近年來國內休閒農場不斷設立，然而由於缺乏專業的經營理念，造成同質性過高，無法突顯農場的資源特色，成為休閒遊憩產業的重要議題。針對此議題，本研究以休閒農場為探討的範圍，以問卷調查方式探討遊客對於休閒農場的認知。本研究研究對象以全省主要休閒農業區，且符合籌設之休閒農場為主，以立意抽樣法共蒐集420 份問卷。研究結果顯示，受訪者的性別男女平均分布，年齡分布在21-30 歲的佔最多，教育程度以專科或大學佔最多，婚姻以未婚為最多。在旅遊認知方面，消費者在休閒農場旅遊認知以經濟功能最佳，其次為遊憩功能、知覺價值、社會功能，而教育功能為最低。消費者對於休閒農場認知在性別、每年國內旅遊次數、旅遊花費、及參與旅遊地區方面均有顯著差異。

　　More people today spend weekends on leisure farms. Despite the recent increase in leisure farms operations, little is known about the scope of opportunities and threats to growth for successful entry and sustainability. This study examined consumers’ perceptions regarding leisure farms with 420 participants recruited from licensed leisure farms in Taiwan. Results indicated that economical function was perceived as an important determinant of the leisure farm experience, followed by the leisure function, perceived value function, social function, and educational function. Gender, number of domestic trips made every year, travel expenses, and the geographic location of the leisure farm significantly impacted the consumers’ perceptions of the leisure farm. The findings offer interesting implications for marketing and management strategy.