過去文獻對遊憩區偏好屬性著重於核心資源的探討，本研究強調知名度、廣告價值及認證標章等外部線索的屬性相對重要性，分析吸引不同消費者前往農場旅遊的因素。文中以聯合分析法探討消費者對休閒農場屬性外部線索的評價，藉以估計出消費者對外部線索之成份效用值的相對重要性，再進行集群分析，試圖利用各群組對休閒農場外部線索的評價的差異中找出最佳行銷組合。依屬性相對重要性得到重視「認證及知名度」及「品質及價格」等兩群組，此兩群組對於屬性相對重要性看法，以及對旅遊資訊來源存在差異，在人口社經特徵及停留時間則無明顯差異。因此建議業者為吸引「認證及知名度」群組，應積極取得農場認證標章，整合各項行銷通路提升知名度；而「重視價格與品質」的群組偏好網路搜尋旅遊訊息，可透過網路宣傳價格促銷活動，吸引該族群前往農場旅遊意願。

The study uses conjoint analysis to access how the consumers' evaluation on the relative importance of farm characteristics and to estimate the part-worths values for the external cues. Market segmentation was done by clustering the relative importance of the farm characteristics: one on certification and publicity and the other is on quality and price. In addition to the different opinion on the relative importance of the farm characteristics, they also differ on the source of travel information. However, there are no significant differences on the socio-economic characteristics and the length of stay between the two clusters. It is recommended that for the cluster on the certification and publicity, the farm should obtain the official certification issued by the government and to enhance the visibility of the farm through promotion activities on various channels. While for the cluster on quality and price, the farm should use internet as the major channel for price promotion and probably should serve as the travel agency on planning the recreation activities for the group tours, and the services are well worthy of the price paid by the consumers.