產業融合視角下遊客與白酒企業的關係探討——以宜賓五糧液集團為例

Visitors' relationships with a wine firm under a consideration of industrial integration: an empirical study of Wuliangye group at Yibin

酒旅遊是剛發展的產業部門，正面臨重要經濟成長議題，持續強化可持續收入能力是其中之一。本研究之目的即為透過遊客調查，探討產業融合視角下白酒企業與遊客的關係。本研究透過問卷調查取得329份有效樣本，有效樣本比率約94%。研究結果發現，遊客知覺的滿意、信任以及承諾皆顯著正向影響行為意向。最後，研究建議在發展酒文化旅遊時，政府應加強酒文化旅遊基礎設施改善；業者應致力於開發符合遊客需要的酒文化旅遊產品。 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.