本研究之目的主要在於分析休閒酒莊消費者消費型態、旅遊資訊來源、不同人口統計變項之消費者在服務滿意度與忠誠度上差異,以及服務滿意度各變項對消費者忠誠度之預測力。本研究採便利之抽樣方式,以大湖休閒酒莊消費者為研究對象,得有效問卷1190份。經統計分析後,本研究有以下的發現:1.遊客至大湖酒莊旅遊以第1次的所占人數最多,購買產品以購買「草莓系列食品」的遊客所占人數最多,在消費金額方面,其中以消費101~500元的遊客所占人數最多。2.在遊客至大湖酒莊旅遊資訊來源方面,其中以「有來過酒莊之親朋好友推薦消費」的遊客所占人數最多。3.遊客對於大湖酒莊整體服務滿意度均趨向於「滿意」,而且遊客再訪之忠誠度也頗高。4.在人口統計變項方面,不同性別、婚姻狀況、有無子女、職業之變項並不會影響遊客對於酒莊之「服務滿意度」與「忠誠度」。但不同教育程度、年齡之變項會影響遊客之「服務滿意度」與「忠誠度」。此外收入不同,在「行為忠誠度」方面也會有所影響。5.酒莊服務滿意度之「草莓文化館1樓擺設」、「草莓文化館2樓DIY」、與「服務及販賣人員針對顧客問題處理時間」三個變項,對於遊客「忠誠度」具有影響力。根據分析結果,本研究不僅對業者提出經營上之建議,亦對後續研究者提供後續研究方向。
The purpose of this was aimed to analyze consumers, consume style, travel information resource, service satisfaction, and loyal in Da Hu winedland resort. Besides, this study was design to compare different demographic consumers, difference on service satisfaction and loyal. And what powerful service satisfaction variable can predict consumers, consume loyal. The questionnaires were given to consumers in Da Hu wineland resort at the Miaoli County, and non-random sampling method is used. 1190 effective questionnaires were collected. After statistics testing, five results are shown: 1. Most visitors are first to Da Ha wineland resort, and almost purchased strawberry food and spend 101~500 NT dollars. 2. Most visitors their travel information resource was from ”have Da Hu wineland resort consumed experience relative and friends recommend”. 3. The visitors perceived higher satisfaction and have high loyal revisit wellness. 4. There have no significance difference on different sex, married, have son and daughter, and occupation in service satisfaction and loyal. However, there has significance difference on different education degree and age. 5. The service satisfaction variables such as ”Strawberry Cultural Hall 1 floor furnish and decorate”, ”Strawberry Cultural Hall 2 floor DIY” and ”service and sells they handle time on customers, problem” have powerful predict on loyal. Based on these findings, the study not only gives some suggestions for leisure wineland managers, but also supports research orientation for future researchers.