老兵不死──以方法目的鏈探討老兵戰地懷舊觀光之異質性與價值內涵

Old Soldiers Never Die: Using Means–End Chain to Explore Heterogeneity and the Value of Returning Soldiers in Nostalgic Battlefield Tourism

戰地懷舊觀光近年來已成為極受歡迎的旅行選項，雖然已有懷舊旅行相關的研究，然而針對特定族群或戰地懷舊的價值追求、旅行特色與利益之間的連結仍待釐清。因此，本研究從58位返回曾服役地金門旅遊的老兵的訪談資料，利用方法目的鏈，以探索老兵懷舊旅遊的價值、利益及屬性偏好。研究發現，吸引老兵懷舊旅行的特色因素共7項、旅行結果共11項與價值追求共9種。由軍事空間、軍旅生活而喚起與懷念過去，造就難忘回憶、地方依戀、自我實現及獨一無二是最主要的結果與價值追求，而服役特徵與返金次數會影響屬性－結果－價值鏈的組成。本研究結果有助於增進對戰地懷舊觀光的特質、旅行偏好與價值追求的了解，可做為未來戰地懷舊觀光規劃的參考。

Battlefield tourism has gained much popularity. Research on nostalgia tourism, however, has yet clarified the relationships among value pursuits, travel characteristics, and benefits derived by specific target populations. This study explored the values, benefits, and attribute preferences of 58 Taiwanese Kinmen army veterans who revisited Kinmen during 2012-2019. The findings of the means-end chain method applied to the interview data revealed seven characteristics, 11 travel consequences, and nine value pursuits that attracted the veterans. The primary consequences were reminiscence, arousal, and unforgettable memory, and the key value pursuits were place attachment, self-realization, and uniqueness. Military characteristics and timing of visits influenced the relationships among attribute compositions, consequences, and values. The findings can serve as a reference for tourism planning for soldiers and their families.