自1980年代開始有了文化觀光的概念，傳統烹飪即被視為文化觀光的一種方式，這種將當地的特色餐飲與觀光連結發展為餐飲觀光已逐漸成為吸引觀光客的方式。餐飲觀光中包含了食物和飲料二大部份，例如葡萄酒觀光、啤酒觀光等，而以茶為主題的觀光方式也逐年增加中。若要了解新型態旅遊市場必須要先了解遊客的動機。動機會影響紀念品購買偏好，因此本研究以貓空地區茶觀光客為對象，探討茶觀光動機與紀念品購買偏好之關係。
前往貓空之茶觀光客動機可分為「茶文化」、「新奇體驗」、「調劑及人際」及「生理動機」；依照茶觀光客之動機可將茶觀光客分為四類：「滿足生理需求者」以年輕女性居多，大多為未婚者，以第一次到休閒茶園者居多，喝茶的頻率較低，且較不會購買紀念品；「新奇體驗者」已退休者較其他類型多，故年齡層偏高，到休閒茶園的次數也較多；「茶愛好者」學歷普遍較高，對茶有點了解且很有興趣，也比較會購買茶相關紀念品；「社交/放鬆者」老年人佔比較多，對茶有點了解及興趣，但較不會購買紀念品。購買紀念品的屬性中，商店屬性偏好可分為「商店印象及銷售人員」、「商品多元性、「交通因素」及「商品及促銷」，而紀念品屬性偏好則分為「特殊性」和「實用性」，旅遊動機與商店屬性偏好為顯著相關性，但旅遊動機與紀念品屬性偏好無顯著相關。
Cultural tourism is more and more popular, and culinary tradition is one kind of cultural tourism. Although tea tourism is increasing, there is a little known about the tea tourism. In order to understanding the new type of market, it is necessary to understand the motivations of the tourists first. Tourists’ motivations would affect their preferences of souvenir purchasing. This study explores the links between tea tourists’ preferences for souvenir purchase from their motivations. The motivations of tea tourists were divided into four parts: ‘culture of tea’, ‘novel experience’, ‘satisfy physiological drive’, and ‘social/relax’. ‘Tea lover’ were the typical tea tourists who’s main motivation were ‘culture of tea’, they were knowledgeable about tea and interested in tea very much. They were more likely to buy tea and learn about tea. Store attributes were classified into four parts: ‘store image and sales’, ‘product variety’, ‘traffic’ and ‘product and promotion’. Souvenir attributes were classified into two parts: ‘unique’ and ‘practicality’. The tea tourists’ preference to store attribute were significantly and positively affected by tourist’s motivations.
