| Summary: | 碩士 === 國立花蓮教育大學 === 社會發展研究所 === 98 === This study seeks to empirically evaluate the influences of the underpinnings of nostalgic intentions on the National Palace Museum. It uses factor analysis to determine which factors discriminate between visitors on the basis of nostalgic intentions and perceived values of the National Palace Museum. Note also its use of clustering analysis segments that differ from those employed by the Tourism Market of the National Palace Museum. After using discriminate analysis in its determinations as to which factors discriminate between visitors on the basis of perceived values of the National Palace Museum’s relationship quality (satisfaction and trust), and relationship consequence (loyalty and words of mouth). Finally, this study applied in the travel cost method meant to estimate the ONE-Site Poisson tourism demand and the investigated relationships between the nostalgic intentions clusters and the visit demand. Next, this work measures consumer surplus (CS) by using nostalgia intentions clusters obtained from the National Palace Museum records.
This study reached six main conclusions. Fist, the fist dimension of “Back to the Beginnings” is the more important of the factors of nostalgia. By the way, “Multi- nostalgia Cluster” is pronounced to be the more important one in the nostalgia clusters. It is the most important of the market segments. Second, the “Cultural Connotation” is the more important of the factors of perceived value. Besides, “Multi-Value Cluster” cares about cultural heritage travel that is the most important cluster in the perceived value clusters category and market segment. Third, different nostalgic intentions and perceived value in the cultural tourism cluster behavior and socio-economic background are of a significant difference. Fourth, “Quality Service” and “Perfect Facilities” are the main perceived values that influence visitor relationship quality. “Satisfaction” is the main perceived value that influences visitor relationship consequence. Fifth, On-Site Poisson model has good explanation strength and can be used in explaining evaluations recreation benefits of cultural heritage travel. Sixth, “Multi-Nostalgia Cluster” is of a higher satisfaction and economic benefits level than that of the other nostalgia intentions cluster at the National Palace Museum. Seventh, traveler joins an alliance of the Museum will have a higher satisfaction and economic benefits level than that of the other travelers’.
Keywords: Cultural tourism, Cultural Heritage, Nostalgic intentions, Perceived Value
travel behavior, market segment
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