本研究目的旨在探討休閒農場品牌形象知覺與遊客滿意度之關係。參與者共285 位（男164
位、女121 位）。研究團隊以品牌形象問卷（張原皓，2005）、休閒農場遊客滿意度量表（蔡坤泰，2006）進行研究調查。根據研究目的，本研究以積差相關及多元迴歸進行資料之分析。經分析所得結論如下：一、除了功能性與整體表現外，其他所有品牌形象與遊客滿意度的因素有正相關存在。二、品牌形象的體驗性知覺可以有效的預測人員服務、服務環境、整體表現及整體遊客滿意度。三、品牌形象的象徵性知覺可以有效的預測服務價值。四、品牌形象知覺可以有效的預測整體遊客滿意度。最後針對本研究的結果，對實務應用及後續研究提出進一步建議。

The purpose of this study was to examine the relationship between perception of brand image and visitor 's satisfaction of leisure farm. Participants in this study were 285 tourists (males=164; females=121)
and administered with demographic data questionnaire, Brand Image Questionnaire (Chang, 2005), and visitor's Satisfaction of Leisure Farm Scale (Tsai, 2006). Pearson product-moment correlation and multiple regression analysis were used in this study. The results indicated that (1) All of the factors of brand image and visitor's satisfaction had positive correlation besides function and integral expression; (2)
Perception experiential of brand image could positively predict to personal service, service environment,integral expression, and holistic visitor's satisfaction; (3) Perception symbolic of brand image could
positively predict to service value; (4) Brand image could positively predict to holistic visitor's satisfaction. Based on these finding, this study not only gave some suggestion for farm managers, but also
proposed some future research directions.