基于模糊AHP建构休闲农业营销绩效评价模式之研究

Using Fuzzy AHP Approach to Construct Marketing Performance Measurement Model for Agri-tourism Farms

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).

The objective of this paper is to construct a marketing performance indication model for the agri-tourism farms in Taiwan. At first, the Delphi method was used to collect a number of indicators related to the marketing performance conducted by agri-tourism farms, and then applied the approach of BSC （Balanced Scorecard） to build up the crucial factors which greatly affect the marketing performance,and the fuzzy AHP （Fuzzy Analytic Hierarchy Process： FAHP） is applied to analyze the weight of each factors in the dimension of marketing performance, and gave the various factor~ weight indicator and ranking order. These findings would be very useful for the decision-makers of the agri-tourism farms to improve their per- formance in the operations of marketing. The findings of this paper are： Three dimensions in first level, 14 secondary indicators in second level （subordinate dimension）. Secondly, in an evaluation of performance of agricultural marketing, which, the higher the value of fuzzy solution, and the greater its importance is. The ranking order is; Tourists＇ satisfaction （0.564）, tourists＇ contribution （0.247）, the attractiveness of the agri-tourism farms （0.189）. In view of second level, the two most crucial indicators are： The annual number of tourists （0.086）, service satisfaction （0.116）, and annual net profit （0.154）. And after linking the two-stage series and giving each weight ×100, a total of 14 indicators were obtained. The top three indi- cators are： First is service satisfaction which the tourists received from the farm staffs （6.543）. Second is the satisfaction over environmental surroundings （4.738）, gastronomy satisfaction （5.584）.