襲產觀光遊客環境負責任行為前置變數之研究：以真實性、懷舊情感與場所依戀觀點探討之

Antecedents of Environmentally Responsible Behavior in Heritage Tourism: From the Viewpoints of Authenticity Perception, Nostalgia Emotion, and Place Attachment

襲產觀光已成為現今大眾喜愛的觀光類型之一，增進遊客的環境負責任行為有助於旅遊地發展的永續性，然而過去研究對於襲產觀光中遊客環境負責任行為形成因素的了解相當有限。本研究目的為探討襲產觀光中遊客的真實性知覺、懷舊情感、場所依戀與環境負責任行為之關係。選擇具有日治時期之巴洛克式風格老街作為調查地點，共回收有效問卷332份。研究結果顯示，襲產觀光遊客的真實性知覺影響懷舊情感與場所依戀；懷舊情感影響場所依戀；場所依戀影響環境負責任行為，且場所依戀是形成遊客環境負責任行為的主因，即遊客對旅遊地的依賴與認同最能促使遊客愛護當地的環境行為。據此，建議襲產旅遊地的經營者可參考研究結果研擬適當有效的環境保護策略。

Heritage tourism has become a popular type of tourism in recent years. Promulgating environmentally responsible behavior among tourists significantly benefits the sustainable development of tourism destinations. However, previous research has paid little attention to understanding the antecedent of tourists’ environmentally responsible behavior in the context of heritage tourism. Consequently, the purpose of this study is to explore the relationships among tourists’ authenticity perception, nostalgia emotion, place attachment, and environmentally responsible behavior. Self-administered questionnaires were distributed in three Baroque-style old streets representative of the Japanese colonial period, selected respectively from Northern, Central, and Southern Taiwan, of which 332 valid questionnaires were returned. Data analysis indicates that the authenticity perception of tourists in heritage tourism has positive effects on nostalgia emotion and place attachment, nostalgia emotion has a positive effect on place attachment, and place attachment has a positive effect on environmentally responsible behavior. This finding suggests that place attachment serves as the major catalyst for the development of tourists’ environmentally responsible behavior. Therefore, tourists’ attachment to and identification with heritage destinations most inspires their behaviors in protecting the environment. Accordingly, the managers of heritage destinations could take the results of this study into consideration when establishing strategies that are effective to protecting environments under their care.