根據休閒農場學會的調查資料顯示休閒農場營業總收入已由 2004 的 45億成長到 2007 年的 65 億。由上述數據資料可知，休閒農場這個產業是逐漸成熟的。以現今國內的學術論文看，大多是整體產業的廣泛性探究或以點的方式做個別的探討。而本研究則以四家在台灣經營績效卓越的優質休閒農場做為研究的對象，採個案研究法。要如何在台灣眾多的休閒農場中脫穎而出，就得先瞭解關鍵成功因素。 因此，本研究的目的為： 1.瞭解產業的關鍵成功因素 2.瞭解優質休閒農場的關鍵成功因素的要項與重要性的排列。 透過本研究可以瞭解各農場本身條件與產業環境的相互關係，另外，也可以得知此四家優質休閒農場在產業中的獨特競爭優勢，並歸納出其四家關鍵成功因素的要項與重要性排列。研究發現四家農場最重要的關鍵成功因素皆為服務品質，其次為行銷推廣及聲譽品牌。本研究結果，可作為休閒農場經營業者之參考。 According to the investigation report of the relaxation camp academic: therelaxation camp business gross income already grow by 2004 NT$4,500M to2007 NT$6,500M. This data demonstrates that relaxation camp industry ismature gradually. To the current domestic academic, most are industry extensive inquiry or using single mode to do exploration and discussion. In this study we mainly talk about four outstanding performances in Taiwan's high-quality leisure farms as the object, the research methodology is the ase-study. How to lead leisure farms in Taiwan stand out? We have to understand the key success factors. Therefore, this research goal includes: 1. To understand the key success factors of leisure farm Industry . 2. To understand the key success factors and order of importance of high-quality leisure farms. This research represents the mutual economic interests of the farms by their individual attribute versus the farm industrial in whole. Moreover this study describe the unique competitive advantage of this four high quality relaxation camp and analyze order of importance of high-quality leisure farms. On the findings that four farms in the most important key success factors are quality of service, second are followed by marketing and brand reputation. The results of this study can be used as leisure farms operating reference.
