本研究主要探討遊客選擇旅遊目的地之旅遊動機因素，並針對不同人口統計變數進行動機因素之分析。以屏東台灣原住民文化園區為研究範圓並實施遊客旅遊動機問卷調查，實際回收有效問卷350份（回收率70%），利用因素分析及單因子變異數分析等方法進行分析。研究結果顯示，至台灣原住民文化園區遊客旅遊動機因素可歸納為「培養自我能力」、「追求休閒調劑」、「進行人際社交」，「享受完善設施品質」等四個因素。遊客個人社經背景對旅遊動機因素有顯著差異性，如性別、年齡、教育程度、職業及收入等變數對「培養自我能力」因素有顯著差異；性別對「追求休閒調劑」因素有顯著差異；年齡、教育程度、職業和平均月收入的不同對「進行人際社交」因素有顯著差異。本研究結果期能提供業者瞭解遊客需求與其旅遊目的地選擇偏好，作為經營管理參考依據。 This study mainly aimed to investigate the motivation factors of destination choice behavior of tourists. Furthermore, demographic variables were employed to analyze the effect of differences in motivation factors among various levels of each variable. The Taiwan Aboriginal Culture Park located in Ping-Tong was chosen as the study object. A designated questionnaire on travel motivation was conducted and 350 effective samples were obtained (return rate is 70%). By using multivariate analysis methods such as factor analysis and ANOVA, the results of the study included: 1. Four travel motivation factors for tourists visiting Cultural Park are ”Cultivating personal ability”, ”Pursuing recreational relax”, ”Doing social interactions” and ”Enjoying well quality of facilities”; 2. There exist significant differences in motivation among various levels of demographic variables. For examples, variables such as gender, age, educational degree and income level, were found to have significant differences in factor of ”Cultivating personal ability”. Sex had significant effect on factor of ”Pursuing recreational relax”. Variables such as age, educational degree and income level had significant differences in Factor of ”Doing social interactions”. The results of this study could provide some insights on tourist behavior and motivation of destination choice for the related managerial references.
