本研究目的在利用安索夫矩陣爲休閒農場建立一策略行銷規劃衡量量表、探討遊客社經背景、其對休閒農場策略行銷規劃及旅遊意願及其間之關係。本研究以巃頭休閒農場爲例，調查423位受訪遊客。研究結果發現(1)遊客因其社經背景不同，會造成其對休閒農場策略行銷規劃之認知差異，(2)遊客因其社經背景不同，會造成其對休閒農場旅遊意願之差異，及(3)遊客對休閒農場策略行銷規劃認知亦會影響其對休閒農場之旅遊意願。本研究最後依研究結果發現爲休閒農場建議最適當的策略行銷規劃模式。

The objectives of this research are to build a scale to measure the performance of strategic marketing planning of a leisure farm by Ansoff matrix, and explore the relationship among respondents’ demographics, attitude toward the strategic marketing planning and willingness to visit the leisure farm. Using Jung-Tou Leisure Farm as a case study, this study surveyed 423 respondents. The research results are (1) tourists of different demographic background have different attitude toward the strategic marketing planning of a leisure farm, (2) tourists of different demographic background have different willingness to visit a leisure farm, and (3) tourists' attitude toward the strategic marketing planning of a leisure farm is positively correlated with their willingness to visit a leisure farm. Based on the research findings, this paper suggests the best strategic marketing planning for the leisure farm.