近年文化觀光盛行，北埔傳統聚落成為追求文化體驗遊客的新據點；本研究從「環境心理學」與「消費者行為學」觀點出發，探討遊客所重視之遊憩屬性與其對於北埔傳統聚落產生之場所依戀關係，進而冀望對未來之北埔傳統聚落遊憩發展定位有所助益。 為了探討北埔傳統聚落遊客所重視之文化觀光區遊憩屬性構面，以及對於北埔傳統聚落場所之依戀程度之間多個等距尺度變項之複雜關係，本研究針對場所依戀與文化觀光區遊憩屬性進行典型相關分析，研究結果顯示遊客所最重視之遊憩屬性為環境所塑造之環境氛圍；造成北埔傳統聚落場所依戀之原因則呈現出旅遊地點所提供的遊憩活動較強，而聚落空間較不被受重視。典型相關分析發現，文化遊憩屬性中文化特色構面與場所依戀中的場所依賴構面呈現較高的相關，北埔傳統聚落景觀的質變因素導因於現有觀光發展大都是以實質的商品販售為主軸，如飲茶、擂茶、柿餅等，而體驗消費之方式如民宿、深度解說較為缺乏。本研究亦提出相關觀光發展與保存聚落景觀之建議：1. 旅遊發展應從真實性的空間體驗來描述北埔特殊客家文化的歷史傳承，以商品化的文化產物消費來保存即將消逝的北埔客家文化；2. 政府相關管理單位應強化導覽的軟硬體，加強對遊客對於北埔傳統聚落深層的認識；3. 培訓居民為導覽員，介紹北埔傳統聚落。

Cultural tourism is popular nowadays. The traditional village of Pei-po had recently become a spot for tourists who enjoy cultual experiences. This research starts from the concept of environmental psychology and customer psychology, and explores the relationship of "cultural recreation attributes" and "place attachment" in Pei-po. The paper analyzes place attachment and cultural recreaction attributes in "canonical correlation analysis", and the results show that tourists who focus on recreation value an experience of Pei-po's traditions, rather than experiencing its environmental value. This paper affirms that changing traditionsl village of Pei-po is that nowadays tourism industries mainly develop "commondity ocnsuption", rather than "cultural experience consumption". Some recommendations are also addressed about tourism development and traditional village conservation: 1. decribe the special Hakka history by experiencing real space; to conserve the eroding Hakka history as a cultural commodity. 2. Avoid adminstration focus more on guided facilities which let tourists know more Pei-po's traditions. 3. Advise the citizens in Pei-po become gudies, telling tourists more history about the traditions. Finally it is hoped that this research might help future planning and design of Pei-po.