傳統農業囿於產值低且欠缺國際競爭力，面臨轉型的壓力。隨著遊憩需求增加，休閒農業爲傳統農業轉型提供有利的契機。本研究透過對南部地區休閒農場的調查與經營者訪談，探討休閒農場的經營特性，同時藉由遊客問卷調查，分析遊客對休閒農場的認知與滿意度，並配合市場區隔理論，提出不同類型休閒農場的經營策略改善建議。研究結果顯示，過多的商業化設施可能使遊客誤解休閒農場設置的功能與目的；同時活動安排豐富且能強調農場定位的休閒農場，較易獲得遊客的青睞；至於休閒農場中相關設施的改善方面，應以住宿設施的增加爲優先。

Owing to its relatively low productive value and international competitiveness, traditional agricultural industry is confronted with the pressure of transition. Nevertheless, the increasing leisure demand affords advantageous opportunity for traditional agricultural industry translating into leisure agricultural industry. Through the on-site investigation and questionnaires on managers and tourists of leisure farms at southern part of Taiwan, this study intends to explore the operation properties for leisure farms and to analyze the recognition and satisfaction of tourists on leisure, and, consisting with the theory of market segmentation, some strategies are proposed for improving leisure farm operation. The results reveal that introducing too many commercial facilities in leisure farms may confuse tourists' recognition to the functions and objectives of leisure farms. Besides, Tourists are easily attracted by leisure farms that put their emphasis on the orientation of agriculture. As to the improvement of facilities in leisure farms, the supply of lodge facility seems to be superior.