| Summary: | 碩士 === 逢甲大學 === 土地管理所 === 95 === In the recent years, many Hakka heritage destinations in Taiwan attract a lot of domestic tourists to visit their heritage resources such as folkloric traditions, ethnic history, social customs, and cultural celebrations. Meanwhile, the promotional image of Hakka heritage destinations induces tourists to shape a romantic dream about the historical past of a destination and evokes tourists’ desires of nostalgia about that destination. The phenomenon aforementioned implies that heritage destinations own some unique cultural characteristics to form their attractions of inducing tourists to recall the romantic landscape in the past time. In addition, the more nostalgia objects what tourists care about to explore, the more tourists can be attracted.
Unfortunately, few studies focus tourists’ nostalgia images of a heritage destination. The purpose of this study is to explore whether or not the distinct dimensions of tourists’ nostalgia images exist. In this study the in-dept interview and on-site questionnaire are administered at Pei-Pu Hakka heritage destination to collect data. The results of exploratory factor analysis show that cognitive nostalgia images consist of four dimensions including ‘culture and authenticity,’ ‘romantic imagination,’ ‘against the modernization,’ and ‘represented the past.’ Conversely, affective nostalgia images comprise four dimensions which are ‘gleeful,’ ‘joyous,’ ‘agitated,’ and ‘peaceful.’ Additionally, the results of structural equation modeling confirm that overall nostalgia image is influenced by its cognitive and affective components. And, cognitive nostalgia image is related to affective nostalgia image. Furthermore, the cross-validation test shows that the proposed model of nostalgia images equally fits for Hakka and non-Hakka tourists.
In conclusion, tourists’ nostalgia images of a heritage destination indeed exist. Besides, cognitive image is a stronger predictor of overall nostalgia image than is affective image due to the fact that the formation of nostalgia images is mainly influenced by the objects of past. Finally, some practical suggestions and marketing strategies implied from this study are provided. Heritage managers should: (1) preserve the authenticity of Pei-Pu local culture; (2) create romantic atmosphere from Pei-Pu historical stories; (3) preserve the traditions of Pei-Pu and keep the daily life running; and (4) provide “exhibitions of the past time” to attract tourists to visit.
|
|---|
