近郊地區活動場域與目標客群對活動吸引力之影響研究：以森遊食光活動為例

Abstract

中文摘要 隨著戶外休閒風氣興起，活動型態逐漸多元，但多數大型活動仍集中於交通便利的都會地區，使近郊山林場域在活動推廣與參與意願上相對弱勢。本研究以臺中新社恩地生態園區舉辦之戶外活動「森遊食光」為研究對象，探討近郊山林活動在地點相對不利的情況下，如何透過明確的目標客群設定與行銷策略規劃，提升活動吸引力與參與成效，作為未來近郊或偏鄉活動規劃之參考依據。 本次研究過程以分析為核心，運用SWOT分析檢視活動之內外部環境，並結合AIDA與STP理論，進行目標市場區隔、定位與宣傳策略設計。在實務執行上 ，以Instagram作為主要行銷平台，透過貼文、短影音與限時動態進行活動宣傳與互動，同時實際舉辦兩場戶外活動，蒐集社群數據與活動參與成果，作為分析依據。 研究結果顯示，對戶外自然活動具有高度興趣的族群，對近郊山林場域之交通不便並未產生顯著抗拒，活動內容是否能回應其療癒、放鬆與人際互動需求，才是影響參與意願的關鍵因素。此外，手作體驗活動如香氛蠟燭與咖啡課程，對目標客群具有高度吸引力，能有效提升整體活動滿意度與參與體驗。研究結論指出，只要透過清楚的目標客群定位、強化自然場域價值及有效的社群行銷溝通，近郊山林活動仍具備良好的發展潛力與應用價值。 Abstract

With the growing popularity of outdoor leisure activities, recreational formats have become increasingly diverse. However, most large-scale events remain concentrated in urban areas with convenient transportation, placing suburban forest environments at a relative disadvantage in terms of event promotion and participation willingness. This study takes the outdoor event “Senyou picnic ” held at Endi Ecological Park in Xinshe District, Taichung, as its research subject. It explores how suburban forest activities, despite locational disadvantages, can enhance their attractiveness and participation outcomes through clear target audience identification and strategic marketing planning, providing a reference for future event planning in suburban or rural areas. This study adopts an analytical approach as its core methodology. A SWOT analysis was used to examine the internal and external environments of the event, combined with AIDA and STP theories to conduct market segmentation, targeting, positioning, and promotional strategy design. In practical implementation, Instagram served as the primary marketing platform, utilizing posts, short videos, and stories for event promotion and audience engagement. Two outdoor events were conducted, and social media data along with participation outcomes were collected as the basis for analysis. The results indicate that audiences with a strong interest in outdoor and nature-based activities do not exhibit significant resistance to transportation inconvenience in suburban forest settings. Instead, the key factors influencing participation willingness are whether the event content addresses their needs for relaxation, emotional healing, and interpersonal interaction. Furthermore, hands-on experiential activities, such as scented candle crafting and coffee workshops, demonstrate high appeal to the target audience, effectively enhancing overall satisfaction and participation experience. The study concludes that with clear target audience positioning, strengthened emphasis on the value of natural environments, and effective social media marketing communication, suburban forest activities possess considerable development potential and practical applicability.