本研究旨在探討不同屬性之遊客旅遊動機、體驗價值之差異情形，以及其旅遊動機與體驗價值之相關性。以九份老街旅遊者為例，採用問卷調查方式進行，共發放500份問卷，有效問卷數為466份。所得資料以描述性統計分析、 獨立樣本t檢定、單因子變異數分析及Pearson積差相關分析其研究結果，研究結果如下所示： 一、九份老街旅遊者的旅遊動機之現況呈現滿意，旅遊動機以「知識文化動機」最高。 二、九份老街旅遊者的體驗價值之現況呈現滿意，體驗價值以「旅遊價值」最高。 三、不同年齡、婚姻狀況、職業、居住地、交通工具的受訪者在「休閒舒壓」、「知識文化動機」、「社交動機」上達顯著差異。 四、不同性別的受訪者在「服務優越性」上達顯著差異；不同居住地的受訪者在「旅遊價值」、「投資者報酬」、「體驗價值」上達顯著差異。 五、旅遊動機各層面和體驗價值各層面多數呈現正向顯著相關。 最後，根據上述結果提出建議，以供九份地區相關單位及未來研究者研究之參考。 The research focuses on the differences and the correlations of traveling motivation and travel experience value among various types of tourists. To draw example from the Jiufen Old Street, the research had conducted questionnaire approach and released a total 500 questionnaires, with receiving 466 valid ones back at the end. The materials were analyzed by descriptive statistics, Independent-Sample t Test, One way ANOVA and Pearson Product-Moment Correlation Coefficient, and the research conclusions were as following: 1.The travelers’ tour intention shows high satisfaction extremely on the motivation under cultural exploration of Jiufen Old Street. 2.The travelers’ experience survey shows high satisfaction extremely on the evaluation of visitation at Jiufen Old Street. 3.The result has shown significant differences in “Leisure relaxation”, “Cultural knowledge motivation” and “Social motivation” among respondents various from different Ages, Marital status, Occupations, urrent residences and Choices of transportation. 4.The result has shown significant differences in “Service superiority” among respondents of different genders; and the result has shown significant differences in ”Travel value”, “Rate-of-return” and “Travel experience value” among respondents of different current residence. 5.Most aspects of the traveling motivation and the travel experience value are shown positive correlation. In conclusion, as the result mentioned above, the research has offered modifications as references for the relevant authority and future academic research.
