Emotion Of Nostalgia Research Articles

The effect of nostalgia on the travel decisions of older tourists to visit socially sustainable tourist destinations

PurposeThis paper sets out to answer the following research question: Is nostalgia an important travel motive that helps to explain why older tourists choose a specific sustainable destination?Design/methodology/approachThis paper is a conceptual paper and uses a systematic literature review as the main method of secondary data analysis.FindingsThe findings suggest that nostalgia significantly contributes to the overall tourism experience, because older travelers often have a strong sense of nostalgia that dominates their memories and provides a positive view of the past that contributes to a greater sense of continuity and meaning in their lives.Research limitationsBeing a conceptual paper is its limitation in itself. For DMOs and marketers, it is important to understand what are the specific characteristics of a sustainable destination that are likely to serve as a cue for developing nostalgic emotions to help promote it. This can be achieved by designing nostalgic advertisements that are based on the history and cultural uniqueness of tourist attractions that stimulates the older tourists' love of history and culture, to motivate them to visit these sustainable destinations. DMOs need to capitalize on the nostalgic sentiments that are expressed by older tourists themselves that should also be used to promote nostalgia as a marketing strategy to attract potential consumers. To achieve this, potential tourists need to be shown imagery of older adults living their lives to the fullest. These include sharing photos of seniors doing “soft adventure” activities such as kayaking, hiking, and camping as well as other social activities such as dancing, socializing, learning, and cooking as examples of all the activities that older adults used to do when they were younger. Another strategy is for DMOs to use virtual reality trips to demonstrate that nostalgia contributes to sustainable tourism as it can accurately portray a destination’s atmosphere and to include its rich sensorial appeal. Nostalgia that is evoked by virtual reality has also been found to facilitate the marketing of “slow travel”, which encourages experiences of deep cultural exploration which entails choosing slower transportation, thus highlighting environmental consciousness (Juhl and Biskas, 2023). Future studies are needed to investigate how the beneficial effects of nostalgia can be employed to improve the quality of people’s social lives through sustainable tourist experiences.Practical implicationsFor DMOs and marketers, it is important to understand what are the specific characteristics of a sustainable destination that are likely to serve as a cue for developing nostalgic emotions to help promote it. This can be achieved by designing nostalgic advertisements that are based on the history and cultural uniqueness of tourist attractions that stimulates the older tourists' love of history and culture, to motivate them to visit these sustainable destinations. DMOs need to capitalize on the nostalgic sentiments that are expressed by older tourists themselves that should also be used to promote nostalgia as a marketing strategy to attract potential consumers. To achieve this, potential tourists need to be shown imagery of older adults living their lives to the fullest. Another strategy is for DMOs to use virtual reality trips to demonstrate that nostalgia contributes to sustainable tourism as it can accurately portray a destination’s atmosphere and to include its rich sensorial appeal.Social implicationsRaising awareness of ageism and the need to market older individuals in a different way is key.Originality/valueNostalgia is related to sustainable tourism, especially to the pillar of social sustainability that helps to bring people together. It is also regarded as one of the main contributing motives behind an older traveler’s choice of a sustainable destination. However, very few studies have acknowledged the importance of nostalgia as a motivation for travel, especially for repeat visitations.

Analysis of Chinese Time-Honored Restaurant Selection Embedded in Customers’ Nostalgia: based on Contextual Analysis Model

Revitalizing China's old restaurant brands is of great significance to the cultural self-confidence of the Chinese nation. In this study, nine old brands in Beijing, Shanghai and Guangzhou were selected, and a total of 543 valid questionnaires were obtained to analyze consumers' willingness to choose old brands. Specifically, based on consumers' perceived attractiveness and visit resistance to old firms, the authors used the contextual analysis model in the hierarchical linear model to explore the perturbation mechanism of the two nostalgic emotions in consumers' choices. The results of the analysis are as follows: first, perceived attractiveness has a positive effect on customer choice, while visit resistance has a negative effect on customer choice. Second, individual nostalgia has a positive effect on customer choice and plays a moderating role in the relationship between attractiveness, visit resistance and choice. Third, urban nostalgia also plays an important role in the relationship between attractiveness, visit resistance and choice. Overall, based on the contextual analysis model, this paper discovered the intrinsic choice mechanism of consumers for Chinese old restaurants, which can play a guiding role for their development.

Epitome of the Region-Regional Nostalgia Design Based on Digital Twins.

Nostalgic scenes can trigger nostalgia to a considerable extent and can be effectively used as a nostalgic trigger that contributes to the psychological comfort of the elderly and immigrant populations, but a design system has not been adequately studied. Therefore, the design principles and digital twin (DT) design system of nostalgic scenes is proposed in this study. It focuses on the construction of a nostalgic scene DT model based on the system of system (SoS) theory. Nostalgic scenes related to farm work are selected and photos of this DT model from a particular perspective are generated for presentation. Co-occurrence analysis is used to verify the correlation between elements within the scene. We invited two groups of residents in Xi'an, the regional group and the non-regional group, a total of 68 people, as participants to rate three photos with different degrees of design on the Likert scale. The results of data analysis show that systematic and well-composed nostalgic scene images, which incorporate relevant elements, are more likely to evoke participants' nostalgic emotions than ones without those elements mentioned above. Likewise, a series of nostalgic scene images spanning various periods can stimulate participants' nostalgic emotions more effectively than a single image. Furthermore, region-specific nostalgic scene images that resonate with participants sharing similar lifestyles can trigger their nostalgic feelings more effectively. The digital twin model of the nostalgia scene contains multi-source data, which can be dynamically visualised to represent regional nostalgic experiences. The design system can be used to design nostalgic scenes to improve emotional health, social bonding, tourism, and sustainable urban and rural development.

The role of nostalgic emotion in shaping destination image and behavioral intentions – An empirical study

PurposePrevious studies have proven the significant influence of nostalgia on tourists' perceptions, intentions, and behaviors. While much of the research has focused on nostalgia as a motivator for destination choice in the pre-trip stage, fewer studies have explored the effects of nostalgia experienced during visits on other behavioral intentions beyond revisit intention. This paper aims to fill this gap by examining the impact of nostalgic emotion experienced at tourist destinations on behavioral intentions, specifically pro-sustainable behavioral and word-of-mouth (WOM) intentions through destination image.Design/methodology/approachThis study developed a conceptual model grounded in existing literature and empirical research on nostalgia and consumer behavior. Data were gathered from international tourists via surveys conducted in Hue City, a UNESCO World Heritage Site. The hypotheses were tested using structural equation modeling (SEM) with Amos 23.0.FindingsThe research results reveal that nostalgic emotion positively impacts destination image and WOM intention. Destination image correlates positively with both pro-sustainable behavioral intention and WOM intention. Destination image serves as a mediator in the relationship between nostalgic emotion and WOM intention. Theoretical and practical implications are also discussed in the current work.Practical implicationsThe findings of this research provide guidance for nostalgic elements to be integrated into tourism experiences and marketing campaigns to enhance tourists' emotional connections, thereby improving the destination’s overall appeal. Additionally, while nostalgia does not directly foster pro-sustainable behavioral intentions, a positive destination image can influence these behaviors, suggesting that sustainable tourism strategies should also focus on strengthening the destination’s image.Originality/valueThis paper contributes to both theoretical advancements and practical applications in the field of tourism psychology and marketing by shifting the focus from nostalgia as a motivator for destination choice in the pre-trip stage to exploring the effects of nostalgic emotions experienced during visits on behavioral intentions beyond revisit intentions.

The power of nostalgic emotion: how Hong Kong traditional tong sui influences generation Z's purchase intentions

PurposeOf the studies covering culinary tourism and traditional culture, Generation Z remains an underexplored group despite being the primary consumers of future tourism. Research into young consumers’ motivations is hoped to clarify, protect, and sustain Hong Kong Tong sui among this generation. As such, this study focuses on Generation Z to understand the types of novel experiences Tong sui can create for them, and it is worth exploring in depth the diet that young people are interested in from the perspective of traditional food.Design/methodology/approachBased on Creswell’s guidelines for quantitative research, we investigated the relationships among multiple elements of Hong Kong Tong sui and Generation Z tourists. A corresponding questionnaire was designed to gather information for statistical analysis and contains five sections. The first part solicited basic respondent information. Sections 2–5 presented several key terms (nostalgic emotion, food authenticity, FCV, and purchase intention) to frame the questionnaire in terms of our hypotheses. Items were scored on 7-point Likert-type scales for ease of processing in SPSS 26.0.FindingsAll hypotheses were supported, with nostalgia having the most significant influence on Generation Z’s purchase intentions. Besides, young generations are willing to buy traditional food when exposed to the restaurants or enterprises have nostalgic elements and inspire nostalgia in consumer. Generation Z’s thoughts about food authenticity notably played a more significant role than FCV in terms of the nostalgia of traditional food. In addition, food authenticity and FCV were found to indirectly mediate the relationship between nostalgic emotion and purchase intention.Research limitations/implicationsExamining these types of campaigns geared toward Generation Z tourists to advertise traditional food has enriched this tactic’s applicability. The approach also constructs a foundation to scrutinize the appeal of traditional dishes among young consumer groups to potentially strengthen such food’s influence.Practical implicationsThis study highlights the importance of leveraging nostalgia and understanding the emotional connection that Generation Z has with traditional cuisine. It suggests that enterprises can develop new products or revive traditional recipes that cater to the nostalgic preferences of Generation Z. Marketing innovations, such as using social media influencers, can also be employed to create awareness and generate interest in traditional food. Traditional food can contribute to tourist destinations' promotion and differentiate them from competitors, boosting the tourism and catering industries and creating employment opportunities.Social implicationsThe promotion and preservation of traditional food can contribute to the preservation of cultural identity and heritage. By engaging local communities in culinary initiatives and fostering community pride, traditional food tourism can strengthen the connection to cultural heritage and encourage the preservation of traditional culinary practices. This engagement can lead to sustainable development by promoting local traditions and ensuring the participation of the local community in tourism activities.Originality/valueThis study offers novel theoretical insights into traditional food consumption and food marketing, thus narrowing gaps in research on young consumers and traditional food. Results enrich the understanding of Generation Z’s intentions to purchase traditional food by highlighting tourists’ preferences. Guidelines are also provided for the operators on creating nostalgic campaigns that appeal to young generations.

Nostalgic tourists acquiring resilience and emotional solidarity through self-congruity and functional congruity

From the perspective of stimulus–organism–response theory (S-O-R), this study explores whether self-congruity and functional congruity cause tourists to form positive nostalgic emotions toward heritage destinations and whether the nostalgic emotions elicited by tourists’ experiences at heritage destinations promote their physical and mental health resilience, as well as their emotional solidarity with local residents. Data were collected from Daxi Old Street, Lukang Old Street, and Anping Old Street, located in northern, central, and southern Taiwan, respectively. A total of 959 respondents were collected. The research results reveal that self-congruity and functional congruity positively impact tourists’ nostalgic emotions in heritage destinations. Product involvement does not moderate self-congruity's effect on nostalgia, but it does moderate functional congruity's impact. The study also supports the positive influence of nostalgic emotions on both tourist resilience and emotional solidarity in heritage tourism. These findings are crucial for governments and stakeholders planning and managing heritage tourist destinations.

Uncovering air traveler purchase behavior: Influence of airline goods product characteristics towards repurchase intention

This research explores air travelers’ consumption and approach behavior for airline goods products by building a robust theoretical framework encompassing product characteristics, nostalgic emotion, lovemarks, brand personality, and purchasing route. The results of this study uncovered the criticality of airline goods products and the characteristics in the aviation industry. This study also demonstrates that the specific characteristics of airline goods products hold considerable impact of consumer purchase intention for airline brands. The present research enriches the contemporary knowledge of the existing literature on the characteristics of airline goods products, while offering offering valuable insights for optimizing marketing and managing airline products and services.

Highlighting the Old in the “New Normal”

Abstract: During the COVID-19 pandemic, a wide ideological gap frustrated an effective response to the health crisis. Whereas most liberals supported protective measures, many conservatives opposed them. Five studies ( Ntotal = 3,090) demonstrate that American and German conservatives’ opposition to COVID-19 measures arose partially from nostalgic emotions. We show that framing COVID-19 measures as a return to the past reduces conservatives’ opposition to face masks and vaccinations. An internal meta-analysis shows that although the overall effect of temporal framing is significant, it is small. This research identifies conservatives’ focus on the past as a theoretically relevant antecedent to their opposition to COVID-19 measures and introduces temporal framing as a small but practically feasible strategy to reduce such opposition.

Designing a Paradigmatic Model of Nostalgic Emotions and Preferences of Sports Consumers with a Grounded Theory Approach

Objective: The aim of this research was to design a model of nostalgic emotions and preferences of sports consumers using the grounded theory approach. Methodology: This research is qualitative in nature and applied-developmental in its aim. The participants in the study included academic experts in the field of sports marketing management, managers and executive marketers of sports organizations, and 22 relevant scientific articles, selected for interviews through theoretical sampling. Data analysis was conducted over more than three rounds of interviews until reaching theoretical saturation and consensus on identifying constructs, categories, concepts, and indicators within six constructs: causal conditions, the central and core phenomenon, strategies, contextual and intervening conditions, and outcomes, following the systematic model of Strauss and Corbin. Findings: At the open coding stage, 180 indicators (initial concepts) were identified. In axial coding, considering the semantic proximity of the identified concepts, 160 secondary concepts and 31 categories were classified into four main axes (drivers, barriers, stimulants, and requirements) through selective coding, within the six constructs of the Strauss and Corbin paradigmatic model. Conclusion: The results of the study can enhance the awareness of sports marketing managers regarding the optimal development of nostalgic dimensions of sports products and the preferences of sports consumers.

Strategi City Branding dalam meningkatkan Minat berkunjung Wisatawan pada Festival Budaya Tabut Bengkulu

The contribution of the tourism industry is one step of the government's strategy to improve the economic welfare of the community. Tourism management can encourage people to take advantage of opportunities created by various activities that can provide of profit. This condition will also contribute to business sustainability for the community in the surrounding environment. One strategy that can be implemented by the Regional Government of Bengkulu Province is through a city branding strategy to increase tourist interest in visiting the Bengkulu Tabut Cultural Festival. The Tabut Cultural Festival activities can be one of tourism promotion for Bengkulu Province to help the government introduce and invite the interest of local tourists, national tourists, or international tourists to travel in Bengkulu Province, and is expected to increase regional income. This research aims to determine: (1) the influence of city branding on destination image. (2) the influence of destination image on nostalgic emotions. (3) the influence of destination image on memorable tourism experiences. (4) the influence of nostalgic emotions on memorable tourism experiences. (5) the influence of nostalgic emotions on tourists' interest of visit the Tabut Bengkulu Cultural Festival, and (6) the influence of memorable tourism experience on tourists' interest of visit the Tabut Bengkulu Cultural Festival. This type of research is quantitative research using a causal study approach. The sample for this research was 327 visitors to the Bengkulu Tabut Festival using incidental sampling techniques. The data analysis method uses the SEM-SmartPLS program. The results of this research show that city branding has a significant effect on destination image, Destination Image has a significant effect on Nostalgic Emotion, nostalgic emotion has a direct effect on Memorable Tourism Experience, Destination Image has a significant effect on Memorable Tourism Experience, nostalgic emotion has a significant effect on on tourists' interest of visit the Tabut Bengkulu Cultural Festival, as well as the Memorable Tourism Experience has a significant influence on tourists' interest of visit the Tabut Bengkulu Cultural Festival

The Interpretation of Women's Discourse in the Movie "Flipped" via the Lens of Eco-Feminism

The novel by Wendelin Van Draanen with the same name serves as the inspiration for the film Flipped . The film portrays the nostalgic emotions between young boys and girls as it narrates a young and lovely love story in America in the early 1960s. At the same time, the film also features the writer's thoughts and consideration of societal contents underlying the development of the natural environment and the image of women. Feminism embodies both the resistance of the underprivileged and the symbol of good nature. As the foundation, this paper explored how well the natural world shaped women's social consciousness and discoursed from the perspective of eco-feminism. Additionally, the paper also discusses the impact of environmental factors that contributed to the film's vivid environmental episodes, pays close attention to the struggles of the female supporting characters in the context of the times, and emphasizes how the environment and even the discourse of women are oppressive. Its statement of the notion that nature and women are linked and mutually reinforcing also provides a fresh viewpoint on the investigation of how women are portrayed in culture. The patriarchal environment's ideas of duality and hierarchical division have been turned on its head.

Innovativeness or Involvement: How Virtual Reality Influences Nostalgic Emotion and Imagery in Travel Intention

This study investigates the impact of immersive Virtual Reality (VR) on consumer travel intentions. While VR’s potential in treating post-travel depression is acknowledged, its influence on destination marketing remains understudied. Using mental imagery as a theoretical framework, the experiment involved 547 Taiwanese and international students who utilized domestic flights to satisfy their travel cravings. Comparing three nostalgic emotions previews (videos, 360 virtual tours, and VR), to examine varying degrees of immersion. The findings reveal that exposure to VR significantly enhances imagery and strengthens travel intentions among participants. Interestingly, VR’s influence on consumer nostalgic emotions and travel intention through imagery is unaffected by innovativeness, but, rather, is affected by the level of involvement experienced. The study carries implications for destination marketers, providing insights into the potential of immersive VR technology. By understanding its impact on travel intentions and leveraging nostalgic emotions, marketers can tailor strategies to specific consumer segments.

Nostalgic emotions, meaning in life, subjective well-being and revisit intentions

The main purpose of this research is to examine the psychological and behavioral consequences of nostalgic emotions. Specifically, the study examines the interrelationships between nostalgic emotions, meaning in life, subjective well-being, and revisit intentions. Data were collected using an online survey via MTurk, and structural equation modeling was used to test the proposed hypotheses. Findings reveal that nostalgic emotions have significant effects on meaning in life, subjective well-being, and revisit intention. Also, the meaning in life and subjective well-being have effects on revisit intention. Further analysis shows that meaning in life and subjective well-being mediate the effects of nostalgic emotions on revisit intention. The theoretical and practical implications are discussed.

Using Nostalgic Emotions to Revive Indian Ethnic Drinks Market: Competitive Strategy at Paper Boat

Amidst the intensive cola war in the Indian market, Hector Beverages Private Limited introduced ethnic drink as a competitive strategy to attract Indian consumers. This move aims to attract Indian consumers by not only offering health benefits and nutritional value but also providing a sense of connection to the past and emotional satisfaction through old memories. Paper Boat, an ethnic and nostalgic beverage brand of Hector Beverages, has disrupted the Indian beverage industry, challenging market leaders to provide innovative and nutritional drinks. The case study highlights Paper Boat’s innovative value proposition and nostalgia marketing campaigns, while also examining the competitive strategies of major players in the Indian beverage industry. The case study also raises important questions that Hector Beverages must consider remaining relevant in a changing market and retaining its competitive advantage.

City Image Model in Creating Tourist Engagement

The problem in this study is the decline in tourist visits to hot spring natural tourist destinations in Indonesia during the Covid-19 pandemic. City image and nostalgic emotion play an essential role in influencing tourist engagement through memorable tourism experiences as mediation for visiting tourist destinations. This study aims to determine the effect of city image and nostalgic emotion on tourist engagement within memorable tourism experiences as a mediation. The research subjects were tourists in natural hot spring tourist destinations in West Java Province. The method used in this research was the explanatory survey. Respondents in this study were visitors to hot spring natural tourist destinations in Indonesia accidentally, totaling 400 people. The sampling technique used in this research was proportional random sampling.
 Keywords: city images, nostalgic emotions, memorable tourism experiences, tourist engagement

Throwback to pre-pandemic days: A photo-elicitation study on organizational nostalgia.

As an unprecedented outbreak, the COVID-19 pandemic has restricted and dramatically changed several respects of life. In terms of working life, the transition to a remote working system has brought several changes and interrupted the continuity between past and present working life. In this case, this adversity has led people to past experiences and memories, and many people have used nostalgia as a crucial resource for alleviating the negative impact of the outbreak. In this context, as a form of nostalgia, the current study particularly investigated memories eliciting organizational nostalgia and antecedents and consequences of organizational nostalgia in the pandemic era. Photo-elicitation interview in general, and participant-driven photo-elicitation in particular, was used as a data collection method. A cross-sectional design was employed for this study. In total, 10 photo-elicitation interviews through 62 photos were carried out with participants in Turkey. The thematic analysis was used for coding and analyzing the interviews. The current study demonstrated that (1) participants feel nostalgic for managers, colleagues, events, job, and working environment-related memories; (2) lack of social connectedness, loneliness, anxiety, fear, and uncertainty triggers pandemic-induced nostalgia; and (3) pandemic-induced organizational nostalgia has an impact on the variety of emotions (regret, hope, pride, freedom, joy, peace, excitement, yearning, gratitude, sadness, and happiness) of employees in the pandemic era. This study contributes to overcoming the lack of studies investigating the nostalgic emotion of employees in the pandemic era and how this emotion might contribute to overcoming the effects of COVID-19.

Various Categories of Nostalgia in the Work The Debut by Anita Brookner

The emotion of nostalgia is universal as far as the opinions of researchers and theorists are concerned. There is not a single individual in the world who is devoid of the feeling of nostalgia. It is a psychological phenomenon, and every individual in the world has been influenced by the feeling. It has distinct definitions based on worldwide experiments. The literature published in psychology, pathology, social science, humanities, science, etc. in the world puts on record different definitions of this complex emotion. Though earlier it was considered a disease, today it is simply a sentiment associated with the past. Throughout the novel The Debut the protagonist, Dr. Ruth Weiss, looks back on her life at the age of forty. Brookner’s use of the flashback techniqueis important from a nostalgic point of view. Her early days’ memories connected to her parents, her grandmother, her school, and teachers remain bitter-sweet. Her childhood memories of family responsibilities, disillusionment with love, feelings of insecurity in the outside world, the loss of loved ones, and so on are all associated with nostalgia. Ruth is mostly nostalgic about her grandmother, and the death of her grandmother seems to be the end of the source of the unselfish love and comfort. Her speechless condition at the death of her grandmother speaks volumes about her psychological state. Though her mother seems harsh, her father is soft on her. The novel explores the daughter-father relationship, friendship, and love. She fails to win the love of Richard and Duplesis, but manages to marry Roddy. But she remains lonely, serving her aged father afterthe death of Roddy. The other characters, Helen, George, Sally, Molly, Roddy, Mr. Dunlop, etc., are also projected as nostalgic figures on different occasions.

Insecure attachment and lower preference for romantic relationship nostalgia predict higher acceptance of infidelity

Recent research on relationship nostalgia, a sentimental longing for the past of one's romantic relationship, has shown to improve commitment, which should protect against infidelity intentions. However, previous research has shown that more insecurely attached persons do not reap the same benefits from the emotion of nostalgia. The current work introduced the concept of relationship nostalgia preference (i.e., the extent to which people would like displays of nostalgia from their romantic partners [e.g., feeling safe and secure like in earlier parts of the relationship]). In Study 1, nostalgia preference's associations with attachment style and relationship quality (satisfaction, etc.) were tested, revealing negative correlations with attachment avoidance and positive correlations with relationship quality. In Study 2, a conditional process model exhibited how avoidant attachment predicted lower nostalgia preference (replicating Study 1), which was related to reduced commitment. Commitment reduction, in turn, predicted higher attitudes toward infidelity and intentions to commit infidelity. Overall, when people are more avoidantly attached, they like relationship nostalgia less, which has downstream negative consequences for their partnerships.

The Importance of Nostalgic Emotions and Memorable Tourism Experience in the Cultural Experience

ABSTRACT In the destinations they visit, tourists wish to see historical structures with that they can establish a connection with. The effects of nostalgic bonds established through experiences can be evaluated only by the determination of individuals’ developing intentions and judgments. The main purpose of this study was to identify the relationships between nostalgic emotions, memorable tourism experience, satisfaction, revisit intention, and recommendation intention. In this regard, views of the tourists who visited İstanbul were collected through surveys. A total of 483 surveys were obtained and the data were analyzed using AMOS software. The obtained results showed that strong nostalgic bonds had a positive impact on behavioral intentions such as revisit intention by increasing satisfaction and memorability. The findings of this paper indicated that nostalgic emotions significantly affect memorable tourism experiences.

What Raises Purchase Intention of Customers? An Extension in Perspective of Nostalgic Marketing

Emotions are considered as the real inner perception of a person. Emotions can never be ignored or completely eliminated from one’s life. The point of emotion like nostalgia has immense importance in our social life and the concept of nostalgia has a great shift from organizational environment to expanding marketing world. This research aimed to determine the purchase intention as outcome of nostalgic emotions of customers. This study finds the mediating effect of attachment and attitude in between nostalgic emotions and purchase intention. The data for this research was collected from the customers of Toyota and Honda motors located in two metropolitan cities of Pakistan (i.e Karachi and Lahore). The research has used non-probability sampling technique and cross-sectional research design was adopted. Furthermore, the adopted and modified questionnaire was used as survey instrument. The statistical outcomes were drawn from robust statistical technique, covariance-based structural equation modelling (CB-SEM). The results show that nostalgic emotion has positive and significant effect on purchase intention of customers. Moreover, mediating effect of attitude and attachment was confirmed in between nostalgic emotion and purchase intention. Consequently, this study confirmed that organizations should work on customer attitude and attachment which are the possible causes of nostalgic emotion, it may sufficiently increases customers’ purchase intention.