隨著國民所得提升與生活型態的改變，國人已更積極地參與休閒農場遊憩活動。本研究以EKB消費者決策過程模式來探討休閒農場遊客的「旅遊動機」、「資訊搜尋行為」、「選擇評估準則」間之關聯性，並以假日至休閒農場旅遊的成年遊客為研究對象，共回收有效問卷301份，結果遊客的旅遊動機萃取出「人際關係與能力培養」、「身心鬆弛與休養」、「積極求知與學習」、「獨處與靈感尋求」及「親情與友情培養」等五構面；遊客資訊搜尋方式萃取出「大量搜尋」、「經驗導向」及「遊前搜尋」等三構面；資訊來源萃取出「大眾媒體」、「參考群體」及「專業導覽」等三構面；遊客選擇評估準則萃取出「注重環境與設施品質」、「注重全家同樂與自然景觀」、「注重遠離人群」、「注重冒險刺激」及「注重新生活體驗」等五構面。性別、年齡、教育程度和收入等人口統計變數分別在遊客「旅遊動機」、「資訊搜尋行為」及「選擇評估準則」上具顯著差異。其次，按遊客旅遊動機區分成三群，三個不同旅遊動機區隔的遊客在資訊的搜尋方式、獲取資訊的來源及選擇評估準則上具有顯著性差異。

This research adopts the E-K-B model to study leisure farm tourists' behaviors. The purposes of this study are to discuss and analyze the effects of "tour motivation" on "information search behavior", and "alternatives evaluation criteria" respectively. Tourists visiting leisure farm were chosen to be subject of this empirical study. The results conclude: First, the results of factor analysis on tourist's motivation, named the "interpersonal relationship and ability development", "physical and psychological relaxation and recuperation", "continuous learning and development", "individual and spiritual quest" and "relationship building". Tourists are segmented into three clusters based on their tour motivation and labeled accordingly. Different clusters of tourists reveal significant differences in information search, source of information and evaluation criteria.