淡水是一個充滿歷史文化的小鎮，但是它不只擁有人文景觀，自然生態、夕陽景色等也是淡水觀光吸引力的主要因素，然而，因為商業活動的擴張，現今的淡水帶給遊客的懷舊情感為何。 本研究主要目的在探討淡水地區文化觀光發展下的懷舊情感。本研究採用問卷調查與遊客深度訪談之方式，研究的對象是針對前往淡水地區觀光之遊客，使用問卷調查的方式進行資料蒐集，總計回收380份有效問卷。資料分析方法包括有描述性統計分析、單因子變異數分析、回歸分析等統計方法進行實證分析。 研究其研究結果發現，前往淡水地區觀光遊客之社經背景以20~29歲、未婚、女性、收入40,000以下、專科/大學學歷，學生族群為居多。在懷舊情感上，本研究結果顯示，多數人在淡水觀光的過程中，都會引發能夠回到以前那種簡單而且平靜的生活之心情，淡水的一些空間印象還是保留在遊客的腦海當中，這些賣童玩的雜貨店和傳統建築以及歷史文物都是遊客嚮往的地方，研究也顯示遊客在淡水旅遊所產生的一些懷舊情緒，像是快樂、平靜、輕鬆與真誠，這些也是懷舊情感的重要價值。結果也顯示懷舊情感和旅遊意象之間的相關，而對其整體的滿意度大多是有顯著的影響，而在遊客懷舊情感的訪談結果發現，新的環境和建設可能影響懷舊體驗，而重遊次數、同遊者可能影響懷舊情感，懷舊也可能受偏好的影響。希望研究結果提供相關單位及業者經營管理之建議與參考，以促進文化觀光與旅遊事業蓬勃發展。 This nostalgic emotion that studies a main purpose while inquiring into a cultural sightseeing development in Tamsui region. This research adopts the way of questionnaire and visitor's depth interview and conducted by the survey data collection go to the Tamsui region of visitor, the data collection totally recalls 380 effective questionnaires.The data analysis method includes a description statistics analysis , t-test , One-Way ANOVA, regression analysis and statistical analuysis of relevant empirical analuysis. It’s research found that: The tourists to the Tamsui area socio-economic background of young people 20~29 years old, single, female, income 40,000 following, the educational background of the specialty/university, student ethnicity is mostly.The results show high correlation between traveller's nostalgic emotion and their tourists image. The impact on the overall satisfaction is also obvious. During the interview probing into traveller's nostalgic emotions, it was found that the new environment of the place along with new contructions would affect their nostalgic experience. It was also found that the number of times going to the place and the number of people you travel with would also have some effect on the feeling accordingly. Preferential desires are also listed as one of the factors. We hope the results of our research would be of some help to relevant businesses for future management reference. We also hope it would contribute to the prosperity of our cultural tourism.
