| Abstract: | In order to encourage the rural people to utilize local resources effectively, the Council of Agriculture, Executive Yuan, coordinates local tourism and leisure industry with cultural characteristics, and also, actively guides the Farmers? Associations, supply and marketing units, and cooperative farms to establish rural wine villages. The development of Taiwan rural wine villages has been four years already. There are lots of problems faced by related people during the impetus process and the rural wine villages can only seize the key industrial success factors to establish a long-term competitive advantages.
The rural wine villages are new in Taiwan, thus what are the key managerial success factors of Taiwan rural wine villages? This is the to-be-discussed topic in this paper. This paper collects, reorganizes and takes the development backgrounds and standards of domestic and foreign rural wine villages as research bases. After an entire understanding in the rural wine villages, this paper establishes a core topic and also, affirms the key managerial success factors of rural wine villages. In planning the key success factors, this paper integrates different industrial thinking dimensions and the theories of key success factor, and constructs the entire empirical model by expert interview and questionnaire survey with Analytic Hierarchy Process (AHP) and ?Strengths, Weaknesses, Opportunities and Threats? (SWOT) analysis. The empirical study is divided into officials and scholastic experts to look for the weight differences between the officials and scholars. Finally, based on the results, this paper would suggest a managerial improvement tactic for the domestic rural wine villages to be referred by the related people.
The suggestious offeced by this paper are listed as follows:
1. In the consideration of summarized overall weigh analysis, the ?commercialized product development? and ?advantage of local raw materials? of industrial characteristics, the governmental role and regulations in the ?community culture impetus and promotion by the central and local units? and the macro-environment in ?combining local culture and tourism resources? are the key success factors of affecting the rural wine village management.
2. In the individual managerial factor and considered by the officials, the ?commercialized product development? of industrial characteristics is the most important factor in each group, and the macro-environment in ?combining local culture and tourism resources? and the ?advantage of local raw materials? of industrial characteristics are the most valued factors. The ?commercialized product development? of industrial characteristics is the most important factor considered by scholastic experts and officials as well as the governmental role and regulations in the ?community culture impetus and promotion by the central and local units? and the ?advantage of local raw materials? of industrial characteristics are the most valued factors. |
