A Segmentation of Tourists'' Values and Lifestyles at Taiwan''s Wineries
碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 99 === 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...
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| Format: | Others |
| Language: | en_US |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/22785240558385799860 |
| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 99 === 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.
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