近年來，部分沿海地區的養殖漁業逐漸轉型成為休閒功能導向的產業，提供人們另類的休閒遊憩所及漁業體驗，其中溪南春休閒漁業渡假村是早期率先轉型成為休閒養殖的產業，目前亦是漁單位列為觀光漁村示範的地點。本研究即以該渡假村為研究對象，了解遊客特性及其生活型態，透過集群分析方法區隔出不同的族群遊客。本研究以問內調查對遊客進行便樣，共得182份有效問卷。 研究結果顯示遊客生活型態可分為四個因素構面，分別為喜愛旅遊、社交聯誼、享受生活及遠離現實。就遊客的生活型態進行集群分析，得到二個集群，分別為品質追求者及自然愛好者。就品質追求的集群，年齡上有顯著差異，其中41~50歲最顯著、其次為31~40歲；在職業上有達到顯著差異，其中學生最顯著、其次為工商業、再其次為退休賽員。就自祭愛好者集群方在遊客的性別、年齡、教育程度等等的社經背景上並無顯著性差異。最後，對遊客對渡假村的軟硬體設施進行重視度與滿意度的差距分析，發現消費者重視但感到不滿意之問項為安全設施(告示牌、照明燈、護欄設備)的規劃，此為業者應加強改善的地方。

With the increasing demand of leisure activities, a recent trend has grown that traditional fishery has transformed into leisure fishery, which provides opportunities for recreation and fishery-related experience. Aquaculture fishery is also in this trend and becomes the so-called leisure aquaculture fishery which is not only for culturing economic fishes but also for recreational purposes. The study aims to explore the characteristics of the visitors of an leisure aquaculture farm, segment the market based upon the respondents’ life style and respondents’ satisfaction toward the products and services provided by the farm. A structured questionnaire was designed to collect the empirical data and a total number of 182 valid samples were collected. From the results of cluster analysis, two market cluster were segmented and named as ‘quality pursuer’ and ‘nature pursuer’. From the IPA analysis, respondents are not satisfied with the safety facilities. Some suggestions for marketing and enhancing the level of satisfaction were proposed.