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.

• 因此为明瞭游客为何至农场消费，本研究以台南走马濑农场为例，并以度假生活型态作为农业旅游市场区隔，探讨游客至农场消费行为。