本研究主要之目的在瞭解休閒農場產業行銷與高齡者之間的關係，進而提供休閒農場有效的行銷策略。本研究採文獻回顧法，蒐集休閒農場與高齡者休閒運動的相關性文獻，進一步以SWOT分析找出產業行銷策略。研究結果發現，基於高齡者身心健康層面的需求，可提供休閒農場經營管理上的行銷策略有：在SO策略上有季節行銷、體驗行銷、農場主題行銷；在ST策略上有品牌行銷、文化行銷、療癒行銷；在WO策略上有地方特色產業行銷、全家遊優惠行銷、生態體驗行銷；在WT 策略上有人文歷史行銷、節慶行銷、社區行銷。根據研究結果，本研究建議休閒農場應該提供更多高齡者可活動的休閒設施與休閒活動項目。

This study primarily aims to understand the relationship between the elderly and leisure farm industry marketing to provide effective marketing strategies for leisure farms. This study uses a literature review of studies related to leisure farms and elderly leisure exercise; it further applies strengths, weaknesses, opportunities, and threats (SWOT) analysis to determine industry marketing strategies. The results of this study show that, based on elderly peoples' physical and mental health demands, potential marketing strategies of leisure farm operations management include the following. With regard to SO strategies, seasonal marketing, experiential marketing, and farming theme marketing can be used; ST strategies include brand marketing, cultural marketing, and health marketing. WO strategies include local specialty industry marketing, family travel promotion marketing, and ecological experience marketing; WT strategies include humanities and history marketing, festival marketing, and community marketing. According to the results of this study, we recommend that leisure farms provide more leisure infrastructure for elderly activities, and more leisure activity projects.