越真實，越想保護？懷舊情感中介效果之驗證

Greater Authenticity, Greater Protection? Validation of the Mediating Effect of Nostalgia

襲產觀光體驗為國人旅遊時最主要從事的遊憩活動之一，然而過去卻少有研究探討老街遊客的負責任環境行為與其影響因素。本研究旨在探討知覺真實性、懷舊情感與負責任環境行為間之因果關係，及懷舊情感的中介效果。研究採問卷調查法進行，以彰化鹿港老街為研究基地，以便利抽樣法選取當地436位遊客為研究對象。研究結果顯示：遊客在鹿港老街知覺到的真實性程度越強，越會有懷舊的感覺；遊客的懷舊情感也會顯著地影響負責任環境行為；然而，知覺真實性卻沒有顯著影響負責任環境行為；此外，研究亦發現懷舊情感會完全中介知覺真實性與負責任環境行為間之關係。最後，依據研究結果提出具體建議供政府相關單位或後續研究者做為鹿港老街未來發展之參考。

Heritage tourism has been one of the most popular recreational activities among Taiwanese people. Very few studies have been devoted to understanding tourists’environmentally responsible behavior (ERB) and its determinants. Accordingly, this study examined the causal relationships among perceived authenticity, nostalgia, environmentally responsible behavior, and the mediating effect of nostalgia. A self-administered survey with the use of convenience sampling was employed to collect responses from participants who had visited Taiwan’s Lukang historical site in Changhua, yielding 436 usable questionnaires. Results showed that tourists’perceived authenticity positively affected their nostalgia, which in turn reinforced their ERB; however, tourists’perceived authenticity had no significant impact on ERB; tourists’nostalgia fully mediated the relationship between authenticity and ERB. Managerial implications and suggestions are provided for businesses, governmental units, and researchers.