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題名：以懷舊觀點應用於地方文化產業行銷之探索性研究--以臺灣地方老街為例
書刊名：運動與遊憩研究
作者：蔡明達 引用關係／許立群
作者(外文)：Tsai, Ming-ta／Hsu, Li-chun
出版日期：2009
卷期：3:3
頁次：頁47-62
主題關鍵詞：懷舊；懷舊傾向；懷舊型態；懷舊情緒；體驗價值；Nostalgia；Nostalgia proneness；Nostalgia category；Nostalgia emotion；Experiential value
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:31
  • 點閱點閱:79
應用懷舊行銷觀點推動地方文化觀光，以加強競爭力與活絡在地文化，已成爲尋求地方重新發展的新契機，亦是國內觀光發展的新趨勢。近年來社會文化的變遷，消費者對「懷舊符號消費」之需求的提升，使得具有歷史情感的或是特殊性的地方文化產業，得以提升消費者的體驗價值。本研究爲定性研究，透過深度訪談法蒐集相關資料，藉以探討消費者對懷舊傾向、型態所產生的懷舊情緒與體驗價值影響之探索，並根據訪談資料進行資料歸納分析、因素之命名以及提出命題，發現地方文化產業帶給消費者最大價值在於對體認文化根源與傳統藝術之價值，最後本研究依照研究發現，提供行銷及發展策略的建議，以作爲未來地方文化產業之業者或政府相關管理單位經營方向及行銷策略之參考。
Applying nostalgia concept in local cultural tourism industry is not only a new trend in marketing places, but also an inevitable approach to revitalize economics of small towns. By infusing value-added culture elements in domestic tourism industry, consumers are aroused by nostalgia emotions and cultural identity, and enjoy the consumption experience more sentimentally. Along with social and economic changes in Taiwan, the symbolic value of nostalgia becomes a necessary need for people who long for their good old days. This study is a qualitative exploratory study using semi-structured in-depth interviews to collect data. The major focus was to explore the relationships between consumer's nostalgia proneness, nostalgia category, aroused emotions, and experiential values in the old street tour. From the interview data, we analyzed valuable consumer's views of nostalgia experiences, and concluded several research propositions for further research directions. This research also provides suggestions of marketing strategy, as well as promotional strategies for local cultural industry's agents and government policy-makers.
期刊論文
1.Hirsch, A. R.(1992)。Nostalgia: A Neuropsychiatry Understanding。Advance in Consumer Research，19，390-395。  new window
2.Holbrook, M. B.、Schindler, R. M.(1994)。Age, Sex, and Attitude toward the Past as Predict Aesthetic Tastes for Cultural Products。Journal of Marketing Research，31，412-422。  new window
3.Holbrook, M. B.、Schindler, R. M.(1996)。Market segmentation based on age and attitude concepts, methods, and findings concerning nostalgic toward the past: influences on customer tastes。Journal o f Business Research，37(1)，27-39。  new window
4.Kim, H.(2005)。Nostalgia and Tourism。Tourism analysis，10(1)，85-88。  new window
5.Taylor, S. A.、Martin, W. B.、Victor, A. K.(1980)。Scaling Dispositions toward the Past。Environment and Behavior，12(3)，283-307。  new window
6.Fodor, Nando(1950)。Varieties of nostalgia。Psychoanalytic Review，37，25-38。  new window
7.Schindler, R. M.、Holbrook, M. B.(2003)。Nostalgia for early experience as a determinant of consumer preferences。Psychology & Marketing，20(4)，275-302。  new window
8.Nawas, M. M.、Platt, J. J.(1965)。A Future-Oriented Theory of Nostalgia。Journal of Individual Psychology，21(1)，51-57。  new window
9.Bloch, Peter H.、Sherrell, Daniel L.、Ridgway, Nancy M.(1986)。Consumer search: An extended framework。Journal of Consumer Research，13(1)，119-126。  new window
10.Holak, S. L.、Havlena, W. J.(1998)。Feeling, fantasies, and memories: An examination of the emotional components of nostalgia。Journal of Business Research，42(3)，217-226。  new window
11.Babin, Barry J.、Darden, William R.(1995)。Consumer self-regulation in a retail environment。Journal of Retailing，71(1)，47-70。  new window
12.Langrehr, F. W.(1991)。Retail Shopping Mall Semiotics and Hedonic Consumption。Advances in Consumer Research，18，428-433。  new window
13.Bagozzi, Richard P.、Gopinath, Mahesh、Nyer, Prashanth U.(1999)。The role of emotions in marketing。Journal of the Academy of Marketing Science，27(2)，184-206。  new window
14.Butler, R. N.(1963)。The life review: An interpretation of reminiscence in the aged。Psychiatry，26(1)，65-76。  new window
15.Stern, Barbara B.(1992)。Historical and personal nostalgia in advertising text: The fin de siecle effect。Journal of Advertising，21(4)，11-22。  new window
16.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
17.Baker, Stacey Menzel、Kennedy, Patricia F.(1994)。Death By Nostalgia: a Diagnosis of Context-Specific Cases。NA--Advances in Consumer Research，21(1)，169-174。  new window
18.Holbrook, Morris B.(1993)。Nostalgia and consumption preferences: Some emerging patterns of consumer tastes。Journal of Consumer Research，20(2)，245-256。  new window
19.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research，17(4)，375-384。  new window
20.曾光華、陳貞吟、張永富(20041200)。以方法目的鏈探討旅客懷舊體驗的內涵與價值。戶外遊憩研究，17(4)，43-69。new window  延伸查詢new window
21.Griffiths, Ron(1995)。Cultural strategies and new modes of urban intervention。Cities，12(4)，253-265。  new window
22.Batra, Rajeev、Ahtola, Olli T.(1991)。Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes。Marketing Letters，2(2)，159-170。  new window
23.Wakefield, Kirk L.、Baker, Julie(1998)。Excitement at the Mall: Determinants and Effects on Shopping Response。Journal of Retailing，74(4)，515-539。  new window
24.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
25.Muehling, D. D.、Sprott, D. E.(2004)。The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects。Journal of Advertising，33(3)，25-35。  new window
26.Holbrook, M. B.、Schindler, R. M.(1989)。Some Exploratory Findings on the Development of Musical Tastes。Journal of Consumer Research，16(1)，119-124。  new window
研究報告
1.Holbrook, M. B.(1990)。Nostalgic consumption: On the reliability and validity of a new nostalgia index。Columbia University Publishing。  new window
學位論文
1.吳裕勝(2005)。探索消費文化趨勢中的老街：以淡水老街為例反思文化產業未來意象(碩士論文)。淡江大學。  延伸查詢new window
2.曾威智(2006)。懷舊/非懷舊廣告在不同產品涉入下廣告效果之研究--以懷舊傾向做為干擾變數(碩士論文)。淡江大學。  延伸查詢new window
3.杜宜芳(2003)。年輕人對於懷舊與懷舊商品認知之探索(碩士論文)。國立中正大學。  延伸查詢new window
4.陳淑惠(2004)。懷舊風潮與懷舊圖像之分析與應用(碩士論文)。國立臺灣師範大學。  延伸查詢new window
5.陳微儀(2003)。《我們的未來在過去》懷舊物件意義與行銷之探索(碩士論文)。國立中正大學。  延伸查詢new window
圖書
1.袁之琪、游恆山(1997)。心理學名詞辭典。臺北：五南。  延伸查詢new window
2.林衡道、楊鴻博(2001)。餛島探源。臺北：稻田出版有限公司。  延伸查詢new window
3.行政院文建會(2004)。挑戰2008：國家重點發展計畫（2002-2007）。臺北：文化建設委員會。  延伸查詢new window
4.Campbell, C.(1987)。The romantic ethic and the spirit of modem consumerism。New York, NY：Basil Blackwell Publishers。  new window
5.Davis, F.(1979)。Yearning for yesterday。New York：Macmillan Publishers。  new window
6.Greenberg, J.、Koole, S. L.、Pyszczynski, T.(2004)。Handbook of Experimental Existential Psychology。New York：Guilford Publishers。  new window
7.Lowenthal, D.、Prince, H. C.(1985)。Transcendental experience, Experience the environment。New York：Plenum Publishers。  new window
8.Williams, P.、Soutar, G. N.(2000)。Dimensions of customer value and the tourism experience: an exploratory study。Queensland：ANZMAC 2000 Publishing。  new window
9.Coccossis, H.、Nijkamp, P.(1995)。Planning for our Cultural Heritage。Ashgate Publishing。  new window
10.Jackson, Stanley W.(1986)。Melancholia and Depression: From Hippocratic Times to Modern Times。New Haven：Yale UP。  new window
11.Usunier, Jean-Claude(1996)。Marketing Across Cultures。New York, NY：Prentice Hall。  new window
12.McCracken, Grant(1988)。Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities。Bloomington, IN：Indiana University Press。  new window
13.Abbas, Ackbar(1977)。Hong Kong: Culture and the Politics of Disappearance。Minneapolis, MN：University of Minnesota Press。  new window
14.Albrecht, Karl(1992)。The Only Thing That Matters。New York：Harper Collins Publishers。  new window
15.Peter, J. P.、Olson, J. C.(1999)。Consumer behavior and marketing strategy。Boston：McGraw-Hill。  new window
16.Schwartz, I. E.(1996)。Webonomics: Nine Essential Principles for Growing Your Business on the World Wide Web。N.Y.：McGraw-Hill Publishers。  new window
17.Taylor, Steven J.、Bogdan, Robert(1984)。Introduction to qualitative research methods: The search for meanings。John Wiley and Sons。  new window
18.Csikszentmihalyi, Mihaly、Halton, Eugene(1981)。The Meaning of Things: Domestic Symbols and the self。Cambridge University Press。  new window
其他
1.Havlena, W. J.，Holak, S. L.(1997)。Nostalgia and nostalgia proneness: Classification and measurement，http://www.library.csi.cuny.edu/dept/business/holak.htm。  new window
2.Holtorf, C.(2003)。University of Toronto，http://citd.scar.utoronto.ca/CITDPress/holtorf/6.9.html。  new window
圖書論文
1.Harvey, D.(1989)。The work of art in an age of electronic reproduction and image banks。The condition of postmodernity。U.K.：Basil Blacwel Publishers。  new window
2.Holak, S. L.、Havlena, W. J.(1991)。The Good Old Days: Observations on Nostalgia and It's Role in Consumer Behavior。Advances in Consumer Research。Provo：Association for Consumer Research。  new window
3.Marchegiani, C. A.、Ian, P.(2005)。A study of nostalgic appeals: A research proposal。Marketing Insights。Curtin University of Technology Publishing。  new window
4.Grossberg, L.(2005)。Identity and cultural studies: Is that all there is?。Questions of cultural identity。London：Sage Publications Publishers。  new window
5.Holbrook, M. B.(1999)。Introduction to consumer value。Consumer Value: A Framework for Analysis and Research。New York, NY：London：Prentice Hall：Routledge。  new window
6.Hobsbawm, Eric J.(1983)。[The Invention of Tradition] Introduction。The Invention of Tradition。Cambridge：Cambridge University Press。  new window
 
 
 
 
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