本研究旨在探討不同生活型態之遊客對於酒莊所提供各項屬性的看法,以及各類型生活型態遊客對於酒莊業者所提供的服務的滿意程度,進而探討酒莊業者應與其他何種產業結盟,方能達到互利效果。 本研究以人員訪問方式,委託酒莊人員代為發放問卷,並針對后里地區酒莊遊客進行問卷調查,共取得有效問卷389份。之後,採用統計軟體進行描述性統計分析、信度分析、因素分析、集群分析、卡方檢定、變異數分析、重要性—績效分析法及複迴歸分析。 實證結果發現,不同背景的酒莊遊客在實際消費行為上有顯著差異;不同背景的酒莊遊客在酒莊提供屬性的重視及滿意程度上有顯著差異;不同生活型態的遊客在酒莊提供屬性的重視及滿意程度上有顯著差異。另外根據遊客對於酒莊所提供服務內容之滿意度與重遊意願的迴歸分析結果顯示,僅有四項自變數出現顯著影響效果。此外,由IPA分析結果可知,酒莊業者優先要改善的地方為葡萄酒的標籤訊息的完整性、妥善處理顧客問題、業者的服務與產品定價合理性、酒莊地理位置的交通便利性等四個問項。
The study is probe into lifestyle of winery visitors, its purpose lies in understanding the different lifestyle of visitors with regard to the winery provides each attribute view, the different lifestyle of visitors with regard to the winery provides each service Satisfaction and the winery should form an alliance with other industry to achieve the mutually beneficial effect. The study used personal interviewing, requested the winery service personnel to provide questionnaire survey for visitors in Houli area and obtained 389 valid samples and used SPSS for Windows to apply descriptive analysis, reliability analysis, factor analysis, cluster analysis, Chi-Square test, One-Way ANOVA analysis, IPA analysis, regression analysis. The study findings:the visitors with different backgrounds show apparent differences in consumption behavior, the visitors with different backgrounds show apparent differences in the winery provides each service degree of attention and Satisfaction, the different lifestyle of visitors show apparent differences in the winery provides each service degree of attention and Satisfaction, visitors with regard to the winery provides each attribute Satisfaction between revisiting tendency shows, only four independent variables apparent influence effect. In addition, IPA analysis shows the first improve place for grape wine label information integrity, properly deal with customer question, the winery service and product should be rationality and the winery’s position transportation convenience. the study expect to provides suggestion for winery.