由於社會生活型態的改變、國民所得的提升及政府全面施行週休二日等因素下，國人渴望在工作之餘，能夠有一個放鬆身心靈的空間，因此，牧場的經營從過去以畜牧生產為基礎的第一級產業，轉型為結合開發周邊相關商品來增加附加價值的第二級產業與提供體驗活動服務的第三級產業，使牧場轉型為新型態觀光遊憩產業，即是因應社會時空背景的變遷；本研究旨在以體驗的觀點探討觀光牧場體驗活動之關鍵成功因素，讓體驗活動成為休閒牧場的一大亮點與賣點，藉此成功經營休閒觀光牧場。 觀光牧場體驗活動關鍵成功因素之建構，主要透過文獻探討及修正式德爾菲法(Modified Delphi Method，MDM)等建立五大構面及篩選出二十一項指標因素等評估因子，並運用層級程序分析法(Analytic Hierarchy Process，AHP)求得評估因子相對權重值，分析結果顯示，體驗活動構面以「活動規劃」最為重要，其次為「服務品質」，而指標因素之重要性前七項依序為「安全性的高低」、「專業的服務能力」、「服務人員與遊客良好的互動」、「高度的服務熱忱」、「解說導覽」、「活動操作的難易度」及「瞭解遊客參與體驗的動機」；並據此提出建議供觀光牧場業者與政府相關部門參考。 Due to the change of society, an increase in personal income and the government implemented two-day weekend, people are eager to have a place to relax in their free time. The operation of ranches has changed into a new type of tourism ranches. The primary industry based on livestock transforms into the secondary and tertiary industry providing merchandise, activities and service. The purpose of this study is to explore the key success factors of tourism ranches from the experiencing perspective to make the experiencing activities become a major highlight and to help the tourism ranches run successfully. The five dimensions and sift twenty-one index factors constructed out of the literatures and Modified Delphi Method are used as evaluative factors. And the study also uses Analytic Hierarchy Process to evaluate weighting factors. The result shows that the most important factor of experiencing activities is the planning, followed by the quality of service. The top seven index factors are security level, professional capability of service, the fine interaction between staff and tourists, highly dedication of service, the commentary,the activity operation and the motivation of experiencing . It may be used as a recommendation for industries and relevant departments.
