| 摘要: | 本研究在於探討遊客參觀歷史街區之旅遊動機、真實性知覺與行為意向之關係，使用便利抽樣調查法進行問卷施測，對象為參觀剝皮寮歷史街區的遊客，回收有效問卷466份。經研究分析獲致以下結果：
一、旅遊動機題項中，遊客對「歷史街區使我想起難忘的朋友」認同度最高，其次為「許多我認識的親友有來過這裡參觀」；真實性知覺部分，則是以「歷史街區建築物的功能運作正常」認同度最高；行為意向以「下次旅遊，此歷史街區會是我第一選擇」最高。
二、旅遊動機之「文化體驗」與「增進人際互動」兩個變項對於歷史街區真實性知覺的影響程度較大且呈現顯著正相關。
三、旅遊動機之「文化體驗」、「增進人際互動」、「放鬆逃離」、「懷舊情感」與「拓展知識」對行為意向呈顯著正向影響。
四、真實性知覺之「傳統特徵」、「功能性」以及「獨特性」亦顯著正向影響行為意向。
研究發現「增進人際互動」在遊客決定是否前往剝皮寮歷史街區參觀的動機因素中，具非常顯著的相關性；在歷史街區的樣貌呈現方面，遊客則是對其「功能運作」重視程度較高。
關鍵字：歷史街區、旅遊動機、真實性知覺、行為意向
The object of this study is to discuss the correlation between travel motivation, au-thenticity perception and behavior intention for visiting historic district. The survey was conducted by questionnaires. The research samples were collected from tourists who visited Bopiliao historic district. There are 466 valid questionnaires. The results are as follows:
1. In the items of travelling motivation, the feedback of “I will think of my memorable friends by visiting this historic district.” is the commonest among all tourists. In the items of authenticity perception, “The buildings are functional in this historic district,” comes at the top of all items. In the items of behavior intention, “The historic district is my first choice for travelling next time,” has the most counts.
2. Regarding travel motivation, “cultural experience” and “interpersonal relationship” have a greater effect on the authenticity perception and a positive correlation is estab-lished.
3. In terms of travel motivation, “cultural experience”, “interpersonal relationship”, “nostalgia”, “relax and escape”, “to expand knowledge” show significant positive correlation with behavior intention.
4. For authenticity perception, a correction between “traditional symbol”, “function”, “unique” and behavior intention is observed.
In this study, “interpersonal relationship” is an important factor of travel motivation. It has a positive effect on the tourists' choice of travel site. Among aspects of the au-thenticity perception, “function” factor is valued higher by the tourists.
Key words: historic district, travel motivation, authenticity perception, behavior inten-tion |
