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

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ContentContent

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I. Introduction

II. Literature Review

III. Methodology

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IntroductionIntroduction

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IntroductionIntroduction

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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.

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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.

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Future ApplicationFuture Application

Nostalgic factors can also be considered

in future promotion or marketing

strategies for Lukang or other historic

towns in Taiwan.

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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

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Cultural TourismCultural Tourism

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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

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Distinct benefits of historical tourism include

the potential of a clean industry and a

valuable source of income and employment.

(Orbasli, 2000)

LukangLukang

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LukangLukang

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LukangLukang

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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)

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Emotional measures provide a better

understanding of guests’ feelings, which in

turn improve their experience.

(Barsky and Nash, 2002)

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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)

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“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)

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NostalgiaNostalgia

Applications of NostalgiaApplications of Nostalgia

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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)

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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.

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Tsai and Hsu (2007) developed and

validated the nostalgia emotions scale

in the context of tourism.

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Components and Components and Measurement of NostalgiaMeasurement of Nostalgia

MethodologyMethodology

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Sampling Method convenience sampling

Participants tourists leaving Lukang

Number of participants

at least 400

Survey tool questionnaire

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MethodologyMethodology

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MethodologyMethodology

Questionnaire

(25 items)

leisureartistichistorica

l

stirringwarm

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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:

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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

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MethodologyMethodology

Thank you for your attention!

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