本研究旨在探討金山老街旅遊者旅遊動機與體驗價值之相關研究，以實際至金山老街旅遊者為研究對象，採便利取樣法進行資料收集，共發放450份問卷，有效樣本404份，所得資料以描述性統計、t檢定、單因子變異數分析及皮爾森積差相關進行分析。研究結果如下: 一、金山老街旅遊者的旅遊動機之現況呈現滿意，旅遊動機以增進情誼構面最高。 二、金山老街旅遊者的體驗價值之現況呈現滿意，體驗價值以增進活動價值最高。 三、不同婚姻、學歷、職業之金山老街旅遊者在旅遊動機上有顯著差異。 四、不同年齡、學歷、職業之金山老街旅遊者在體驗價值上有顯著差異。 五、金山老街旅遊者旅遊動機與體驗價值間呈現正相關。 最後根據上述結果提出建議，提供給相關單位行銷策略組合，使業者與顧客培養長遠良好互動關係，以利老街形象建立與永續經營。 The aim of this study is to study the research on the tourism motive and experience value of tourists in Jinshan Old Street, and take the data of Jinshan Old Street walk as the object of study, and collect the 450 questionnaires and 404 valid samples, The data were analyzed by descriptive statistics, t test, single factor variance analysis and Pearson product correlation analysis. The results are as follows: 1.Jinshan Old Street tourists travel motives of the status quo show satisfaction, tourism motives to enhance the highest level of friendship. 2.Jinshan Old Street tourists experience the value of the status of satisfaction, experience the value of the activities to enhance the value of the highest. 3.Different marriages, education, occupation of Jinshan Old Street tourists in the tourism motive there are significant differences. 4.Different age, education, occupation of Jinshan Old Street tourists in the experience of the value of significant differences. 5.Jinshan Old Street tourists travel motivation and experience the value of a positive correlation. In conclusion, as the result mentioned above, to make recommendations to provide relevant units for marketing strategy portfolio, so that the industry and customers to cultivate long-term good interactive relationship, to facilitate the establishment of street image and sustainable management.
