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題名：懷舊體驗之情緒與價值－以遺跡觀光為例
作者：陳貞吟
作者(外文)：Chen-Yin Chen
校院名稱：國立中正大學
系所名稱：企業管理所
指導教授：曾光華
學位類別：博士
出版日期：2005
主題關鍵詞：懷舊體驗；遺跡觀光；體驗行銷；消費者行為；nostalgic experience；heritage tourism；experiential marketing；consumer behavior
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近十年，遺跡觀光在全球各地成長快速，已變成重要的旅遊型態之一。一些學者認為懷舊是遺跡觀光興起的主要因素，也強調懷舊體驗對於遺跡旅客的重要性。因此，本研究以消費行為學的體驗觀點，基於旅客本身的想法與行為，探究旅客在遺跡觀光中的懷舊體驗、情緒與價值。本研究以質量並行的方式，分三階段進行：第一階段分別以兩種質性方法－方法目的鏈與引導式內省法，先行探索旅客的懷舊價值與情緒，並瞭解其影響懷舊體驗的脈絡關係，進而輔助觀念性架構與假設的建立；第二階段的量化研究則分別在十個遺跡地，包含產業與建築兩種遺跡地型態，針對711位旅客進行實地問卷調查。分析時，本研究採階層迴歸模式檢驗研究假說，並確認研究架構中的因果關係。最後，第三階段則依其檢定關係，進一步利用焦點團體解釋量化資料的結果。
研究結果顯示，旅客在遺跡觀光中產生個人與集體兩種懷舊反應，且此兩種反應都直接或間接影響旅客的懷舊情緒與價值。個人懷舊反應主要是旅客對於個人過去真實的記憶，且有一種渴望回家的感覺，因此懷舊內容大都與孩提時代的物品或影像有關，同時旅客的年齡、懷舊傾向與旅遊動機也都顯著影響個人懷舊。集體懷舊反應則是旅客對於文化、歷史或集體共通的生活經驗所產生的懷舊反應，不受性別、年齡的影響，且旅遊的最大動機在於瞭解過去歷史文化與現在為何不同，且從中享受旅遊的樂趣。此外，旅客在懷舊體驗中產生複雜的正負面情緒，但以喚醒與愉悅的正面情緒居多。尤其，產業遺跡地所喚醒的旅客情緒比起建築遺跡更偏向愉悅情緒，且進而影響旅客的存在、美感、經濟與娛樂價值。本研究也發現負面情緒同時影響體驗強度與體驗價值，因此在行銷上，善用負面情緒的效應可能更能反射過去而引發懷舊情緒，且旅客更可能對於遺跡有一種較複雜且深層的網絡連結而產生特殊偏好，使旅客能去無存菁，過濾負面資訊而留下比真實更好且快樂的記憶。
摘要(英) In the last ten years, heritage tourism has rapidly developed all over the world, and it has become one of the primary types of travel (Martin & Mason, 1992; Waters, 1994; Herbert, 1995). Some scholars emphasize the importance of nostalgic experiences to heritage tourist; the study therefore explores tourists’ nostalgic experiences, emotions, and values based on the perspective of consumer behavior.
The study was conducted through three stages using both quantitative and qualitative research. Two qualitative methods, Means-end Chain and Guided Introspection, were applied for the first stage to investigate tourists’ nostalgic values and emotions, and to understand the context of tourists’ nostalgic experience. Accordingly, a conceptual framework and hypothesis were established. The second stage involved a quantitative study. Ten heritage locations, including both industrial and architectural sites, were visited for field survey to local tourists by questionnaires. A hierarchical multiple regression was applied to examine the causal relations among variables. In the third stage, a focus group was further utilized to interpret the results of the quantitative study.
The research results showed that individual and collective nostalgia produce mixed nostalgic responses during a heritage tour. Both of them influenced tourists’ nostalgic emotions and values, either directly or indirectly. Individual nostalgia was primarily stimulated by a tourist’s memory of the past, the feeling of wanting to go back home. Therefore, most of the individual’s nostalgia was related to her/his childhood objects or images. Meanwhile, tourists’ ages, nostalgic tendency, and travel motives also significantly affected the degree of individual nostalgia. Collective nostalgia was stimulated by tourists’ shared life experience, culture, or history, regardless of their genders or ages. The motivation behind traveling was to understand the historical and cultural differences between the present and the past while enjoying the fun of travel.
In addition, the results revealed the complexity of the emotions elicited in nostalgic experience. However, positive emotions such as arousing and pleasure were more likely to be stimulated. Moreover, industrial rather than architectural heritage sites were more likely to remind tourists of pleasant emotions, and to further affect tourists’ sense of existence, sense of beauty, and economic and entertainment values. It was also found in the study that negative emotions affected both the intensity and the value of nostalgic experience. Therefore, for the implications to marketing, utilizing tourists’ negative emotions in experiencing nostalgia may be more likely to influence preferences for heritage resulting from a complex and deep network connection. Consequently, tourists could eventually keep the good and eliminate the bad, filtering out negative information and retaining those memories that are better and more joyful than reality.
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