The Analysis of Operational Management Performance in a Small-Medium Leisure Farm - The Case of SpringGarden Leisure Farm
Date Issued
2015
Date
2015
Author(s)
Lin, Shin-Wen
Abstract
In recent years, leisure farms have become one of the crucial choices in tourism in Taiwan. However, the two major types of farms, simplified farms and multifunctional farms, due to the limit of sizes of the farms, have faced various challenges of operations and administration. This study is aimed to study the attribution of each commercial item to the annual revenues in SpringGarden Leisure Farm with the comparison of the other two farms which are the simplified farm A and the multifunctional farm B. It is focused on the investigation of current operations and market positioning of the farms. The suggestions of operational strategies for SpringGarden will be provided. The results indicate that SpringGarden and the simplified farm A have explicit commercial items, characteristics and marketing positions, whereas the multifunctional farm doesn’t. On the other hand, on the applications of operational strategies, compared with the other two farms, due to the consideration of budget control, human resource is obviously insufficient which lowers the customers'' satisfaction on service quality. Therefore, based on the results mentioned above, the improvement and promotion on the B & B service and operation is an urgent need to SpringGarden Leisure Farm. Besides, to initiate unique experiential activities and create new menu with the fresh seasoning vegetables or fruits on the farm to increase revenue are encouraged to SpringGarden Leisure Farm as well.
Subjects
Simplified Farm
Multifunctional Farm
SpringGarden Leisure Farm
Type
thesis