本研究目的旨在探討觀看旅遊節目涉入程度對熟悉度、目的地意象、旅遊動機與旅遊意願之研究。以2019年觀看旅遊節目觀眾作為研究對象進行抽樣調查，以研究者改編之問卷「觀看旅遊節目涉入程度對熟悉度、目的地意象、旅遊動機與旅遊意願之研究」作為研究工具，採便利抽樣方式進行問卷施測，發放問卷共計500份，回收480份，問卷回收率為96％；其中450份為有效問卷，有效問卷回收率為93.7％。所得資料經敘述性統計分析、獨立樣本t檢定、單因子變異數分析及結構方程模式進行資料處理與分析。研究結果發現：涉入程度對熟悉度具有顯著影響；涉入程度對目的地意象具有顯著影響；熟悉度對旅遊動機具有顯著影響；目的地意象對旅遊動機具有顯著影響；旅遊動機對旅遊意願具有顯著影響，本研究提出實務及學術應用之相關建議。 The purpose of this research is to study the degree of involvement of watching tourism programs on familiarity, destination imagery, travel motivation and willingness to travel. A sample survey was carried out with the current viewers who watch travel programs in 2019 as the research objects, and the researcher’s adaptation of " A study of the Degree of Involvement in Watching Tourism Programs on Familiarity, Destination Imagery, Travel Motivation and Willingness to Travel" is used as a research tool, conducted with the convenient sampling method. A total of 500 questionnaires were distributed and 480 were returned. The questionnaire recovery rate was 96%; 450 of which were valid questionnaires, and the effective questionnaire recovery rate was 93.7%. The obtained data are processed and analyzed by descriptive statistical analysis, independent sample t test, single factor variance analysis, difference analysis and structural equation model. The results of the study found that the degree of involvement has a significant impact on familiarity; the degree of involvement has a significant impact on destination image; familiarity has a significant impact on travel motivation;destination image has a significant impact on travel motivation; travel motivation has a significant impact on travel willingness Hence, this research puts forward relevant suggestions on practical and academic applications.
