蜜月旅行具有的特殊意義與高度期待有別於一般旅遊。本研究以方法目的鏈理論，並利用開放式問卷，對30位團體旅遊與30位個別旅遊之蜜月者進行一對一階梯式深度訪談。藉由方法與目的之連結架構，逐步導引由低層外部至高層內部、具體顯性至抽象隱性，並依據屬性、結果及價值之定義歸納出蜜月旅行的最終目的及其價值階層圖。以瞭解蜜月者選擇行為之連結選擇行為之方向性、要素多寡、強弱程度、聚焦範圍、主要焦點、最高價值及整體連結特性。研究結果發現：蜜月屬性以地點與價格預算為多數者考慮的要素；主要蜜月結果為輕鬆休閒與選擇地點；幸福浪漫與難忘回憶為蜜月者追求的主要價值目標。此外，本研究並發現：1.團體旅遊者喜歡單國之旅，個別旅遊者要定點休閒，兩者都為達到輕鬆休閒的目的；2.女性以追求幸福浪漫為主要價值目標，男性則重視難忘回憶；3.決定到何處度蜜月以女性意見為主，男性則在價格預算有支配權。

Honeymoon has a special significance and high expectations are different from ordinary tourism. In this study, Means-End Chain theory and the use of open-ended questionnaire, the 30 group tourism and 30 individual tourism by a one-to-one in-depth laddering interviews honeymoon , through means and end of the link structure, step by step guide from the lower deck dominant external concrete to the abstract hidden top-level internal and, based on Attributes. Consequences and Value, results and summarize the definition of the value of the ultimate goal of honeymoons and Hierarchical Value Map (HVM). In order to understand the link honeymoon chose the direction and how many, how strong, specificity, main focus, top links and the overall link characteristics. The results showed that the place and price of property to the budget for the being romantic and unforgettable honeymoon memories as the main value of the pursuit of goals. In addition, the study found that one. Groups of tourists like single-country tour, individual leisure travelers to be fixed, both to meet at leisure purposes; 2.Female romantic pursuit of happiness as the main value targets, while male focus forgotten memories; 3. Female decide honeymoon destination, male dominate on the budget.