Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on the Motivation and Choice Attributes of Visiting Wineries in Ningxia, China

중국 닝샤 와이너리 방문동기와 선택속성에 관한 연구

  • 이수현 (동국대학교_서울, 식품산업관리학과) ;
  • 우원석 (동국대학교_서울, 식품산업관리학과) ;
  • 황재현 (동국대학교_서울, 식품산업관리학과)
  • Received : 2023.12.14
  • Accepted : 2024.02.15
  • Published : 2024.02.29
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Abstract

This study aimed to elucidate the relationship between the selection attributes and visit motivations of Ningxia wineries and tourist satisfaction and intention to revisit. Utilizing multiple linear regression and simple linear regression models, the study quantitatively analyzed tourists' selection attributes and visit motivations for Ningxia wineries. Factor analysis categorized 12 visit motivation variables into four factors: 'Sensation', 'Educational', 'Companion-Friendly', and 'Experiential'. Additionally, 17 selection attribute variables were classified into four factors: 'Service Quality', 'Environmental', 'Facility', and 'Economic'. Through analyzing the impact of visit motivations on satisfaction and revisit intentions, we have identified the pivotal factors as 'Wine Cultural Education', 'Enhanced Companion-Friendliness', and 'Wine Cultural Experience'. In the analysis of the relationship between selection attributes and revisit intentions, crucial elements involve 'Service Quality provided by the winery"'and 'Environmental of the winery'. Conversely, key influencing revisit intentions include 'Environmental of the winery' and 'Costs and Pricing associated with winery visits'. To ensure the sustainable development of the Ningxia winery industry and promote the enduring growth of rural economies, wineries should place greater emphasis on cultivating wine cultural experiences, artisanal activities, and other project endeavors.

Keywords

References

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