國產酒市場困境下發展地酒觀光之效益分析──以台中開發酒莊巴士遊程為例

An Analysis of the Benefits of Developing Local Wine Tourism under the Market Dilemma of Domestic Wines: A Case Study of Taichung Winery Bus Itineraries

台灣國產製酒產業自2002年加入WTO後面臨菸酒專賣制度廢止與進口酒強勢競爭之衝擊，國產酒市佔率由早期的72%大幅萎縮至2024年的48%，產業面臨嚴峻挑戰。本研究試在探討國產酒如何藉由品酒觀光之體驗經濟突圍。本研究以台中轄區內以使用在地農產為原料之國產酒品，台中區域以外埔葡萄（葡萄酒類）、霧峰香米（清酒類）、大安芋頭（燒酎類）等地酒產地聚落，並設計開發「酒莊巴士」遊程，增加酒品營銷通路與產地體驗滿意度，並解決開車酒駕的困擾，試圖發展農業六級產業，創造國產酒體驗經濟模式。
研究方法採實地遊程試驗與問卷調查法，針對一般大眾與旅遊同業進行共四梯次遊程測試，共回收84份有效問卷。實證結果顯示，酒莊巴士遊程整體滿意度平均達4.50分以上，其中以霧峰農會酒莊之「米鄉酒韻」路線評價最高。研究發現，導覽解說與酒莊職人互動等「人」的服務因素，對提升品牌認同具關鍵影響。在經濟效益方面，本模式展現極高之商業轉換力，遊客購物佔比達88%，平均單人消費金額約1,868元，證實直面消費者（DTC）模式能有效創造高附加價值。
本研究結論指出，酒莊巴士能發揮「燈塔效應」，成功引導遊客深入產地，不僅刷新消費者對國產酒之品牌刻板印象，更顯著提升重遊意願與推薦度。建議未來產官學界應深化在地風土故事與餐酒搭配設計，並針對旅遊同業建立標準化接待流程，以建構永續之地酒觀光生態系。

Following Taiwan's accession to the World Trade Organization (WTO) in 2002, the domestic liquor industry has faced severe challenges due to the abolition of the tobacco and alcohol monopoly system and intense competition from imported spirits. Consequently, the market share of domestic liquor has plummeted from a historical high of 72% to 48% as of 2024. This study investigates how the domestic liquor industry can overcome these market challenges by leveraging the experience economy through wine tourism. Focusing on the Taichung region, this research targets local spirits produced from indigenous agricultural products: Waipu grapes (wine), Wufeng fragrant rice (sake), and Da-an taro (shochu). To address the limitations of traditional distribution channels and transportation issues related to drunk driving regulations, a ''Winery Bus'' itinerary was designed and developed. This initiative aims to advance sixth-sector industrialization in agriculture and create a viable experience economy model for domestic liquor.
The research methodology employed field trip experiments and questionnaire surveys. Four batches of tour tests were conducted targeting both the general public and travel industry professionals, yielding 84 valid responses. Empirical results indicate an overall satisfaction score of over 4.50 for the Winery Bus itinerary, with the ''Rice Village Liquor Rhyme'' route at the Wufeng Farmers' Association Winery receiving the highest ratings. The study found that interpersonal service factors—specifically guided tours and interactions with winery artisans—are critical in enhancing brand recognition. In terms of economic benefits, this model demonstrated exceptional commercial conversion power. The purchase rate among tourists reached 88%, with an average spending of approximately NT$1,868 per person, confirming that a Direct-to-Consumer (DTC) model can effectively generate high value-added revenue. The conclusion suggests that the Winery Bus exerts a ''lighthouse effect,'' successfully guiding tourists deep into production areas. This not only refreshes consumer stereotypes regarding domestic liquor brands but also significantly enhances the intention to revisit and recommend the experience. It is recommended that future collaborations between industry, government, and academia focus on deepening narratives around local terroir and food pairings, as well as establishing standardized reception protocols for the travel industry to build a sustainable local liquor tourism ecosystem.