遊客需求導向之觀光酒廠遊程服務設計__臺灣人文及社會科學引文索引資料庫

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題名：	遊客需求導向之觀光酒廠遊程服務設計
書刊名：	觀光休閒學報
作者：	陳建民／蔡宗憲／李珮榕
作者(外文)：	Chen, Chien-min／Tsai, Tsung-hsien／Li, Pei-jung
出版日期：	2016
卷期：	22:2
頁次：	頁183-212
主題關鍵詞：	敘述性偏好；酒類觀光；羅吉特模式；遊程服務設計；服務水準；Stated preference；Wine tourism；Logit models；Itinerary service design；Level of service
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:4 共同引用:44 點閱:6

觀光酒廠常提供遊程讓遊客了解酒廠發展、製酒工藝，並搭配品酒服務，希冀藉此建立遊客對酒莊品牌認知並吸引購買。本研究詴圖探討遊客對觀光酒廠遊程內容的偏好，以了解遊程設計中的重要屬性變數及服務水準。文中應用敘述性偏好法設計情境問卷，以獲得遊客的選擇決策。透過系統抽樣，收集428 份有效問卷，有效回覆率99%。在研究方法上採用多項羅吉特模式及考量遊客異質行為的混合羅吉特模式進行建模。研究結果顯示在觀光酒廠遊程元素方面，製程工藝、儲酒場所、紀念品、購酒折扣、遊程時間都會對於遊程偏好產生影響。遊客間存在不同的行為面向，而紀念品提供與購酒折扣則為異質行為的主要來源。本研究據此提供觀光酒廠遊程服務設計可供思考之方向。

以文找文

Wineries and distilleries commonly provide itineraries for tourists to experience their historical background, production techniques, as well as a sip of alcohol at the end. By providing these services, winery/distillery operators aim to strengthen company images, and in the long run improve sales. This study addresses the issue of tourists’ preferences on winery itineraries through investigating important service attributes and corresponding service. The framework of stated preferences was utilized to conduct experiments for obtaining tourists’ responses. The concept of systematic sampling was applied to collect samples. Ultimately, 428 valid questionnaires were collected with a response rate of 99%. Regarding the methodology in this study, conventional multinomial logit and mixed logit analyses, in which the latter may further take heterogeneous behaviors into account, were applied to explore the collected data. The results show that production techniques, storage places, souvenirs, purchase discounts, and itinerary duration all have significant influence on the choice of itinerary alternatives. In addition, tourists show non-homogeneous behaviors on souvenirs and purchase discounts. Suggestions for itinerary service design on wine tourism are rendered.

以文找文

期刊論文
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學位論文
1.	石茱樺(2004)。消費者對休閒酒莊產品屬性偏好之研究(碩士論文)。朝陽科技大學。延伸查詢
2.	唐欣(2007)。台灣觀光酒廠體驗行銷策略之研究(碩士論文)。國立屏東科技大學。延伸查詢
3.	張凱婷(2013)。法國羅瓦河葡萄酒莊觀光體驗研究--以Ackerman酒莊為例(碩士論文)。國立臺灣師範大學。延伸查詢
4.	葉美玲(2008)。休閒酒莊遊客之生活型態、遊憩特性與遊憩體驗間關係之研究(碩士論文)。大葉大學。延伸查詢
5.	顏秀智(2014)。從文化創意觀點探討西班牙酒莊觀光行銷之應用(碩士論文)。靜宜大學。延伸查詢

圖書
1.	Henehan, B.、White, G. B.(1990)。Evaluation of wine trails in New York State。New York：New York State College。
2.	Wagner, P.、Olsen, J.、Thach, L.(2007)。Wine marketing and sales: Success strategies for a saturated market (2nd ed。San Francisco, CA：Wine Appreciation Guild。
3.	Winemakers Federation of Australia(2002)。Wine tourism strategic business plan 2003-2005--Embrace the challenge。Adelaide：Winemakers Federation of Australia。
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其他
1.	Cohen, J.，Cohen, E.，Bruwer, J.(2013)。Wine tourism preferences: Developing the wine tourism offer in the Loire Valley，http://academyofwinebusiness.com/wp-content/uploads/2013/04/Cohen-Cohen-Bruwer.pdf。
2.	Ferdman, R. A.(2014)。Who's drinking the world's Scotch whisky，http://qz.com/165628/whos-drinking-the-worlds-scotch-whisky。
3.	Gómez, M.(2010)。Increasing customer satisfaction improves tasting room sales，https://grapesandwine.cals.cornell.edu/sites/grapesandwine.cals.cornell.edu/files/shared/documents/Increasing-Customer-Satisfaction-Improve s-Tasting-Room-Sales.pdf。

圖書論文
1.	Hall, C. M.、Macionis, N.(1988)。Wine tourism in Australia and New Zealand。Tourism and recreation in rural areas。New York：Wiley。

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