| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 106 ===
Wine is a source of inspiration for Chinese literati, the so-called "wine wine song, how life?" "Introduced pot to drink, Ting court to Yi Yan" "wine into the sad, seven into the moonlight, the remaining three points Xiao Cheng Jian Gas ", it can not only express their feelings can also demonstrate personality and taste, we can see the importance of wine.
For a long time, the global wine industry continues to grow, prompting wine tourism to begin to gain attention of scholars and government organizations. Taiwan's accession to WTO in 2003 significantly reduced its contribution to the social economy. To this end, the Executive Yuan Council of Agriculture encourages farmers organizations to actively invest in the development of rural winery, wine and sightseeing will be developed into potential fine agriculture.
In this study, the tourism market in Taiwan with motivation for tourists, with knowledge of wine knowledge and population and other different factors for market segmentation, and consumer awareness and demand for wine, whiskey leisure winery to provide planning and development reference.
Winery visitors can be divided into "rural winery experience type", "pursuit of rural wine experience", "pursuit of origin characteristic" and "other factors attract" four types, and the four tourists Gender, educational attainment, interest in alcohol-related knowledge, and motivation.
The analysis of this study can be summarized as follows, to provide leisure and tourism wine estate planning and development for reference: 1. Industry tour arrangements. 2. Theme Park Introduction. 3. Agricultural sightseeing cooperation. 4. Facilities entertainment added. Park landscape design. Fun activities recommended. 7. Culture and education learning.
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