Abstract
The purpose of this study was to examine the effect of viewing motivation of TV program which are called Mukbang and Cookbang on the visit intention of food tourism. The online survey was conducted using online data panels of 334 respondents with the experience of participation of food tourism after watching TV programs that contained about famous foods and restaurants. First, the effect of TV program viewing motivation on the reliability and satisfaction was investigated. Second, the effect of the reliability and satisfaction of TV program on the visit intention was examined. The collected data were analysed by using frequency analysis, factor analysis, and regression analysis. The results showed that there were significant effects of viewing motivation of TV program on the reliability. However, TV program viewing motivation had only a partial significant effect on the satisfaction. Also, there was a significant effect of the reliability and satisfaction of TV program on the visit intention of food tourism. Based on the results, the study suggests that there is a need to provide reliable information by TV programs which can provide a better satisfaction of the increasing demand for the potential and existing food tourists.
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