A study on users' characteristics and selection factors of the highway service areas

In recent years, the concept of highway service areas is developing from simple resting areas to areas of prospective economic growth by providing various services related to neighboring tourist destinations. The concept of a multi-purpose highway service area was introduced in Japan in 1990. Currently, there are 26 Highway Oases which have been institutionalized as the central business in regional areas and have a significant contribution to help revive regional economies. This study analyzes the surveys of 417 users of 4 highway service areas in Korea. The results from the surveys are used to determine the characteristics which have the most influence in users’ selection of highway service areas. According to the results of the survey of, it was determined that 65.3% of the total variables categorized into 3 main factors. The most considered Factor-1 is the appropriate condition of the location (easy access, service area scale, scenery). Factor-2 is appropriate facilities, (diversity of the menu, restaurant atmosphere), and finally Factor-3 is the quality of sales (local products, sale of goods).