隨著進入體驗經濟時代，傳統行銷已無法滿足消費者。體驗行銷將消費者視為擁有思想、具備理念及美感的全人。許多旅遊美食節目的製作多應用體驗行銷策略，用以刺激觀眾的感官及消費意願，觀眾透過觀賞節目產生體驗感受，進而提升消費意圖。然而，過多的美食節目使觀眾對節目的信任感及滿意度也有所變化，影響了觀眾的消費意願及購買決策。本研究從電視觀賞者的角度，探討美食旅遊節目之體驗行銷策略，與觀眾觀看後所產生的信任感、滿意度及消費意願間的關聯性。 本研究以觀看過美食旅遊節目的觀眾做為研究對象，以網路及紙本問卷進行調查，採便利抽樣及滾雪球抽樣，共取得543份有效樣本，以結構方程模式(SEM)驗證研究之假設關係。研究結果發現：(1) 體驗行銷對信任感有顯著正向影響。(2) 體驗行銷對滿意度有顯著正向影響。(3) 信任感對消費意願有顯著正向影響。(4) 滿意度對消費意願有顯著正向影響。研究結論可以提供消費者與節目製作單位參考，以及後續研究方向的建議。 With the coming of the age of experiential economy, traditional marketing strategies cannot satisfy consumers anymore. Experiential marketing views consumers as holistic individuals with ideas, ration and aesthetic sense, not just as a shopping machine that can only make a purchase. Although digital experiential marketing cannot allow consumers to directly try out the products, it impresses the consumers with the scenarios created through the mass medias. Nowadays, numerous gourmet and travel TV programs adopted experiential marketing strategies to stimulate consumers' senses and purchase intention. However, the quality of the programs affects the audiences' trust and satisfaction. Thus, the relationship among trust, satisfaction and the purchase intention of the audiences after watching the programs was explored. This study adopted questionnaire research and the audiences of gourmet and travel TV programs are the subjects. A total of 543 effective samples were collected. Structural Equation Modeling was applied to test the hypotheses of the study. The findings are summarized as follows: 1.Experiential marketing in Gourmet and Travel TV Programs is positively related to audience trust;2.Experiential marketing in Gourmet and Travel TV Programs is positively related to audience satisfaction;3.Audience trust is positively related to purchase intention;4.Audience satisfaction is positively related to purchase intention. Also, the conclusion of this study may provide some insights to the further research in this field.
