為遊客至休閒農場獲得之獨特價值感受較為重要,遊客面則認為產品與包裝的美感設計是為重要因素。在服務行銷部份,產官學面認為互動行銷最重要,遊客面則認為外部行銷才是最重要。
    There are 13 industries under our culture creativity industry that is one of the promotion policies in Taiwan. In this paper, it will focus on exploring the key factors of competitiveness for the leisure farms under the creative life industries. The research data is divided into two parts. The first part is to collect the opinions of factor priority from 15 experts who come from industry, official and university, and the AHP method is hired to compare their opinions. The second part is to use the questionnaires to survey the leisure farms' tourist. The data will be analyzed by the way of SEM and Ridit method. Finally, both parts of analysis are compared to find out key factors and evaluation indices of competitiveness in the creative life content.The empirical results show that (1) both the experts and tourists pay much attention to the responsibility of the company management in the core-knowledge dimension; (2) the experts consider that the education experiences is the most important factor in the deep experience dimension, yet the tourists emphasize the escapist experience; (3) the experts believe the unique feeling from each farm is a significant factor in the high-quality esthetic sense dimension, but the tourists consider the manufacture design side; (4) the experts deem that the interactive marketing is the most important factor in the service marketing dimension, but the tourists regard for the external marketing.
    關聯: 中山管理評論=Sun Yat-Sen Management Review 20(4),頁1143-1176
    顯示於類別:[統計學系暨研究所] 期刊論文

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