Upload
kdlsldn
View
791
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
Nostalgia in historic towns: Nostalgia in historic towns: An empirical study in LukangAn empirical study in Lukang
Presenter: Jenny Chen 陳瑩珍Instructor: Dr. Pi-Ying Teresa Hsu
January 5, 2009
1
ContentContent
2
I. Introduction
II. Literature Review
III. Methodology
3
IntroductionIntroduction
4
IntroductionIntroduction
5
IntroductionIntroduction
Real nostalgia may be both difficult to evoke and more unpredictable.
Lack of research on nostalgia towards
historic destinations limits our
knowledge and application of emotions
in historic tourism marketing and
development.
6
IntroductionIntroduction
Purpose of StudyPurpose of Study
To examine the intensity of the
emotional components of nostalgia
elicited in the atmosphere of a popular
historic town in Taiwan.
7
Future ApplicationFuture Application
Nostalgic factors can also be considered
in future promotion or marketing
strategies for Lukang or other historic
towns in Taiwan.
8
Literature ReviewLiterature Review
I. Cultural Tourism
II. Lukang
III. The Role of Mood in Tourism
IV. Nostalgia
V. Applications of Nostalgia
VI. Components and Measurement of
Nostalgia
9
Cultural TourismCultural Tourism
10
Rank ItemRelative
FrequencyRank 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 12Artistic and
cultural performance
3.63
4 Exhibition 23.91 13 Spa, sauna 3.31
5Adventure or
eco-tourism14.34 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 17Wedding or
personal studio photo shoot
1.00
9 Pub or Clubs 7.29 (Tourism Bureau, Ministry of
Transportations and Communications, Taiwan, 2007)
Cultural TourismCultural Tourism
11
Distinct benefits of historical tourism include
the potential of a clean industry and a
valuable source of income and employment.
(Orbasli, 2000)
LukangLukang
12
LukangLukang
13
LukangLukang
14
The Role of Mood in TourismThe 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)
15
Emotional measures provide a better
understanding of guests’ feelings, which in
turn improve their experience.
(Barsky and Nash, 2002)
16
The Role of Mood in TourismThe Role of Mood in Tourism
NostalgiaNostalgia
“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)
17
“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)
18
NostalgiaNostalgia
Applications of NostalgiaApplications of Nostalgia
19
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)
Historical tourism has used nostalgic
images to attract those who seek out
history for entertainment and leisure.
(Vesey and Dimanche, 2003)
20
Applications of NostalgiaApplications of Nostalgia
Components and Components and Measurement of NostalgiaMeasurement of Nostalgia
Holak and Havlena (1998) broke down
the complex affective reactions derived
from nostalgic experience into more
basic components of emotion.
21
Tsai and Hsu (2007) developed and
validated the nostalgia emotions scale
in the context of tourism.
22
Components and Components and Measurement of NostalgiaMeasurement of Nostalgia
MethodologyMethodology
23
Sampling Method convenience sampling
Participants tourists leaving Lukang
Number of participants
at least 400
Survey tool questionnaire
24
MethodologyMethodology
25
MethodologyMethodology
Questionnaire
(25 items)
leisureartistichistorica
l
stirringwarm
26
QuestionnaireQuestionnaire
Degree of Emotion
classic____ : ____ : ____ : ____ :
____ not classic
ancient____ : ____ : ____ : ____ :
____ new
sentimental
____ : ____ : ____ : ____ : ____
unsentimental
traditional____ : ____ : ____ : ____ :
____ nontraditional
history____ : ____ : ____ : ____ :
____ modern
Please place a check () on the appropriate lines in terms of the degree of the following emotions you feel after your visit to Lukang:
27
QuestionnaireQuestionnaire
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
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 :
Descriptive analysis
Cronbach’s coefficient alpha
multiple regression analysis
28
MethodologyMethodology
Thank you for your attention!
29