台灣農村休閒酒莊遊客旅遊動機之研究

A Study on the Motivation of Tourists' Winery Travel in Taiwan -samples from Wine Farmsteads which subsidized by government

廖雅蘋(Liao Ya-Pin)

指導教授 ： 陳瀅世

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2005年)

摘要

本研究主要是以EKB模式(Engel-Kollat-Blackwell Model)為主要理論基礎，針對農委會所輔導之七家農村休閒酒莊其遊客在「旅遊動機」、「資訊尋找」、「方案評估」、「旅遊行為」及「人口統計變項」之相關調查。在問卷調查的部分，針對18歲以上具有自主評估之成年遊客做調查，共回收210份有效問卷，並以因素分析、單因子變異數分析及相關性分析做檢測。另外在訪談的部分，則以奕青酒莊和橘園堡酒莊為訪談對象，以一對一訪談的方式來了解相關問題。透過上述調查，本研究發現：
1、遊客之主要旅遊動機有「人際關係及知識培養」、「興趣及嗜好」「減輕壓力」及「親情的培養」；在前往酒莊之前會透過「大眾媒體」來進行「行前搜尋」；而評估準則有「交通便利及資源豐富性」、「自然環境及酒莊特色」、「遠離人群」、「隨團旅行」及「產品多元化」。
2、大部分的遊客是為了減輕壓力而來農村休閒酒莊旅遊，且在行程之前會透過大眾媒體來搜集有關酒莊之資訊，另外絕大多數考量評估準則在於該酒莊之自然環境及所具備之特色。
3、因人際關係、親情方面動機到酒莊之遊客在男女生方面有顯著不同；另外不同年齡層或教育程度的遊客，其在旅遊動機方面也是有顯著差異。
4、而教育程度與「興趣及嗜好」、「減輕壓力」和「親情的培養」動機之間具顯著正相關。
5、最後在業者訪談的部分，主要是針對兩家農村休閒酒莊為經營管理層面上相關問題之探討，結果是業者普遍認為台灣農村酒莊在目前最迫切需要的便是強化自身之釀酒技術及發展酒莊自有特色。

關鍵字

農村休閒酒莊 ； 旅遊動機 ； 消費者行為

並列摘要

This research is mainly to regard EKB(Engel-Kollat-Blackwell Model ) as the main theoretical foundation, to investigate about visitor of recreational wine farmstead in travel motivation, search for information, evaluation of alternatives, travel behavior and demographic variables.In the part of questionnaire investigation, the target is visitors with power to make decision over 18, and retrieve 210 questionnaires altogether. Analyse with the Factor analysis, One-way ANOVA, and Pearson’s correlation analysis to measures. In the part of interview in addition, in order to visit dating with the Shan-An recreational wine farmstead and tangerine garden fort recreational wine farmstead, understand relevant problem in interview way one by one, and thought the investigation, the result of study:
1.The mainly travel mativation of visitors are " interpersonal relationship and to expand knowledge ", "interest and hobby", "to relax stress", and "to add family's feelings".Before to go to wine village, visitors will be search something about wines village through public medium, and assess criterion is “convenient traffic and abundant resources”, “the natural environment and characteristic of wine village”,“far away from crowds”,”travels with the group” and “the pluralism of the products”.
2.The most of visitors come to recreational wine farmstead are to relax stress, and before the journey will search something about wine village through public medium, in addition most assessment criterion lie in the natural environment of this wine village and characteristics.
3.The visitors whose interpersonal relationships, family feelings of motivation to wine village travel; there is very difference from man and woman. Among different age levels or visitors of the education degree in addition, are very different t in tourist motive.
4.There are positive correlation among education degree, interest and hobby, family feelings.
5.Final, in the part of interview, the result is that interviewees all think that it is since characteristic that what the recreational wine farmstead of Taiwan needs most urgently at present strengthens one's own making wine technology and develops the wine village finally.

並列關鍵字

Recreational Wine Farmstead ； Travel motivation ； Consumer behavior

參考文獻

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