遊客需求導向之觀光酒廠遊程服務設計

觀光酒廠常提供遊程讓遊客了解酒廠發展、製酒工藝，並搭配品酒服務，希冀藉此建立遊客對酒莊品牌認知並吸引購買。本研究詴圖探討遊客對觀光酒廠遊程內容的偏好，以了解遊程設計中的重要屬性變數及服務水準。文中應用敘述性偏好法設計情境問卷，以獲得遊客的選擇決策。透過系統抽樣，收集428份有效問卷，有效回覆率99%。在研究方法上採用多項羅吉特模式及考量遊客異質行為的混合羅吉特模式進行建模。研究結果顯示在觀光酒廠遊程元素方面，製程工藝、儲酒場所、紀念品、購酒折扣、遊程時間都會對於遊程偏好產生影響。遊客間存在不同的行為面向，而紀念品提供與購酒折扣則為異質行為的主要來源。本研究據此提供觀光酒廠遊程服務設計可供思考之方向。

關鍵字

敘述性偏好；酒類觀光；羅吉特模式；遊程服務設計；服務水準

並列摘要

Wineries and distilleries commonly provide itineraries for tourists to experience their historical background, production techniques, as well as a sip of alcohol at the end. By providing these services, winery/distillery operators aim to strengthen company images, and in the long run improve sales. This study addresses the issue of tourists’ preferences on winery itineraries through investigating important service attributes and corresponding service. The framework of stated preferences was utilized to conduct experiments for obtaining tourists’ responses. The concept of systematic sampling was applied to collect samples. Ultimately, 428 valid questionnaires were collected with a response rate of 99%. Regarding the methodology in this study, conventional multinomial logit and mixed logit analyses, in which the latter may further take heterogeneous behaviors into account, were applied to explore the collected data. The results show that production techniques, storage places, souvenirs, purchase discounts, and itinerary duration all have significant influence on the choice of itinerary alternatives. In addition, tourists show non-homogeneous behaviors on souvenirs and purchase discounts. Suggestions for itinerary service design on wine tourism are rendered.