休閒農場已廣泛使用網路做為重要行銷工具之一，而網站創意是吸引瀏覽者駐留的關鍵特性。然而，鮮少研究探討休閒農場網站創意指標及評估其創意表現。本研究透過深度訪談專家學者、內容分析以及兩次的德爾菲調查後得到休閒農場網站創意5構面39項評估指標，計有科技價值（10項）、園區資訊（12項）、互動溝通（9項）、線上交易（5項）及顧客關係（3項）。接著再以專家評估方式，比較目前台灣9家綜合型休閒農場網站之創意。整體而言，線上交易及園區資訊等構面之創意表現較佳，而顧客關係及互動溝通等構面之創意表現則較差。而網站創意表現最佳前三名農場依序為飛牛牧場、雪霸休閒農場以及走馬瀨農場。本研究亦提出若干管理意涵與未來研究方向之建議。

Despite extensive use of the Internet as a marketing tool by recreation farm destinations, few studies have been conducted to measure the creativity indicators and performances of recreation farm websites. Literature review and collection experts were employed and, through rigorous content analysis and two rounds of tests, a consensus was reached grouping the following 39 items into five dimensions: technical merit (10 items), farm information (12 items), interactive communication (9 items), online transaction (5 items), and customer relationship (3 items). Among the five dimensions, the recreation farm websites creatively utilized their websites regarding the transaction and information dimensions; however, the relationship and communication dimensions were not significantly utilized. The proposed framework was tested to evaluate the creativity performance of each of the dimensions of nine recreation farm websites. The results revealed that the Flying Cow recreation farm website received the highest score, followed by Sheipa and Tsoumalai. Implications of these findings for application and areas for future research are also provided.