| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士在職專班 === 100 === The generation difference issue is gradually becoming the focus of interest in the academic and practical field. However, on review of the literature published in Taiwan, there has been no in-depth research on exploring tourist motivation from an intergenerational perspective so far. Focusing on the main consumer forces of the market, the M, X, and Y generation, this research conducted an analytical study on push and pull tourist motivations by using generations as cause variables and push and pull factors of motivation as effect variables to carry out a statistical analysis. From research results, conclusions were drawn as follows:
(I) Push factors of motivation for various generations were only partially significant. Therefore, push motivations were not necessarily important factors for consideration in driving each generation to travel.
(II) Similarly, pull factors of motivation for various generations were only partially significant. Thus, pull motivations were not dominant factors to various generations who travels around the world.
(III) The correlation between push-pull factors of motivation for each generation was either not strong or insignificant. Hence, the tourist motivation of each generation was very slightly influenced by pull motivations in that they traveled for reasons of push motivations.
(Ⅳ) The findings suggested that based on the tourist motivation of each generation, relevant tourism should prepare for the market segmentation and create suitable tourist commodities for each generation cohort.
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