The purpose of this study is to conduct a study about the motivation of why consumer is willing to have a winery tour, the contents of winery consumers' preferences, and the lifestyles of winery consumers in Taiwan. This study administered 400 questionnaires to ten wineries, which were in well operation and facilitated by Council of Agriculture, and collected 335 valid copies (return rate is 83.75%). This study was analyzed by structural equation model. The results demonstrated the motivation model of winery consumers consists of product attraction, leisure environment, and special experience. Among these three motivations, the motivations of product attraction and leisure environment have a cause-effect relationship and presented high explanation power with the motivation of special experience. The travel preference model of winery consumers consists of activity participation, facility environment, and natural and cultural atmosphere. Among these three preferences, the preferences of facility environment, and natural and cultural atmosphere have a cause-effect relationship and presented high explanation power with the preference of activity participation. The travel lifestyle model of winery consumers demonstrated three special groups of weekend far away from ordinary living, family orientation, and enjoy living.