More people today spend weekends on leisure farms. Despite the recent increase in leisure farms operations, little is known about the scope of opportunities and threats to growth for successful entry and sustainability. This study examined consumers‘ perceptions regarding leisure farms with 420 participants recruited from licensed leisure farms in Taiwan. Results indicated that economical function was perceived as an important determinant of the leisure farm experience, followed by the leisure function, perceived value function, social function, and educational function. Gender, number of domestic trips made every year, travel expenses, and the geographic location of the leisure farm significantly impacted the consumers‘ perceptions of the leisure farm. The findings offer interesting implications for marketing and management strategy.