本研究目的旨在了解參觀剝皮寮歷史街區的遊客行為特性，分析不同背景變項之遊客的旅遊動機、服務品質與遊客滿意度之差異情形與其相關性。
研究採問卷調查法，以參觀此街區的遊客為研究對象，並於假日施測共得有效問卷389份。問卷資料以SPSS For Windows 12.0 版進行敘述統計、獨立樣本 t檢定、單因子變異數分析、皮爾森積差相關、迴歸分析等方法探討研究。
本研究根據統計分析結果，提出對剝皮寮歷史街區經營管理之建議如次：（一）口碑行銷，創造更多觀光人潮。（二）提升遊逛精緻度，吸引高所得遊客帶動周邊商業發展。（三）創新遊逛體驗與旅遊活動型態，提高遊客重遊率。（四）擴大與旅遊業者合作，推出套裝行程。（五）提供完善軟硬體設施服務，建置舒適遊逛空間。（六）提升服務人員服務品質，提供客製化的服務內容。
關鍵字：文化觀光、剝皮寮歷史街區、旅遊動機、服務品質、遊客滿意度
The purpose of this research is to understand the behavioral characteristics of the tourists visiting Bopiliao Historic District, and to analyze the difference and relevance of travel motivation, service quality and tourist satisfaction under different background variables.
The research applied survey questionnaire, with tourists visiting Bopiliao Historic District as the target group. A total of 389 valid surveys were collected during the holidays. The information gathered in the surveys is analyzed with research methods including SPSS for Windowns 12.0 for descriptive statistics, t-test, one-way ANOVA, and Pearson’s Product-Moment Correlation.
Based on the results of the statistical analysis, we concluded the following suggestions: (1) Word-of-mouth marketing – attract more tourists. (2) Improve the quality of tourism in the district in order to attract tourists with higher income, and thus, promote the business development in the vicinity. (3) Create a brand new visiting experience and tourist activities so that the return rates of tourists may increase. (4) Expand the cooperation among travel agencies to offer tour packages. (5) Offer well-planned facilities, both the software and hardware, in order to create a comfortable space for tourists. (6) Improve service quality and offer customized service.
Key words: Cultural tourism, Bopiliao historic district, Travel motivation, Service quality, Satisfaction
