부산대학교 도서관

As the challenge of tourist arrivals affects culture differences, a motive integrated culture model is becoming an effective strategy to study culture tourism. This study examines the Lewis model (2006) integrated with McClelland’s theory (1985) and culture tourism to explore the effects of motives and tourism on culture. The three motives in McClelland’s theory are achievement, affiliation, and power and the three culture types in Lewis model are linear-active type, multi-active type, and reactive type. In terms of culture, McClelland’s theory is applied to explain the rise and fall of a culture and Lewis continues to explore the culture after falling. As a result, the Lewis model comprises of one strong culture; linear-active and the other culture is divided into two parts: one is friendly; multi-active and the other is alien; re-active. This study attempts to use Structure Equation Modeling (SEM) to build a model in which the achievement motive explains the rise culture and the power motive explain the al en culture. Both of the rise culture and the alien culture affect the friendly culture. In addition, the affiliation motive that contributes to the fall culture that is related to tourists who travel for pleasure only.