The Study on the Products Development of Long Stay at Agricultural Leisure Area :A Case Study in Lugu Half-Sky Area

[[abstract]]Following the retirements of the Baby Boomers, there appeared an increasing need in the new consumer community for dwelling, care service, tourism and retirement financial management. In the case of leisure tourism many companies have already rushed into this potentially profitable new market. Therefore, agricultural leisure industry operators in agricultural leisure area should target the above community to acquire some early consumer feedbacks by providing the target community with needed products and services. In order to create a unique niche for agricultural leisure industry, the agricultural leisure industry operators need to comprehend the demands of retirement community market, in cooperation with existing resources and market competitions, to make timely adjustments and management strategies. The research is a case study of the Lugu Half-Sky agricultural leisure area. The research integrates the PZB model and combines the Kano model classification and the Quality Function Deployment (QFD), then applying them on the service quality improvements of agricultural leisure area. Through the customer needs analysis, Kano model and Quality Technology Deployment systemic integration method, this research reaches the improvement program prioritization, ensuring that customer demands receive more effective responses, and providing agricultural leisure area industry operators references for quality improvement strategies. The statistic analysis of this research on customer needs discovers significant variations between anticipations and actual experiences, as well as high correlation rate between the degree of satisfaction and customer loyalty. Based on Kano model and QFD, this research attains the following ten implementation priorities of quality technology: 1. creation of leisure living space, 2. care services, 3. marketing management, 4. living function network linkage, 5. community amalgamation, 6. information and guide services, 7. facility maintenances, 8. tourist safety management, 9. landscape planning, and 10. customer rights protectio