Exploring Tourists’Differences within Perception, Motivation, and Behavior in Cultural Tourism

Cultural tourism is one of the most popular types of tourism nowadays; however, the mass tourism travel behavior can easily be seen in many cultural attractions. The main purposes of this study were to explore: 1) What are the tourists’ motivations while traveling in Anping area. 2) Would the tourists’ behavior in Anping area act with in-depth and learning behavior. 3) Exploring tourists’ perception differences in Anping area. 4) Exploring different tourists’behavior within different cultural involvement groups. This study applied the convenience sampling to collect 295 valid questionnaires. The results showed: 1) Tourists’ motivations in Anping area tended to like mass tourism motivations. 2) Most tourists’ information searching, visiting, and consuming behaviors in Anping area acted like mass tourism travel type. 3) Anping area’s main cultural concept could not be properly delivered to the tourists. 4) Information searching, tourist guide, and cultural related products consuming were less used by high involvement cultural tourists. This study suggested the government should enhance the cultural elements, the historic story, the design of cultural related products and the planning of whole environment. Moreover, the improvement of self-guide system, the training of commentator, and the promotion of the usage of guiding system were still need to be done. Finally, this study suggested the Tourism Bureau should develop a guiding book to encourage and guide the tourists how to enjoy/explore the true culture of each attractions. Moreover, the proper behavior and perception in cultural attractions should also be educated in future education system or promotion activities. To let tourists know the proper perception, behavior, manner and rules in cultural tourism will enhance the future development of cultural tourism in Taiwan.Keywords：Tourism Motivation, Tourism Behavior, Cultural Tourism Perception.