- 學位論文
臺灣休閒酒莊遊客的價值觀與生活型態的市場區隔研究
A Segmentation of Tourists' Values and Lifestyles at Taiwan's Wineries
摘要
臺灣酒類的消費市場快速增長。顯現出兩種情況: 臺灣人喝酒的量日益增進; 對酒類有更多的興趣。觀看台灣酒類市場，臺灣酒莊目前的市場發展並沒有很完善，對於消費者的消費型態與消費市場尚未清楚掌握。探究以往的文獻，很少利用參觀酒莊遊客的價值觀與生活形態作為市場區隔。本研究主要的目的是，依據「文化」變項中的價值與生活型態構面來區隔酒莊的遊客市場。文化内涵的價值觀，通常定義爲是領導自己行爲的信念; 生活形態則是指文化的表達方式。本研究利用便利抽樣，訪問來自信義鄉農會酒莊和樹生酒莊的遊客。共發放509份問卷，利用SPSS 14.0統計軟體進行描述性統計、因素分析和兩階段的群級分析。研究結果顯示：區隔出三類不同的生活型態的酒莊遊客：保守型遊客(Conservative Tourists)，享受生活型的遊客(Hedonists Tourists)，與生活酬償型遊客(Rewarding Tourists)。這些群體喝酒時，較注重社交需求，喜歡與朋友喝酒且偶爾喝酒。享受生活型比另外兩個群有較強的飲酒價值觀，大部分台灣遊客都只是順路參觀酒莊。爲了讓業者更了解酒莊遊客的行爲，本研究提供給酒莊業者市場區隔之行銷的策略。
並列摘要
The Taiwan wine consumption is growing very fast and Taiwanese people began to have great interest in wine in general. Taiwan Wineries are not well-developed yet, and their understanding of the tourist’s behavior is still at the beginning stage. Few researches on wineries segmentation have been focused on the values and lifestyle of the tourist characteristics and behavior traits at Taiwan wine tourist. The aim of this study is to segment the wine tourist who visits wineries from the perspective of culture in regards of their values and lifestyle. A convenient sample of about 509 wine tourists in Shin-yi and Shu-sheng winery is surveyed for two-step segmentation analysis, including factor analysis and cluster analysis and disclose three different groups of wine tourists with different lifestyle; the “Conservative tourists”, the “Hedonism tourists”and the “Rewarding tourists”. The Hedonist tourists seem to have the strongest value regarding to the wine when the Conservative tourists have the weakest; The Rewarding Tourists appears to value wine for society’s needs. Winery owners should take into account the differences regarding to the lifestyle and values of the tourists to provide efficient marketing strategies to appeal them.