Wine tourism is a relatively fledgling industry sector facing a number of important economic development issues. One such issue is the industry's ability to foster sustainable revenue. The objective of this study was aimed at investigating visitors who has visited winery/wine sites and visitors' relationships with a wine firm under a consideration of industrial integration. Questionnaire survey was adapted for collecting data and finally a total of 329 valid samples were received with a respond rate 94%. Finding revealed that satisfaction, trust, and commitment visitor perceived can positively impact behavioral intentions. Finally, some suggestions were drawn. Such the infrastructure should be improved was recommend to the local government; new wine cultural products which matching the needs of visitors should be designed and developed for the firm when developing wine cultural tourism.