Affected by Western food culture, food and wine pairing has gradually become the core element of dining. To add a sense of ceremony, wine and food are combined. With the expansion of market demand, wine business opportunities are increasing. In view of this, wine tasting has become a fashionable lifestyle, and a culture has gradually formed in Taiwan, and wine tasting events have also emerged accordingly. Wine tastings have been popular in Europe and America for a long time. The reason why they are widely favored is mainly to satisfy the sensory value of consumers. It is also the best place to attract wine-tasting people to taste wine and delicacies and com-municate with friends.
In this regard, how the industry can use wine tasting experience to highlight the value of activities and improve customer satisfaction and re-consumption willingness is the purpose of this research. This study explores the relationship between custom-er satisfaction and willingness to re-spend in wine tasting with the perspective of ex-perience value, and uses Google form to design questionnaires. For consumers who have participated in Taipei wine tasting, one-to-one and group questionnaires are dis-tributed through communication software. , 245 questionnaires were collected and 215 valid questionnaires were collected. The recovery rate was 88%. After collection, SPSS software was used for statistical analysis.
The research results show that different demographic variables have significant differences in the value of wine tasting experience; the three variables of experience value, customer satisfaction and re-consumption willingness all have significant cor-relations and positively significant effects. In addition, the study found that customers have the highest degree of recognition for the superiority, service attitude and fun of the wine tasting, which greatly increases their willingness to spend again. Therefore, this research puts forward the following suggestions for the management practice of wine tasting party organizers: designing personal exclusive menus to increase emo-tional value; experiencing local food culture to meet sensory value; designing theme activities to enhance social value. The above suggestions provide the industry with reference for practical operation and academic follow-up research.
