標誌和索引道地性與懷舊情感關係之探討

Abstract

懷舊情感在過去討論主要集中於歷史與文化相關環境與物件研究，特別是在襲產旅遊環境下，道地性使文化或歷史相關地點和物件保持與過去的連結，人們可以通過這些地點和物件，懷念主觀認為且非客觀真實的過去樣貌。而近年來，現代化與商品化影響旅遊景點的道地性，感知景點相關對象的道地性變得複雜，需要更有效理解人們如何解讀對象的道地性，因此本研究使用Grayson與 Martinec (2004)區分感知對象的過程，分為與物理表徵有關的標誌道地性，以及資訊相關索引道地性，探討兩者道地性與懷舊情感的關係。 回顧過去歷史和文化有關的地點研究，都證實感知道地性正向影響懷舊情感，然而在測量面向關注於外觀標誌性的評估，且多數採用現地調查法，影響因子的控制和操作條件相對有限；雖有實證研究區分標誌和索引道地性討論懷舊情感的觸發機制，但仍注重視覺外觀的線索，顯示現有研究未完全檢視索引道地性對懷舊情感的影響力；此外經由過去學者觀察，感知標誌或索引道地性其一就可能觸發懷舊情感，不過也有研究認為標誌和索引道地性存在先後關係，表示目前標誌和索引道地性與懷舊情感關係還沒有定論。 本論文藉由兩個研究釐清標誌和索引道地性與懷舊情感的關係。研究一同時操作標誌線索與索引線索，初步瞭解視覺景觀環境標誌和索引道地性與懷舊情感的關係。研究二則以實際景點為例，使用沉浸式虛擬實境(IVR)和兩項照片評估與現地調查方法，檢視原始位置資訊作為索引線索，對標誌和索引道地性與懷舊情感的影響，以及確認標誌和索引道地性與懷舊情感的關係。 研究一結果證實，索引道地性完全中介標誌道地性對懷舊情感的影響，標誌道地性正向影響索引道地性，索引道地性正向影響懷舊情感，結果符合過去研究認為標誌和索引道地性存在先後影響關係。研究二進一步以實際經搬遷的旅遊景點操作景點原始位置資訊結果指出，獲得景點不在原始位置資訊者，索引道地性較未獲得資訊者低，印證人們更為重視實際指向原始景點的道地性，與支持過去研究感知對象與原始對象位置較遠時，感知道地性較低的結果；研究也發現，使用IVR和兩項照片評估及現地調查結果，在標誌和索引道地性與懷舊情感關係都有所不同，只有現地調查結果與部分過去研究結果較為相符，本研究現地調查結果為：索引道地性完全中介標誌道地性的古厝看起來老舊對間接懷舊情感的影響，索引道地性也完全中介標誌道地性的看起來與古厝印象相符對間接懷舊情感的影響，以及標誌道地性的古厝看起來老舊和索引道地性分別正向影響個人懷舊情感。此結果說明現地的環境資訊較為完整且豐富，可能較為適合討論感知對象有關的道地性觸發人們懷舊情感的關係。本研究結果確認標誌和索引道地性與懷舊情感存在因果關係的趨勢，並證實索引道地性對懷舊情感的影響力，擴充歷史和文化旅遊景點相關研究領域探討道地性與懷舊情感關係的機制方向，並提供規劃和管理相關單位在景點資訊供給方面的參考。

Nostalgia in the past has mainly focused on the study of environments and objects related to history and culture, particularly in heritage tourism. In this context, authenticity maintains the connection to culturally or historically significant places and objects, enabling people to use these places and objects to reminisce about a past that feels authentic. However, in recent years, modernization and commercialization have affected the authenticity of tourist destinations, complicating the perception of the object-related authenticity to these destinations. It is necessary to more effectively understand how people interpret the object-related authenticity. Therefore, this research uses Grayson and Martinec (2004) framework, which distinguishes the process of perceiving object into iconic authenticity related to physical representation, and indexical authenticity related to information, to explore their relationship with nostalgia. Previous studies on historical and cultural sites confirms that perceived authenticity positively influences nostalgia. However, these studies often focus on assessing iconic authenticity through on-site surveys, which have limited control and manipulation over antecedents and operational conditions. Although only one empirical study on objects differentiates between iconic authenticity and indexical authenticity when discussing the triggers of nostalgia, it still emphasizes visual cues. To sum up, existing research has not fully explained the impact of indexical authenticity on nostalgia. Additionally, previous researchers have noted that perceiving either iconic or indexical authenticity can trigger nostalgia. Nevertheless, only one research has shown that there is a sequential relationship between iconic authenticity and indexical authenticity. This suggests that the relationship between these two types of authenticity and nostalgia still requires further discussion. This research clarifies the relationship between two types of authenticity and nostalgia through two studies. Study 1 manipulates both iconic cues and indexical cues to understand the relationship between two types of authenticity and nostalgia in a visually simulated landscape environment. Study 2 using immersive virtual reality (IVR) evaluation, two photo evaluation methods, and on-site survey examine the impact of original location information as indexical cues on two types of authenticity and nostalgia, and also confirm the relationship between these types of authenticity and nostalgia. The results of Study 1 confirmed that indexical authenticity fully mediated the effect of iconic authenticity on nostalgia. Iconic authenticity positively affected indexical authenticity, and indexical authenticity positively affected nostalgia. These results align with previous research that indicated iconic authenticity affected indexical authenticity. Study 2, which manipulated original location information at relocated tourist destination, found that those who were informed that the destination was not in its original location reported lower indexical authenticity compared to those who were not informed. The results of study showed that people place greater importance on authenticity points to the original site, and also aligned with past research showing that perceived authenticity was lower when the object was farther from its original location. In addition, Study 2 found that the relationship between two types of authenticity and nostalgia differed across IVR evaluation, two photo evaluation methods, and on-site survey. The results of on-site survey were the only one more consistent with previous research findings. Specifically, results of the on-site survey: indexical authenticity fully mediated the effect old-looking historical house of iconic authenticity on vicarious nostalgia, and indexical authenticity also fully mediated the effect old-looking historical house of iconic authenticity on vicarious nostalgia. Moreover, both old-looking historical house of iconic authenticity and indexical authenticity positively affected personal nostalgia. These results suggest that on-site environmental information, which is more comprehensive and rich, may be more suitable than alternative media for discussing the complex relationship between perceived authenticity and nostalgia. This study's findings confirmed a trend of causal relationships between iconic and indexical authenticity and nostalgia. It also validates the impact of indexical authenticity on nostalgia, expanding the scope of research in historical and cultural tourism sites. Furthermore, it provides guidance for planners and managers regarding the provision of site information.