本研究目的為探討遊客在旅遊中購買禮品給他人時，遊客的送禮動機與產品種類、產品屬性、商店屬性間之相關性，並據以建立四者之間的關係模式。本研究以問卷調查進行資料收集，共獲得413 份有效問卷，使用驗證性因素分析與結構方程式之路徑分析驗證假設。研究結果發現，各構面中，送禮動機的影響因子中，最高的是「利他」；產品種類的因子中，以「象徵當地的產品」影響最大；產品屬性的影響因子中，以「審美」為影響最高；在商店屬性的因子中，則是以「價格及選擇性」影響最大。送禮動機會顯著正向影響其購買的產品種類，產品屬性與商店屬性。也就是說，在旅客在旅遊中購買禮品時，因為送禮動機，會影響旅行中購買的產品種類、產品屬性及商店屬性。研究結果顯示出旅客的送禮動機的需求，提供旅客適當的產品種類與產品屬性，並且注意到旅客購買禮品時的商店屬性，以提供更好的旅遊服務品質。

Gift gifting is an important concept in the traditional Taiwan culture. The purposes of this study was to analyze what gifts giving motivations influence the types of product categories, product attributes, and attributes of the store where the gifts are purchased in travel, and according to the relationship established between the four variables. Four hundred and thirteen valid samples were attained. Confirmatory factor analysis (CFA) and the path analysis (PA) of structural equation modeling (SEM) were adopted to test the hypotheses. The results are following: (1)Gift giving motivation has a positive influence on product category, product attribute, and store attribute. (2)The gift giving motivation contains altruistic, love and friendship in the model. Marketing and retailers should be cognizant of tourists’ gift giving motivations and provide multiple products that has appealing attributes in an appealing store environment based on these motivations.