隨著網際網路迅速發展，網際網路（Internet）無遠弗屆之特性，再加上其全年無休、成本低廉，透過網路傳達訊息，為現今社會最為便捷的媒介。臺灣正式加入WTO，對農業起了極大衝擊，於經營上須作改變與調整，突破傳統以生產為主之型態，結合了農業及農村資源特色，與加入休閒旅遊的發展模式，即為「休閒農業」。同時掌握週休二日的契機，藉此導入休閒旅遊之風潮，透過網路將農場資訊、特色及活動內容等，快速地傳送出去，以吸引更多遊客。綜合以上，本研究係以宜蘭中山休閒農業區為研究主題，探討藉由網際網路的行銷手法，如何對休閒農業帶來更大之效益。本論文將採用文獻調查法、問卷調查法和次級資料法的研究方式，實地訪查時則分為消費者問卷調查和農場業者訪談兩方面進行調查。本研究的研究目的如下：一、了解遊客對於網站內容的需求。二、了解業者對於網路行銷之障礙為何。三、針對研究結果給予適當的應對辦法。預期成果如下：希望能針對遊客於網路行銷上做深入分析並提供建議，其研究結果可提供業者做為參考，以有效推廣該區，進而吸引更多遊客前來消費。

With the rapid development of Internet, and its features in broadcasting characteristics coupled with its year-round, and low cost. Conveying the messages through the Internt network is the most convenient medium in the current society. When Taiwan officially joined the World Trade Orgnization (WTO), and it had a great impact on agriculture. Changing and adjusting on the agricultureal management break off the traditions to take producing as the lord of type. Not only that, agriculture also combines the characteristics of the agricultural and rural resources, and join the development mode of leisure and tourism, which it is called "leisure agriculture." At the same time, grasping the government work policy opportunity of the in the two-days off as weekend, it promotes the trend of the leisure and tourism development. This action creates another market in the agricultural operations. The leisure agriculture in the present utilizes the Internet as a tool to deliver leisure farmings' information, features and activities, to attract more tourists. To sum up, this study takes place in the Jhong Shan Agriculture Leisure Area of the Yilan country, it explores its Internet marketing techniques and how the effectiveness of Internet marketing brings the greater benefit. This paper adopts the literature reviews, questionnaire survey and secondary data, and field survey is divided into two aspects. The investigation includes consumer surveys and farm proprietors' interviews. The purposes of this study are as follows: 1. Understand the tourists' demand to the web site's content. 2. Understand the barriers to proprietors on Internet marketing.3. Provide both fundamental and appropriated solutions to deal with Internet marketing from the survey. Expected results are as follows: Hope we can do in-depth analysis on Internet marketing and provide more profound suggestions to the proprietors. The research results provide proprietors as a reference to effectively promote their web marketing and then attract more visitors for the consumption.