遊客客家襲產旅遊區懷舊意象與重遊行為意圖之研究－以新竹北埔為例

本研究的目的為探索遊客對客家襲產旅遊區懷舊意象的內涵，並進一步了解認知與情感懷舊意象與重遊意圖的關係。透過自填式結構問卷量化北埔襲產旅遊區的懷舊意象，研究結果顯示，遊客的認知懷舊意象包括「真實展現」與「念舊懷想」兩個構面；情感性懷舊意象則包括「自豪感恩」、「和善親近」、「歡喜愉悅」與「舒暢解脫」四個構面；分析結果進一步呈現，認知懷舊意象對北埔客家襲產旅遊區重遊意圖影響較大，且藉由情感性懷舊意象來影響重遊意圖，上述研究成果暗示遊客對實質物件或有形襲產的認知是引發重遊襲產旅遊區的誘因，突顯管理單位對襲產旅遊區中文化展示規劃的重要性。

關鍵字

認知懷舊意象；情感懷舊意象；重遊行為意圖；客家文化

並列摘要

The purpose of this study is to explore the connotations of tourists' nostalgia images of a Hakka heritage destination and to further understand the relationship between the connotations of nostalgia images and revisit intention. In this study on-site self-administered structured questionnaires are administered to collect tourists' data at Pei-Pu Hakka heritage destination. The results show that cognitive nostalgia images consist of two dimensions labeling with authentic representation and nostalgy imagination. In addition, affective nostalgia images comprise four dimensions which are proud, friendly, joyful, and relieved. The analysis results further show that cognitive nostalgia image has a greater influence on tourist's revisit intention than does affective nostalgia image and has an impact on affective nostalgia image. The findings imply that tourist's perception of physical or tangible heritage objects is an incentive to revisit a heritage destination, highlighting the importance of management authorities' planning for cultural representations of a heritage destination.