文化觀光真實性、體驗價值與場所依附關係之研究-以鹿港老街為例

隨著休閒生活化、體驗經濟時代的來臨，休閒活動對人們來說越來越重要，人們從事休閒遊憩活動主要目的是為了能放鬆心情、紓解平日工作的壓力。近年來觀光產業的活絡，對過去舊有事物的保存與活化更加用心，根據中華民國交通部觀光局調查國人101年旅遊狀況，有30.1%的國人主要從事的遊憩活動為文化體驗活動。老街、歷史建築與古蹟等文化觀光越來越受遊客重視，然而在維護與活化的過程，因加入過多現代元素使老街越來越商業化，使當地觀光品質下降。因此本研究欲探討遊客在鹿港老街從事文化觀光活動時，所感受到當地的真實性、體驗價值與場所依附三者變項間之關係，同時比較不同遊客屬性之間三者是否有所不同，並針對分析結果提出建議以作為日後老街相關單位規劃管理之參考。本研究目的包括：(1)遊客在老街中感受到的真實性是否顯著影響遊客體驗價值；(2)遊客對老街的體驗價值是否顯著影響遊客對該地的場所依附程度；(3)遊客對老街感受到的真實性是否顯著影響其場所依附；(4)瞭解遊客屬性不同其真實性、體驗價值與場所依附三變項是否具有差異；(5)瞭解體驗價值對真實性與場所依附是否具中介效果。共獲得306份有效問卷，以結構方程式、t檢定及one-way ANOVA進行分析，研究結果顯示：(1)真實性顯著正向影響體驗價值(t=0.948,p<0.001)；(2)體驗價值顯著正向影響場所依附(t=2.205,p<0.05)；(3)真實性對場所依附不具顯著影響效果；(4) 遊客屬性對真實性、體驗價值及場所依附部分具顯著差異；(5)體驗價值對真實性及場所依附具完全中介效果。

關鍵字

文化觀光；真實性；體驗價值；場所依附

並列摘要

In the era of experience economy, leisure and recreational activities have become more and more important since they can help people relax minds and release stress. Recently, the government has pumped up the tourism industry; thus, it pays more efforts to reserve and rejuvenate the old characters. According to the statistics reported by the Tourism Bureau, ROC in 2012, 30.1% of Taiwan citizens engaged in cultural activities, such as visiting cultural and historic sites, exploring nostalgia imagery, visiting unique buildings, and learning traditional skills, as their recreational activities. Hence, cultural tourism (e.g., visiting old streets, historic buildings, and historic sites) has been noted by tourists. Besides engaging in recreational activities, the tourists are expected to learn about the local culture. However, during the process of preservation and rejuvenation, Lukang Old Streets has been added too many modern elements, the quality of the local tourism so frequently declines. Therefore, in the study, the researcher conducted the relationship among authenticity, experiential value, and place attachment in Lukang Old Streets when tourists visit the place; moreover, the researcher also explored if diverse tourist settings may cause different results of the relationship among the three factors, and then proposed some suggestions based on the results of the study for the relevant agencies’ reference. Therefore, the study choose Lukang Old Street as the sample to explore if (1) tourists’ perceived authenticity in Lukang Old Street may influence experiential value, (2) tourists’ experiential value in Lukang Old Street may influence place attachment, (3) tourists’ perceived authenticity in Lukang Old Street may influence place attachment, (4) diverse tourist settings may influence the relationship toward authenticity, experiential value, and place attachment, and (5) experiential value has a mediating effect on authenticity and place attachment. The study collected 306 valid questionnaires. The researchers adopted T-test, one-way ANOVA to analyze the data, and the findings of the study show that (1) authenticity has a significant positive effect on experiential value (t=0.948,p<0.001) , (2) experiential value has a significant positive effect on place attachment (t=2.205,p<0.05), (3) authenticity has no significant effect on place attachment, (4) experiential value has a mediating effect on authenticity and place attachment , and (5) diverse tourist settings have a significant positive effect on the three factors.