本研究以計劃行為理論為基礎，探討遊客的態度、主觀規範、知覺行為控制、實際行為對參訪文創園區行為意圖之關係。以華山1914文化創意園區的遊客為對象，並進行問卷調查，共回收有效問卷307份，應用描述性統計分析、探索性因素分析、信度分析、獨立樣本t檢定、變異數分析、皮爾森相關性分析、迴歸分析等方法論，研究結果發現：1.行為態度對參訪文創園區行為意圖有正向的影響；2.主觀規範對參訪文創園區行為意圖效果不顯著；3.知覺行為控制對參訪文創園區行為意圖有正向的影響；4.參訪文創園區的行為意圖對實際行為有正向的影響。 This study has explored the relationships among the tourists' attitudes, subjective norms, perceived behavioral control, actual behavior, and the behavioral intention to visiting cultural and Creative Park based on the theory of planned behavior. The study objects were tourists who visited Huashan1914 Creative Park. We conducted a questionnaire survey and retrieved 307 valid questionnaires. Methodologies of descriptive Statistics, exploratory factor analysis, reliability analysis, independent sample t-test, one-way ANOVA, Pearson's correlation coefficient, and multiple regression analysis were applied. The results of the study indicated that 1. Behavior and attitude have a positive impact on the behavioral intention of visiting Cultural and Creative Park. 2. Subjective norms have no obvious impact on the behavioral intention of visiting Cultural and Creative Park. 3. Perceived behavioral control have a positive impact on the behavioral intention of visiting Cultural and Creative Park. 4. The behavioral intention of visiting Cultural and Creative Park have a positive impact on the actual behavior.
