Since Taiwan joined the WTO, market competition for agricultural products has increased. The government currently helps farmers develop sophisticated agriculture. The transformation from traditional agriculture to running leisure farms is an important development. Therefore, resources associated with traditional agriculture should be applied successfully in the leisure industry to meet consumer needs and to enhance experiential leisure value, thereby increasing the willingness of people to visit leisure farms. This study explores how innovative leisure farms provide service attributes to customers and their relationship to the deep inner values of customers. Innovative leisure farms are screened using innovation standards. The Nan Yuan leisure farm is chosen as this study's focus, and its customers are interviewed. After collecting data through ladder interviews and applying content analysis to detect reliability, coding results create a hierarchy of cognitive values of tourists, which includes five attributes, seven benefits, and six values. The overall agreement index for research group members is 0.96, which meets reliability standards. Finally, the resulting diagram from applying the Means-End Chain method shows that the most important attributes to customers are recreational facilities and environmental features.