基于模糊AHP建构休闲农业营销绩效评价模式之研究

被引：6

作者：

柯彬发 ^{[1
]}

吕本富 ^{[1
]}

刘泳伦 ^{[2
]}

机构：

[1] 中国科学院研究生院管理学院

[2] 稻江科技暨管理学院

来源：

数学的实践与认识 | 2011年 / 41卷 / 22期

关键词：

休闲农场(Agri-tourism farm); 营销绩效(Marketing performance); 平衡计分卡(Balanced Scorecard); 模糊层级分析法(Fuzzy Analytic Hierarchy Process:FAHP);

D O I：

暂无

中图分类号：

F327 [地方农业经济]; F592.7 [地方旅游事业]; O225 [对策论（博弈论）];

学科分类号：

020202 ; 070105 ; 1201 ;

摘要：

目的是以台湾地区休闲农场为研究对象,首先以德尔菲法,结合许多专家意见来建立休闲农业在营销评价指针项目,并以平衡计分卡观点,建构休闲农业绩效评估因素,接着利用模糊层级分析法分析出休闲农场在营销服务方面相关因素及权重比,并推导各因素构面重要性及大小顺序,提供业者作为一有效经营参考指标.研究结果显示:休闲农业营销绩效评价指标有3项一级指标(主构面),14项二级指标(次构面).在一级评价指标当中,依序为游客满意度(0.564)、游客贡献度(0.247)、休闲农场对游客吸引力(0.189).在对应于一级指标中,各二级指针最重要项目分别为:年度游客量(0.086)、服务满意度(0.116)、年净利润(0.154).而依两层级串联后权重值×100得知,14项指标中最重要的前三项分别为:游客对休闲农场人员服务满意度(6.543)、整体环境满意度(4.738)、餐饮满意度(5.584).

引用

页码：52 / 65

页数：14

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