| Summary: | 碩士 === 國立中山大學 === 行銷傳播管理研究所 === 103 === In this study, the viewing behavior was incorporated into the theory of planned behavior for the purpose of exploring the correlations among variables of food program audience’s characteristics, viewing behavior, attitude, subjective norms, and perceived behavior control on behavioral intention. The convenience sampling method was adopted. The paper questionnaire was administered to survey 274 respondents. The results demonstrated that the viewing behavior of food program audience, attitude, subjective norms, and perceived behavior have effectively predicted the behavioral intention of participating in travel activities. Specifically, the perceived behavior control of food program audience has the greatest influence on behavior intention other than subjective norms, and attitude. This study suggested that TV stations tailor program contents to produce food programs more in line with the viewing group’s needs. In addition, the study contribution will be provided to the Tourism Bureau for strengthening promotion when setting up marketing strategies for domestic travel intended for targeted groups; the contribution will also be provided to travel businesses engaged in travel product sales to targeted groups when planning travel itineraries in order to achieve better marketing and advocacy results and boost the economic development of tourism.
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