長期以來，全球酒產業持續成長，促使酒品觀光(wine tourism)開始受到學者及政府組織所重視。而台灣農業在 2003 年加入WTO對於社會經濟的貢獻明顯的減少。為此行政院農委會鼓勵農民組織積極投入發展農村酒莊，將酒品結合觀光發展成有潛力的精緻農業。
Wine is a source of inspiration for Chinese literati, the so-called "wine wine song, how life?" "Introduced pot to drink, Ting court to Yi Yan" "wine into the sad, seven into the moonlight, the remaining three points Xiao Cheng Jian Gas ", it can not only express their feelings can also demonstrate personality and taste, we can see the importance of wine.
For a long time, the global wine industry continues to grow, prompting wine tourism to begin to gain attention of scholars and government organizations. Taiwan's accession to WTO in 2003 significantly reduced its contribution to the social economy. To this end, the Executive Yuan Council of Agriculture encourages farmers organizations to actively invest in the development of rural winery, wine and sightseeing will be developed into potential fine agriculture.
In this study, the tourism market in Taiwan with motivation for tourists, with knowledge of wine knowledge and population and other different factors for market segmentation, and consumer awareness and demand for wine, whiskey leisure winery to provide planning and development reference.
Winery visitors can be divided into "rural winery experience type", "pursuit of rural wine experience", "pursuit of origin characteristic" and "other factors attract" four types, and the four tourists Gender, educational attainment, interest in alcohol-related knowledge, and motivation.
The analysis of this study can be summarized as follows, to provide leisure and tourism wine estate planning and development for reference: 1. Industry tour arrangements. 2. Theme Park Introduction. 3. Agricultural sightseeing cooperation. 4. Facilities entertainment added. Park landscape design. Fun activities recommended. 7. Culture and education learning.