本研究目的在探討遊客旅遊動機、旅遊需求與行為意向之差異分析，以北港遊客為研究對象，採便利抽樣方式進行，共發出500份問卷，得到有效問卷417份，以描述性統計、因素分析、獨立樣本t檢定、單因子變異數分析進行統計分析，研究結果發現：1.遊客主要旅遊動機為「品嚐當地美食小吃」；主要旅遊需求為「舒適方便的用餐地點」；主要行為意向為「會再次光臨北港旅遊」。2.不同性別、年齡、學歷、職業及居住地遊客在旅遊動機達顯著差異。3.不同年齡、婚姻、學歷、職業及居住地遊客在旅遊需求達顯著差異。4.不同居住地遊客在行為意象達顯著差異。根據分析結果，本研究不僅對主管單位提出建議，亦對後續研究者提供後續研究方向。

The objective of this paper is to explore tourists' motivation, tourists' expectation and intention to revisit. The subjects of this research were the tourists who ever visited at Pei-Kang. The convenience sampling method was conducted in which a total of 500 questionnaires were issued and 417 valid questionnaires were obtained. By using descriptive statistics, item analysis, factor analysis, t-test and one-way ANOVA analysis to analyze the data and perform hypotheses testing. The findings of this paper are as follows: 1. Tourists' motivation and expectation from the destination are; to have a specialty snack and get a good service and right restaurant there. Tourists' intention to revisit Pei-Kang is specifically significant. 2. Tourists with different gender, age, education level, occupation and place of residence are significant difference in tourists' motivation. 3. Tourists with different age, marital status, education level, occupation and place of residence are significant difference in tourists' expectation to the destination. 4. Tourists with different place of residence are significant difference in the intention to revisit.