[[alternative]]Cemetery Tourism: Visitors' Nostalgic Emotions, Motivation, and Revisit Intentions for the Celebrity Cemetery

[[abstract]] 近年來，參訪名人墓地或死亡地點成為人們出外旅遊的目的之一。墓園觀光存在著對逝者的尊重與景仰，具有其尊嚴和嚴肅的一面；另一方面則隱含參訪者對逝者的懷舊情感，例如好萊塢巨星殞落之旅，以懷舊追思的方式成為熱門的墓地旅遊景點。在國內，由於民眾對死亡的敬畏，墓園觀光不太受到重視，但近年來由於開放陸客觀光，兩蔣文化園區與鄧麗君墓園等開始受到關注，且也吸引不少觀光客參訪，名人墓園逐漸成為地方政府發展觀光的重要景點。 因此，本研究因此從遊客角度，探討墓園的環境配置、懷舊物件與遊客的旅遊動機對懷舊情緒影響，並了解遊客的懷舊情緒對其重遊意願之影響。同時，本研究選定新北市金山鄉的鄧麗君筠園為研究場域，筠園在每年鄧麗君忌日時，紀念墓園裡總是有來自世界各地的歌迷，追思這位年輕早逝的巨星，到了假日也吸引大量的觀光人潮，成為台灣最廣為人知的墓園觀光景點。 研究方法主要採用問卷調查法，針對曾至筠園觀光的遊客現場實地問卷發放，總共回收有效問卷為241份。資料分析則採用結構方程式(SEM)驗證本研究之研究模式與假設。研究結果顯示，墓園之環境配置、懷舊物件與遊客旅遊動機會影響其懷舊情緒，也進而影響其重遊意願，而透過提升喚醒的懷舊情緒將使得遊客對於墓園觀光的體驗能更深層且重遊意願更高。最後，本研究依其結果提出相關墓園觀光設計與規劃之實務上或學術上之建議，提供產官學界參考。[[abstract]] In recent years, one of the purposes that people go out for traveling is visit the graveyards of the celebrities or the death sites. The cemetery tourism is involved with respect and admiration for the death. The cemetery tourism is respective and serious; meanwhile, it shows reminiscent emotion to the death. Take Hollywood Walk of Fame for example; it becomes hot cemetery tourism spot by reminding people of those historical celebrities. In Taiwan, the cemetery tourism is not easy to become popular because of the awe to the death. However, due to the restriction-lifted on mainland tourists, cemetery tourism (The Culture Resort of The Jiang and Teresa Teng Memorial Park…etc.) attracts lot of tourists. So, it becomes an important part in tourism developing by local governments. The study is on tourists’side and focuses on the effect of reminiscence is related with the surrounding setting, reminiscent stuff, and visiting motive. Also, to understand that if the tourists are willing to visit again will be affected by the reminiscence.The study area is Yun Garden in Jinshan,Taipei. There are lot of fans from all over the world visit her graveyard and recall the young-died star together on her anniversary of death every year. Also, it attracts numbers of visitors in holidays, and that’s why it becomes the most well-know spot among cemetery tourism in Taiwan. Questionnaire method is mainly used in the study. There are 241 usable questionnaires which filled by the tourists in Yun Garden. SEM is chosen as the data analysis to verify the pattern and assumption of the study. The results show that the environmental configuration of the cemetery, nostalgic objects and visitors' motivation affect its nostalgia and their willingness to revisit, thus inspiring visitors to have a more memorable experience and increasing their willingness to revisit. In the end, all the effective or academic suggestions about the cemetery tourism design and plan based on the study result are provided for Government-Industry-University Collaboration as references