| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 95 === Cultural tourism is more and more popular, and culinary tradition is one kind of cultural tourism. Although tea tourism is increasing, there is a little known about the tea tourism. In order to understanding the new type of market, it is necessary to understand the motivations of the tourists first. Tourists’ motivations would affect their preferences of souvenir purchasing. This study explores the links between tea tourists’ preferences for souvenir purchase from their motivations. The motivations of tea tourists were divided into four parts: ‘culture of tea’, ‘novel experience’, ‘satisfy physiological drive’, and ‘social/relax’. ‘Tea lover’ were the typical tea tourists who’s main motivation were ‘culture of tea’, they were knowledgeable about tea and interested in tea very much. They were more likely to buy tea and learn about tea. Store attributes were classified into four parts: ‘store image and sales’, ‘product variety’, ‘traffic’ and ‘product and promotion’. Souvenir attributes were classified into two parts: ‘unique’ and ‘practicality’. The tea tourists’ preference to store attribute were significantly and positively affected by tourist’s motivations.
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