由於在2002年臺灣正式成為世界貿易組織之會員國後，面對國際化、自由化之壓力，臺灣農業之未來面臨衝擊；加上週休二日，與國民所得提高，使得國民休閒旅遊風氣逐漸興盛，並趨向不同旅遊型態體驗，使得休閒農業近年來之發展已成為國人旅遊目的選擇之一，需調整以因應休閒旅遊市場之需求。因此本研究以嘉義農場為例，以相關理論及文獻資料之收集分析、個案實地訪查及個案研究，分析其現況及未來經營策略；並藉由SWOT分析，評估本身的優勢、劣勢及組織環境提供的機會與外在環境的威脅。綜合獲得之資料，加以整理分析，瞭解如何創造其競爭優勢及其未來競爭策略，作為在輔導農民轉型推動休閒農業之經營管理參考。

After Taiwan become a member of the World Trade Organization in 2002. facing the challenges of globalization and liberalization of trade, it has encountered many difficulties in the duration of the development. Because of the two day off on the weekend and the increasing of gross national income, it has grown stronger tendency for our citizens to travel while on vacation. And they tend to experience different types of traveling which has resulted in the increased popularity of recreational agriculture in recent years. The development of leisure farming should be adjust to meet the demands of tourism market. This study uses the experience of Chiayi Farm, this research analyzes recent and future management strategies by data collection and case study. Additionally, we can evaluate subjective views of strengths and weakness, and objective views of opportunities and treats by SWOT analysis. All the information collected were used to position the farmers’ association in the development of agricultural tourism, to bring up competitive formulation and the competitive strategies, and to consult farmers’ association in assisting transformation or promoting leisure agriculture.