在國人愈來愈重視休閒生活，從事戶外旅遊活動逐漸增加，使得休閒農業近年來不斷經營開發旅遊市場，已成為國人旅遊目的選擇之一；因此為明瞭遊客為何至農場消費，本研究以台南走馬瀨農場為例，並以度假生活型態作為農業旅遊市場區隔，探討遊客至農場消費行為。本研究主要以問卷調查法，針對園區內每一遊客進行訪查，共獲得326份有效問卷，研究中利用因素分析、集群分析、區別分析、單因子變異數分析、及卡方檢定等方法，分析不同度假生活型態區隔在休閒消費行為之差異，及各區隔之消費特性。由實證結果分析顯示，可分為三群不同類型之區隔，其不同度假生活型態區隔在選擇農場評估、遊憩體驗、旅遊滿意度等休閒消費行為呈現顯著差異；因而可從不同區隔瞭解遊客消費行為之特性，進一步針對不同區隔研擬行銷策略，對於相關經營休閒農業單位亦有一定參考價值。 Due to increasing demands in leisure lives, increasing proportion of popularity are engaged into outdoor traveling activities, which enhance constant development of traveling market in leisure farm and become one traveling option in our country. Therefore, in order to further investigate into reasons for visitors to spend their leisure time in farm, this research conducts an investigation on visitors at Zou-Ma-Lai Farm in Tainan. This investigation receives 326 copies of effective questionnaires, which are used to analyze how different leisure life styles separate types of leisure consumer behavior and consumer features of every segmentation using methods including factor analysis, cluster analysis, discriminant analysis, one way ANOVA, and chi-square test. From its realistic experiments, it proves that there are three clusters of leisure life styles, which show variations according to farm evaluation, recreation experience, and travel satisfaction. Also, it helps to further develop marketing strategies for different segmentations and incur certain values for those relevant leisure farm institutions involved.
