9722602陳瑩珍 Jenny
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  • 1. Nostalgia in historic towns: An empirical study in Lukang Presenter: Jenny Chen 陳瑩珍 Instructor: Dr. Pi-Ying Teresa Hsu January 5, 2009
  • 2. Content
    • I. Introduction
    • II. Literature Review
    • III. Methodology
  • 3. Introduction
  • 4. Introduction
  • 5. Introduction
    • Real nostalgia may be both difficult to evoke and more unpredictable .
  • 6.
    • Lack of research on nostalgia towards historic destinations limits our knowledge and application of emotions in historic tourism marketing and development.
    Introduction
  • 7. Purpose of Study
    • To examine the intensity of the emotional components of nostalgia elicited in the atmosphere of a popular historic town in Taiwan.
  • 8. Future Application
    • Nostalgic factors can also be considered in future promotion or marketing strategies for Lukang or other historic towns in Taiwan.
  • 9. Literature Review
    • Cultural Tourism
    • Lukang
    • The Role of Mood in Tourism
    • Nostalgia
    • Applications of Nostalgia
    • Components and Measurement of Nostalgia
  • 10. Cultural Tourism Rank Item Relative Frequency Rank Item Relative Frequency 1 Shopping 77.31 10 Karaoke 4.81 2 Night market 62.72 11 Theme park 4.45 3 Historic site 43.51 12 Artistic and cultural performance 3.63 4 Exhibition 23.91 13 Spa, sauna 3.31 5 Adventure or eco-tourism 14.34 14 Golf 2.20 6 Hot spring 13.83 15 Cultural festivals 1.64 7 Massage 11.63 16 Esthetics 1.42 8 Lake 11.05 17 Wedding or personal studio photo shoot 1.00 9 Pub or Clubs 7.29   ( Tourism Bureau, Ministry of Transportations and Communications, Taiwan, 2007)
  • 11. Cultural Tourism
    • Distinct benefits of historical tourism include the potential of a clean industry and a valuable source of income and employment.
    • (Orbasli, 2000)
  • 12. Lukang
  • 13. Lukang
  • 14. Lukang
  • 15. The Role of Mood in Tourism
    • Mood reflects how consumers feel during their visits to a destination and it can also moderate tourists ’ overall satisfaction levels.
    • (Sirakaya, Petrick, & Choi, 2004)
  • 16.
    • Emotional measures provide a better understanding of guests ’ feelings, which in turn improve their experience.
    • (Barsky and Nash, 2002)
    The Role of Mood in Tourism
  • 17. Nostalgia
    • “ A positively valenced complex feeling, emotion, or mood produced by reflection on things (objects, persons, experiences, ideas) associated with the past. ”
    • (Holak and Havlena, 1998)
  • 18.
    • “ nostalgia itself is not a preference for things, but rather a feeling or mood that may result in preferences for things that tend to produce nostalgic responses. ”
    • (Holak and Havlena, 1998)
    Nostalgia
  • 19. Applications of Nostalgia
    • Consumers are encouraged by marketers to experience nostalgic feelings through the use of nostalgic themes and images in advertising, the marketing of nostalgic products, and the utilization of consumer products to capture or create nostalgia through fantasies or memories.
    • (Havlena and Holak, 1991)
  • 20.
    • Historical tourism has used nostalgic images to attract those who seek out history for entertainment and leisure.
    • (Vesey and Dimanche, 2003)
    Applications of Nostalgia
  • 21. Components and Measurement of Nostalgia
    • Holak and Havlena (1998) broke down the complex affective reactions derived from nostalgic experience into more basic components of emotion.
  • 22.
    • Tsai and Hsu (2007) developed and validated the nostalgia emotions scale in the context of tourism.
    Components and Measurement of Nostalgia
  • 23. Methodology
  • 24. Methodology Sampling Method convenience sampling Participants tourists leaving Lukang Number of participants at least 400 Survey tool questionnaire
  • 25. Methodology Questionnaire (25 items) leisure artistic historical stirring warm
  • 26. Questionnaire Please place a check (  ) on the appropriate lines in terms of the degree of the following emotions you feel after your visit to Lukang:      Degree of Emotion classic ____ : ____ : ____ : ____ : ____ not classic ancient ____ : ____ : ____ : ____ : ____ new sentimental ____ : ____ : ____ : ____ : ____ unsentimental traditional ____ : ____ : ____ : ____ : ____ nontraditional history ____ : ____ : ____ : ____ : ____ modern
  • 27. Questionnaire 請於最適當的位置勾選一處,請依照您對於鹿港旅遊後對於此地方的感覺 :      感受程度 復古的 ____ : ____ : ____ : ____ : ____ 不復古的 古老的 ____ : ____ : ____ : ____ : ____ 新潮的 感性的 ____ : ____ : ____ : ____ : ____ 不感性的 傳統的 ____ : ____ : ____ : ____ : ____ 不傳統的 歷史的 ____ : ____ : ____ : ____ : ____ 現代的
  • 28.
    • Descriptive analysis
    • Cronbach ’ s coefficient alpha
    • multiple regression analysis
    Methodology
  • 29.
    • Thank you for your attention!