为了加深对澳门文化遗产旅游者的认识，并为文化遗产旅游可持续发展献计献策，本文以问卷调查的方式研究了赴澳文化遗产旅游者的旅游动机、感知价值和目的地忠诚度。调查发现文化遗产旅游动机显著正向影响感知价值，感知价值作为中介变量包括景区价值、知识价值和社会价值三个维度，这些价值因素显著正向影响游客对目的地的忠诚度。值得注意的是，文化遗产旅游动机通过感知价值对目的地忠诚度的影响大于其直接对目的地忠诚度的影响。为此，本文提出有关澳门文化遗产旅游可持续发展的相应建议：采取有效措施了解旅游者动机并实施有效的目的地营销策略，提升价值感知因素对旅游者忠诚度的影响力，找出澳门文化遗产旅游今后努力的重点和方向，为澳门旅游业如何利用文化遗产资源、为澳门的文化旅游资源形成强大的旅游吸引力和竞争力提供借鉴，从而推动澳门旅游业多元化可持续发展。
To enhance the understanding of cultural heritage visitors to Macao and to give some suggestions for sustainable development of cultural heritage tourism，this study designed a questionnaire to understand the tourism motivation，perceived value，and destination loyalty of cultural heritage tourists to Macao. This study found out that tourism motivation positively influence perceived value，perceived value is mediator，including scenic spots value，knowledgeable value，and social value，these factors positively influence tourists’ destination loyalty. It is noticeable that the effect of tourism motivation of cultural heritage through perceived value on destination loyalty is stronger than the effect of travel motivation of cultural heritage on destination loyalty directly. Therefore，this paper proposed some suggestions for sustainable development of cultural heritage tourism：use effective measure to understand tourists’ tourism motivation and implement effective strategies of destination marketing，improve the influence of perceived value on tourists’ loyalty and find out the focus and direction of cultural heritage tourism development of Macao，this paper provided reference for Macao’s tourism that to utilize resource of cultural heritage to form a strong travel attraction and travel competitiveness，thus promote sustainable and diversified development of tourism industry in Macao.
