台灣街頭近幾年來瀰漫著一股懷舊復古風，彷彿像是個新的社會運動或宣言，不管是食、衣、住、行樣樣都要懷舊。在這樣的社會氛圍之下，許多標榜懷舊復古的餐廳，就如雨後春筍般地出現在台灣各大都市的角落，本文的研究個案：高雄市「新台灣的原味」懷舊餐廳就是在這樣的社會氛圍之下成立的。對於來到「新台灣的原味－人文懷舊館」消費的消費者而言，他們在消費一種歷史的記憶，吃的是對過往童年的回味；至於屬於年輕一代的七、八年級消費者而言，他們雖然不曾經歷過那些陳舊的歲月風情，但是來到懷舊復古餐廳消費，不但可以體會父母長輩們那個逝去的年代，並且可以感受到與現代社會迥異的新鮮感。本研究從地理學的視角，來觀看當代都市懷舊餐廳興起其背後所隱含的社會文化現象，並選取南台灣頗負盛名的高雄市「新台灣的原昧」懷舊餐廳作為主要的研究地點，視該餐廳的經營者和消費者為兩個主要的研究對象，來探究餐廳經營者透過何種經營策略來「生產」、「建構」他的「懷舊地方」；而消費者來到懷舊餐廳裡消費，又會如何和這個擬仿的懷舊空間互動、對話進而產生回應；本文試圖運用地理學固有的「地方」概念和「懷舊消費」概念來進行理論和經驗的對話，亟盼在地理學的領域裡提出不同的思考脈絡和方向。
Recently Taiwan has been filled up with nostalgic fashion, which is like a new social movement or campaign that reaches into diet, clothing, accommodation, and even transportation. With such kind of atmosphere, many restaurants that boast ”nostalgia” pop up in every corner of the large cities in Taiwan. The case study of the research, a nostalgic restaurant ”New Taiwanese Original”, was founded for this fashion. For customers who come to New Taiwanese Original, they are consuming the memory in history and tastin60g the flavor of childhood. Customers of a younger generation who were born after 1980s, while dining in nostalgic restaurants, can not only experience the past that belongs to their parents but also feel a sense of freshness differing from modern society despite the fact that they have never undergone the past age. The research probes into the social and cultural phenomenon hidden behind the flourishing of nostalgic restaurants in contemporary cities from a geographic point of view. A well-known nostalgic restaurant New Taiwanese Original in Kaohsiung was chosen, with its owner and customers as main subjects for research. Strategies through which the restaurant owner ”produce” and ”construct” his ”nostalgic place” and the way customers interact and converse with the simulated nostalgic space will then be studied. This study tried to apply the concept of ”place” and ”nostalgic consumption” in geography to proceed a dialogue between theory and experience. The purpose is to provide a different thread of though t and direction in the category of geography.
