操弄懷舊情愫真能為旅遊產品增值？

本研究以601位出生於嬰兒潮世代的女性消費者為研究對象，採2（市價：合理／誇張）x2（促銷價：高度／低度）x2（懷舊訴求：高度／低度）之組間實驗設計，並透過LISREL來進行分析。研究結果發現，價格標示（市價／促銷價）會正向影響消費者的內部參考價格；再者，懷舊訴求會正向影響消費者的內部參考價格，而相依我於二者間具有中介效果；其次，消費者的內部參考價格會負向影響知覺獲得價值；最後，懷舊訴求的效果會正向影響消費者的知覺獲得價值，而相依我於二者間具有中介效果。本研究結果有助於釐清襲產觀光旅遊產品、懷舊訴求、價格標示、內部參考價格、知覺獲得價值與相依我諸變數之間的關係，並為實務界帶來豐富的行銷意涵。

關鍵字

襲產觀光；懷舊訴求；價格標示；相依我

並列摘要

The experimental design employed two choices each for market price (rational and overstated), price discount (high and low), and nostalgic appeal (rational and overstated) and analyzed differences arising between them. The research population consisted of 601 female baby-boomer consumers, and collected data were analyzed using LISREL, yielding the following results. First, price labeling (for market price and promotional price) positively influences consumers' internal reference price. Second, nostalgic appeal positively influences consumers' internal reference price, while interdependent self-construal acts as a mediator between these two variables. Third, consumers' internal reference price negatively influences perceived acquisition value. Fourth, nostalgic appeal positively influences consumers' perceived acquisition value, while interdependent self-construal acts as a mediator between these two variables. This study helps clarify the relationships governing heritage tourism, nostalgic appeal, price labeling, internal reference price, perceived acquisition value, and interdependent self-construal. This study also holds rich implications for marketing practitioners.

並列關鍵字

Heritage tourism ； Nostalgia ； Price labeling ； Interdependent self-construal

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