全臺的森林遊樂區計有23處，其中溪頭自然教育區是目前臺灣最受歡迎的森林遊樂區，近年來每當假日停車位不足以及塞車的狀況早已是溪頭的常態，大量的遊客在短時間內湧入對於自然資源及設施恐會造成一定程度的衝擊與破壞。因此園區進行星光票優惠試辦，凡於每日下午3時後得購買半票入園之優惠措施，期達到遊客到訪分時分流的效果，此措施亦是全臺森林園區的首創。本研究為探討新票種推出所產生的策略效益，以便利抽樣方式進行不記名問卷調查，共調查629份問卷，80.4%的受訪者表示星光票的票價是合理的，高達92.4%的受訪者傾向願意再利用星光票優惠到訪溪頭，95.5%的受訪者傾向願意將星光票優惠的資訊告訴親朋好友，顯示星光票的推出可獲得遊客的喜愛與肯定。透過遊客人數的變化分析顯示，遊客下午出遊到訪溪頭的人數確有因實施星光票而所增加，在星光票遊客分流的效益提升了約1.6%。另本研究發現有73.3%的受訪者是到達售票處才知道有星光票優惠，因此建議園方可持續加強星光票的行銷與宣傳，使星光票效益充分發揮。在COVID-19疫情時代，保持社交距離的觀念受到國人所重視，星光票的推出或許亦是後疫情時代兼顧經濟和社會的一種新的防疫營銷策略。

There are 23 forest recreation areas in Taiwan, among which the Xitou Nature Education Area is currently the most popular forest park area. However, a lack of parking lots and traffic congestion have become a norm in Xitou during holidays. A large number of visitors flooded the park within a short period of time, leading to tremendous negative impacts and some damage to natural resources and park facilities. In order to resolve this, the park has implemented a trial ticketing program that offers afternoon tickets. Visitors can purchase discounted tickets at half the original price after 3 pm every day during the trial period. The trial plan is unprecedented in Taiwan's park history and expects to divert visitors for a better visitor experience and park management. This study aims to investigate the strategic benefits generated by the introduction of a new type of afternoon ticket. An anonymous questionnaire survey was conducted using convenience sampling. A total of 629 valid responses were collected. The study findings suggested that 80.4% of respondents considered the price of the afternoon ticket to be reasonable, and a high percentage of them (92.4%) expressed willingness to utilize the ticket again to visit the forest recreation area. In addition, 95.5% of participants expressed their willingness to share the information about the afternoon ticket with their friends and family, indicating that the introduction of afternoon tickets was well received and acknowledged by the visitors. The study further analyzed the change in the number of visitors and discovered that the total afternoon visits to Xitou Nature Education Area had increased by 1.6%. However, 73.3% of survey participants were not aware of the new ticketing promotion until they arrived at the park, suggesting that the forest recreation park should continue to strengthen its marketing and promotion to maximize the benefits of the afternoon ticket. In the era of the COVID-19 pandemic, where social distancing is important, the newly introduced ticketing program may be seen as a new marketing strategy that addresses both economic growth and social cohesion in the post-pandemic future.