本研究旨在探討遊客對於休閒農場遊憩體驗的知識取向、教育功能及教育價值之現況，及其彼此間的相關性，以飛牛牧場現場遊客為研究對象，採問卷調查法，便利取樣方式進行，共發放問卷420份，獲有效問卷412份，問卷以SPSS 20.0統計軟體進行遊客資料次數分配與百分比，以敘述統計平均數與標準差，獨立樣本t檢定，單因子變異數分析(如有顯著差異則採Scheffe事後比較),皮爾森相關分析以及多元迴歸分析等方法，進行資料處理與分析。研究發現，知識取向與教育功能，知識取向與教育價值以及教育功能與教育價值等彼此皆具顯著相關，知識取向與教育功能亦能顯著預測教育價值。研究結果提供飛牛牧場及相關單位為未來規劃與營運之參考。

The purpose of this research is aim to discuss the status of knowledge orientation, educational function and educational value of Flying Cow Ranch visitors and its relationships of factors. The research method is quantitative approach and the research target is Flying Cow Ranch visitors. Convenience sampling is applied. The total distribution questionnaires are 420, effective questionnaires are 412, and rate of return is 98.1%. Conducting tourists’ personal demographic information frequency distribution and percentage by SPSS Statistics version 20.0, and adapt descriptive statistics mean and standard deviation, independent-samples t test, one-way ANOVA (use Scheffe’s method if it is significant), Pearson correlation as well as multiple regression analysis as the method of data processing and statistics analysis. Research finding are knowledge orientation and educational function can significantly forecast educational value. Research result and recommendation may offer some operating and planning reference for Flying Cow Ranch and related industry in the future.