隨著經濟增長和近年來實施週休二日政策，人們的休閒問題已日益受到重視。本研究利用文獻分析法與產業現況，發展出問卷，透過當地居民和消費者問卷調查，收集有關市場銷售的決定因素，建立層次架構模式，得到的權重指標的層次結構，給予權重和排序，把每個案件優先，並給出建議的決策者。本研究以重要－績效分析(Importance-Performance Analysis)法探討南化休閒農場與梅嶺遊憩地區的旅遊服務偏好與其滿意度，並藉由問卷調查收集資料並驗證不同遊客之社經變數對旅遊消費偏好之差異。研究結果發現研究個案所提供的部分服務績效未達到顧客期望的水準，建議業者應應以遊客重視而表現較差的屬性優先改善，如聯外交通運輸設施與觀光遊憩設施；至於停車設備、自然生態資源、遊憩服務人員態度、餐飲品質與名特產則是研究個案的競爭優勢。 As economic growth in recent years and the implementation of two-day weekend policy,people's leisure issue has received increasing attention. This thesis using reviews of documents,methods of industrial analysis, after obtaining opinions from the industrial people and the consumers through questionnaire,gathering factors involving market sales decision, establishing hierarchy decide mode,to get weights through comparison on indicator of hierarchy. Giving weighting and sequencing,after categorizing giving its weight. And finally put priority to each case,and then gives recommendation to the decision makers. Besides,this research analyses service quality and performance using Importance-Performance Analysis in the Mo-Ling recreational area and Nan-Hua recreational area. The importance-performance analysis identifies travelers' perceptions on importance and satisfaction of service quality. The conceptual framework has been developed and validated using survey data collected in the study area. The major findings of this study are as follows: some service quality items provided in the Mo-Ling recreational area and Nan-Hua recreational area area have not achieved the standard which the customer expected (traffic facilities and leisure recreation facilities). Second,parking facility, ecology,an attitude in attending,dining quality and specialty are the competitive advantage in our case.
