Wine tourism has the potential to make a significant impact on rural tourism in Taiwan. The aim of this study is to examine the impact of rural winery visitors' motivation on experience associations such as emotion, trust, and loyalty. Samples were collected from 320 rural winery visitors using a systematic sample method. AMOS16 was used to conduct confirmatory factor analysis, verify the reliability and validity of measurement items to test the structural equation, and verify the proposed hypotheses. The results evidence that rural winery visitors' motivation significantly positively impacts their winery visit experience. The visitors' experience then significantly influences winery visitors' emotion, trust toward rural winery, and loyalty. Moreover, trust toward rural winery also has a significantly positive impact on loyalty. This study's contribution is the recognition of tourist motivation as a predicate variable of wine tourism experiences, as well as the relationship between wine tourism experiences, and winery trust and loyalty. Rural wineries should employ a holistic evaluation of visitors' motivation, which would enhance the strategic value of the winery visit experience. Additionally, this research proposes insights into novel visit experiences for the wine tourism industry. Winery owners benefit from this research by gaining the required knowledge to target winery experiences to the diverse range of visitors' motivations. The findings also have managerial implications for visit motivation and visit experience management in the wine tourism sector.
