| Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 99 === The object of this study is to discuss the correlation between travel motivation, au-thenticity perception and behavior intention for visiting historic district. The survey was conducted by questionnaires. The research samples were collected from tourists who vi-sited Bopiliao historic district. There are 466 valid questionnaires. The results are as follows:
1. In the items of travelling motivation, the feedback of “I will think of my memorable friends by visiting this historic district.” is the commonest among all tourists. In the items of authenticity perception, “The buildings are functional in this historic dis-trict,” comes at the top of all items. In the items of behavior intention, “The historic district is my first choice for travelling next time,” has the most counts.
2. Regarding travel motivation, “cultural experience” and “interpersonal relationship” have a greater effect on the authenticity perception and a positive correlation is estab-lished.
3. In terms of travel motivation, “cultural experience”, “interpersonal relationship”, “nostalgia”, “relax and escape”, “to expand knowledge” show significant positive correlation with behavior intention.
4. For authenticity perception, a correction between “traditional symbol”, “function”, “unique” and behavior intention is observed.
In this study, “interpersonal relationship” is an important factor of travel motivation. It has a positive effect on the tourists' choice of travel site. Among aspects of the au-thenticity perception, “function” factor is valued higher by the tourists.
Key words: historic district, travel motivation, authenticity perception, behavior intention
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