Identification of Intangible Resources Essential to Agri-Tourism Enterprises in Taiwan: a Delphi Study
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IDENTIFICATION OF INTANGIBLE RESOURCES ESSENTIAL TO AGRI- TOURISM ENTERPRISES IN TAIWAN: A DELPHI STUDY DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Chia-Chien Hsu, M.S. * * * * * The Ohio State University 2005 Dissertation Committee: Approved by Dr. Larry E. Miller, Adviser Dr. Sharon A. Alvarez Adviser Dr. James J. Connors Graduate Program in Human and Community Resource Development Dr. Scott D. Scheer ABSTRACT The focus of traditional farm management was on operational effectiveness. However, the management of agri-tourism enterprises was more inclusive which required farm operators to further acknowledge the significance of intangible resources. The purpose of this study was to identify the roles of intangibility of resources associated with the management of agri-tourism enterprises in Taiwan. The theoretical base of this study was based upon Hall’s framework (1992, 1993, 1994, 2000). A three-round, modified Delphi technique was employed. Based on the review of literature, a self-administrated questionnaire was developed. A purposeful sample of academics, professionals in the public and private sectors, and operators of agri-tourism enterprises was identified and invited to participate in this study. Panelists responded via mailed questionnaires. The findings revealed that, among competency-based intangible articulated, recognizing the needs of customers, providing quality service, innovating, setting future goals, and providing employee training related to customer services were considered to have top priorities for the sustainability of agri-tourism enterprises. Among asset-based intangibles articulated, establishing customer trust, establishing positive business ii reputation, complying with sanitation regulations, complying with customer safety regulations, and securing proper operating licenses were considered to have top priorities for the sustainability of agri-tourism enterprises. The variety of intangible resources articulated indicated that panelists were well aware of the significance of intangibles concerning the management of agri-tourism enterprises. Strong consensus across the panel on both intangible sets indicated that agri-tourism enterprises would require vigorous planning and consideration for the sustainability of such business. iii Dedicated to my mother, Hung-Ching Wang, my wife, Liping Yuan, and two special men iv ACKNOWLEDGMENTS I would like to express my gratitude to my adviser, Dr. Larry E. Miller, for providing invaluable mentorship and support. Thank you very much for making my graduate education as a joyful and real learning process. Special thanks to Dr. Scott D. Scheer, Dr. James J. Connors, and Dr. Sharon A. Alvarez for serving on my committee and offering priceless mentorship. Thank you very much for your time, kindness, and accountability. To Dr. Jen-Son Cheng for your generous assistance. Thank you very much. To Dr. Brian A. Sandford for your assistance and friendship. Thank you very much. Finally, acknowledging my family is a must. I sincerely thank my parents and wife for providing financial and spiritual supports and believing in me. v VITA 1992…………………………Diploma, Department of Tourism Promotion, The World College of Journalism, Taipei, Taiwan. 1995 – 1996…………………Assistant, Taiwan Forestry Research Institute, Taipei, Taiwan. 1998…………………………B. S. Natural Resources, The Ohio State University, Columbus, Ohio. 1999…………………………Assistant, Taiwan Forestry Research Institute, Taipei, Taiwan. 2002…………………………M. S. Human and Community Resource Development, The Ohio State University, Columbus, Ohio. 2002 – Present……………….Graduate Student, Human and Community Resource Development, The Ohio State University, Columbus, Ohio. PUBLICATION Miller, L. E., & Hsu, C. C. (2003). Motivation and characteristics of visitors to Taiwan vacation farms. Proceedings of the Association for International Agricultural and Extension Education, USA, 19, 449-460. vi FIELDS OF STUDY Major Field: Human and Community Resource Development -- Extension Education Dr. Scott D. Scheer Dr. James J. Connors Minor Fields: Research and Statistics Dr. Larry E. Miller Management and Human Resources Dr. Sharon A. Alvarez vii TABLE OF CONTENTS Page Abstract………………………………………………………………………. ii Dedication……………………………………………………………………. iv Acknowledgments……………………………………………………………. v Vita…………………………………………………………………………… vi List of Tables………………………………………………………………..... xi List of Figures.................................................................................................... xii Chapters: 1. Introduction................................................................................................ 1 Background and Setting............................................................................. 2 Management in Agri-tourism Enterprises.................................................. 8 Hall’s Framework...................................................................................... 9 Educational Needs for Agri-tourism Development.................................... 12 Problem Statement..................................................................................... 13 Purpose and Objectives.............................................................................. 14 Definition of Terms.................................................................................... 15 Significance of the Study........................................................................... 16 2. Review of Literature.................................................................................. 18 Agri-tourism............................................................................................... 18 Definitions of Agri-tourism................................................................. 19 Leeds and Barrett’s Classification of Agri-tourism Enterprises.......... 20 Considerations of Activity and Service Creations/Adoptions in Agri- tourism Enterprises.............................................................................. 22 Activities Provided by Agri-tourism Enterprises................................. 23 The Considerations of Intangible Resources............................................. 24 Hall’s Conceptual Framework............................................................. 27 Coyne’s Taxonomy.............................................................................. 29 viii Page Sveiby’s Perspective............................................................................ 31 Fernandez, Montes, and Vazquez’s Typology..................................... 32 The Delphi Technique................................................................................ 34 Characteristics of Delphi...................................................................... 34 Delphi Process...................................................................................... 37 Panel Selection..................................................................................... 39 Time Requirements.............................................................................. 43 Reliability in Delphi............................................................................. 44 Scale..................................................................................................... 44 Statistics Used...................................................................................... 45 Consensus Determination.................................................................... 45 Weaknesses of the Delphi Technique.................................................. 47 Summary.............................................................................................. 50 3. Methods...................................................................................................... 51 Panel Selection........................................................................................... 52 Qualification of Subjects...................................................................... 52 Number of Subjects.............................................................................. 54 Instrumentation.......................................................................................... 55 Validity................................................................................................. 56 Reliability............................................................................................. 56 Data Collection.......................................................................................... 57 Data Analysis............................................................................................. 59 4. Findings...................................................................................................... 62 Results: Round I......................................................................................... 63 Results: Round II....................................................................................... 72 Results: Round III...................................................................................... 87 5. Summary, Conclusions, Implications, and Recommendations.................. 93 Summary.................................................................................................... 93 Purpose and Objectives........................................................................ 93 Methods...............................................................................................