台南市有「文化古都之稱」，台南市政府的文化建設政策中，已進行六大文化園區規劃，並期為利用文化資源來推廣城市觀光以提升城市競爭力。觀光客的旅遊動機因素是否全然是對文化資產價值認知而來，古蹟資產參訪的觀光客不如預期等問題。 本研究主要是針對孔廟文化園區、赤崁文化園區、安平文化園區等三大文化園區之古蹟主體進行調查。使用的分析方法包括：描述性統計、ANOVA分析、IPA重要表現程度分析法以及多元迴歸分析法等。本研究旨在探討觀光客對古蹟資產價值認知之研究，從旅遊動機、對古蹟重視度和滿意度，進而探討觀光對古蹟資產帶來的正負面衝擊。 分析結果發現：1.藉由IPA分析各資產構面，孔廟文化園區之重要表現程度為繼續保持；赤崁文化園區及安平文化園區之重要表現程度為加強改善之重點。2.文化資產重視度因素構面，經IPA分析得知，「展示規劃功能」、「拉進文化差異」、「與當地連結」等三個因素構面，為需加強改善得重點。3.觀光客對於古蹟資產重視度高於整體滿意度。4.旅遊動機「增進文化涵養」、「文化活動吸引力」、「地方特色吸引力」與「好奇心驅力」等四個因素構面，對價值認知具有影響性。 The historical monuments in Tainan City have earned it the reputation of an “ancient cultural city”. The Tainan City Government has been planning for its six major culture parks under the cultural development policies in the hope of promoting this city’s competitiveness through city tourism promotion utilizing its cultural resources while facing many issues such as the question regarding whether the factor that motivates tourists to visit this city can be completely contributed by their recognition of the value of cultural properties as well as the lower amount of tourists visiting the historical attractions than anticipated. This study investigates on the historical monuments in the three major culture parks of Confucius Temple Culture Park, Fort Provincial Culture Park, and Anping Culture Park, with various analysis approaches including descriptive statistics, ANOVA analysis, importance-performance analysis (IPA), and multiple regression analysis. The purpose of this study is to discuss the tourists’ recognition of historical monuments and cultural properties from the three phases of travel motivation, and importance levels of, and satisfaction with historical attractions, and to further investigate the positive and negative tourism impacts on historical monuments and cultural properties. The findings of the analysis indicate that: 1. by analyzing the dimensions of each cultural property, the importance-performance of Confucius Temple Culture Park remains at average level while the importance-performance of Fort Provincial Culture Park and Anping Culture Park requires improvement; 2. as for the factor constructs regarding the importance levels of cultural properties, the three factor constructs of “functions of exhibition and planning”, “cultural assimilation” and “connection with the local resources” need to be strongly improved through the IPA analysis; 3. tourists' respect for historical monuments is generally higher than the overall satisfaction; 4. The four factor constructs of travel motivation, namely “culture cultivation”, “attractiveness of cultural festivals”, “attractiveness of local characteristics” and “curiosity＂ have a significant influence on value recognition.
