A Study on the Motivation of Tourists' Winery Travel in Taiwan -samples from Wine Farmsteads which subsidized by government

[[abstract]]This research is mainly to regard EKB(Engel-Kollat-Blackwell Model ) as the main theoretical foundation, to investigate about visitor of recreational wine farmstead in travel motivation, search for information, evaluation of alternatives, travel behavior and demographic variables.In the part of questionnaire investigation, the target is visitors with power to make decision over 18, and retrieve 210 questionnaires altogether. Analyse with the Factor analysis, One-way ANOVA, and Pearson?s correlation analysis to measures. In the part of interview in addition, in order to visit dating with the Shan-An recreational wine farmstead and tangerine garden fort recreational wine farmstead, understand relevant problem in interview way one by one, and thought the investigation, the result of study: 1.The mainly travel mativation of visitors are " interpersonal relationship and to expand knowledge ", "interest and hobby", "to relax stress", and "to add family's feelings".Before to go to wine village, visitors will be search something about wines village through public medium, and assess criterion is ?convenient traffic and abundant resources?, ?the natural environment and characteristic of wine village?,?far away from crowds?,?travels with the group? and ?the pluralism of the products?. 2.The most of visitors come to recreational wine farmstead are to relax stress, and before the journey will search something about wine village through public medium, in addition most assessment criterion lie in the natural environment of this wine village and characteristics. 3.The visitors whose interpersonal relationships, family feelings of motivation to wine village travel; there is very difference from man and woman. Among different age levels or visitors of the education degree in addition, are very different t in tourist motive. 4.There are positive correlation among education degree, interest and hobby, family feelings. 5.Final, in the part of interview, the result is that interviewees all think that it is since characteristic that what the recreational wine farmstead of Taiwan needs most urgently at present strengthens one's own making wine technology and develops the wine village finally