彰化百寶村遊客懷舊情感、目的地意象與地方感之研究

近年來，文化觀光和遺產觀光的活動蔚為風潮，深受國人與外國觀光客的青睞，各地的歷史古蹟、昔日街區、探索復古鐵道等成為熱門景點。本研究主要目的在於瞭解彰化百寶村遊客之觀光行為，以問卷調查進行資料的蒐集，使用工具為「懷舊情感量表」、「目的地意象量表」、「地方感量表」，以立意抽樣選取受試樣本，共發出360份問卷得有效問卷311份，調查所得結果以相關分析以及迴歸分析等統計方法進行資料分析。主要結果為：一、懷舊情感、目的地意象和地方感之間有正相關存在；二、遊客之懷舊情感之「個人懷舊」、「歷史懷舊」均正向影響地方感；個人懷舊對於地方感之預測力高於歷史懷舊；三、目的地意象可正向預測地方感。

關鍵字

遊客；懷舊情感；目的地意象；地方感

並列摘要

In recent years, cultural tourism and historic site tourism activities have become a popular trend and attracted many Taiwanese citizens and foreign tourists. The historic sites and ancient street areas in various places, as well as the retro railway, have become popular tourism destinations. The main purpose of this study is to understand the tourism behaviors of tourists visiting Changhua souvenir center. This study performed a questionnaire survey to collect data, and the tools used included ＂scale on nostalgic emotion＂, ＂scale on destination image＂, and ＂scale on sense of place＂. This study enrolled the subjects using purposing sampling. This study distributed a total of 360 questionnaires, and 311 valid questionnaires were returned. This study analyzed the data using statistical methods, such as correlational analysis and regression analysis. The main results are: 1. there is a positive correlation among nostalgic emotion, destination image, and sense of place; 2. ＂personal nostalgia＂ and ＂historical nostalgia＂ of tourists' nostalgic emotion booth have a positive effect on sense of place; the predictive power of personal nostalgia for sense of place was higher than that of historical nostalgia; 3. destination image can positively predict sense of place.