近年來觀光業正蓬勃發展，而在觀光產業競爭激烈下，各家觀光業者為了吸引遊客進而推出不同的觀光主題，其中懷舊觀光便是主要觀光主題之一。本研究希望探討遊客在台南林百貨參觀時引發懷舊情緒的前因與後果。模式分析以外在刺激的真實性與內在因素的懷舊傾向作為懷舊情緒之前因，而忠誠度、地方依戀與後續產生的價格溢價則為懷舊情緒的後果。本研究同時使用實地發放問卷與網路問卷的方式蒐集資料，於2018年4月底發放552份問卷，其中實際有效問卷為512份。結構方程式分析結果顯示真實性與懷舊傾向皆會顯著正向影響懷舊情緒，而懷舊情緒也會正向影響忠誠度與地方依戀，其中忠誠度除了被懷舊情緒直接影響外，也會透過地方依戀而形成部分中介，忠誠度與地方依戀則皆會正向影響價格溢價。本研究調查發現，年齡與到訪次數在各構面上存在著差異。最後本研究將結果進行討論並提供管理意涵和未來研究的建議。

Recently, tourism industry is flourishing. Under intensely competitive situation, tourism managers develop different tourism topics for attracting more tourists. Most specifically, nostalgic tourism is a major topic in these tourism topics. This study aims to discuss the antecedents and consequences of tourists nostalgia emotion triggered by visiting Hayashi department store. Research model uses authenticity as environmental difference and uses nostalgia proneness as personal difference. Furthermore, this model builds loyalty, place attachment and price premium as the consequences of nostalgia emotion. By this study, survey was collected in Hayashi department store and online at the same time from the end of April 2018. There are 512 valid questionnaires in this study. The results of the SEM analysis show that authenticity and nostalgia proneness are positively related to nostalgia emotion, and nostalgia proneness will moderate the effect of authenticity. Moreover, nostalgia emotion positively affects loyalty and place attachment. Except the direct effect between loyalty and nostalgia emotion, there is partial mediating effect by place attachment. Loyalty and place attachment have positive effect on price premium. Additionally, this study has found that difference in age and the experience of visitors have effect on this model. Finally, this study conclude that Hayashi department store should focus on reinforce authenticity and put more attention on high nostalgia proneness visitors like repeat tourists.

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