體驗價值在鹿港老街真實性與場所依附因果關係之中介效果

Study on the Relationships between Authenticity and Place Attachment in Lukang Old Street: The Mediating Effect of Experiential Value

老街、歷史建築與古蹟等類型之文化觀光越來越受遊客重視，然而在商業化的過程中，老街的獨特生活文化被轉化成模式化與快速消費的商業空間，使當地觀光品質下降，因而失去了原有的特色。本文旨在探討遊客在鹿港老街從事文化觀光活動時，所感受到當地的真實性、體驗價值與場所依附三者變項間之關係，藉此檢驗當今的真實性感受是否仍能引發人與場所間的情感。本研究共獲得306份有效問卷，以結構方程式進行分析，結果顯示：(1)真實性顯著正向影響體驗價值；(2)體驗價值顯著正向影響場所依附；(3)真實性對場所依附不具顯著影響效果；(4)體驗價值對真實性及場所依附具完全中介效果。本研究因此也建議，唯有在維持客觀真實性的原則之下，提供更為深入的體驗活動，方能創造出遊客認同的價值，進一步聯繫人與環境之間的情感。

Under the experience economy, leisure and recreational activities are becoming increasingly important since they can help people relax their minds and release stress. To tourists around the world, engaging in recreational activities is an opportunity to learn about the local culture. However, during the process of preservation and rejuvenation, excessive modern elements that have been added to tourist destinations such as Lukang Old Street dilute the historical value of their local cultures. This study explores the relationship among authenticity, experiential value, and place attachment of Lukang Old Street. The study collected 306 valid questionnaires and used confirmatory factor analysis and structural equation modeling to analyze the data. The findings of the study show that (1) authenticity has a significant positive effect on experiential value, (2) experiential value has a significant positive effect on place attachment, (3) authenticity has no significant effect on place attachment, and (4) experiential value has a mediating effect on place attachment. This study also suggests highlighting the objective authenticity of Lukang Old Street and recommends that the government develop more experiential activities to arouse tourists’ attachment to Lukang Old Street.