自民國51年傅培梅的料理教學電視節目開始，美食題材在台灣電視節目製作上始終歷久不衰，近年來旅遊的興盛與資訊的需求，促使美食旅遊節目快速發展，有線電視普及後，節目更是琳瑯滿目，但素質卻也參差不齊。這些節目內容到底是否滿足觀眾！且觀眾是否信賴這些節目內容！又內容訊息是否真能影響觀眾的消費行為？節目製作何去何從才能吸引觀眾目光？這些問題都值得深入探討。因此，本研究採問卷調查，以電視美食旅遊節目之觀眾為研究對象，探究美食旅遊節目的收看動機、收看滿足、節目可信度與觀後行為意圖之間的影響關係，回收之有效問卷共637份，以SEM進行假設驗證資料分析。結果發現，有趣的節目內容及提供正確美食的資訊更能滿足與吸引觀眾收看節目，而且收看動機與滿足因素對收看後之行為意圖具有顯著影響力，並且主持人的專業程度為影響觀眾收看節目的重要因素；然而，節目的可信度對觀眾滿足的影響卻持存疑之態度。最後，本研究依據研究結果提出建議，提供電視製作及旅遊、餐飲相關業者、政府觀光推廣，以及後續學術研究之參考。 Since Peimei Fu’s cooking TV program in 1962, gourmet is a long lasting theme in television production. In recent years, owing to the travel boom and needs of information, gourmet program have developed quickly. After the popularity of cable TV, more and more gourmet programs have been produced. However, the quality of them is inconsistent. Are the audiences gratified by these programs? Do the audiences trust them? Can the information and contents really influence the consumer behavior of the audience? All of these questions are worthy to be explored intensively. This study adopted questionnaire research and the audiences of gourmet and travel TV programs are the subjects of the study. The relationship among the motivation and gratification of the audiences, program credibility and the audiences’ behavior intention after watching the programs was explored. 637 valid questionnaires were returned and hypothesis confirmatory data analysis was performed by the means of SEM. The results indicated that programs with interesting contents and correct gourmet information were more gratifying and attractive to the audiences. Also, the motivation and gratification had significant impact on the behavioral intention after the audiences watched the programs, and the professional level of the host was a critical factor for the viewers to keep watching the show. However, the program credibility’s effect on the audiences’ gratification is doubtful. Finally, suggestions were put forward based on the findings as a reference for TV program production, travel, gourmet and beverage industries, government’s tourism promotional activities and future academic studies.
