飲料觀光例如葡萄酒觀光、啤酒觀光等日益盛行，而以茶爲主題的觀光方式愈來愈受重視。若要了解新型態旅遊市場必須要先了解遊客的動機，旅遊動機會影響紀念品購買的行爲，本研究以茶觀光客爲對象，探討茶觀光動機與紀念品店屬性重視度之關係。本研究在木柵貓空地區進行遊客問卷調查，回收398份有效問卷。本研究將茶觀光客動機可分爲「茶主題」、「新奇體驗」及「放鬆／社交」三個因素；紀念品店屬性可分爲「銷售服務」、「商品多樣性」、「交通因素」及「促銷活動」，旅遊動機與遊客選擇紀念品店屬性的重視度有明顯正相關；將動機再分成與茶主題相關（茶主題）及與茶主題非相關（新奇體驗及社交／放鬆）因素，遊客與茶主題相關的動機愈強愈重視紀念品店的「銷售服務」，非茶相關動機愈強的遊客則愈重視紀念品店的「交通因素」、「商品多樣性」及「促銷活動」等因素。

Cultural tourism is more and more popular nowadays, and culinary tradition is one of the cultural tourism. In order to understand the new type of tourist 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 relationships between tea tourists' motivations and importance of souvenir store attributes. Personal one-to-one site survey was employed as the data-collection method. The interviews were conducted within Mucha Tea Park at three different place which including restaurant, tea culture center and kittle memorial. The consumer surveys were carried out in May, 2006. In total, 398 valid responses were surveyed. The motivations of tea tourists were divided into three parts: 'culture of tea', 'novel experience', and 'social/relax'. Store attributes were classified into four parts: 'sale service', 'product variety', 'traffic' and 'promotion'. The importance of store's attributes were significantly and positively related to tourists' motivations.