高速公路服務區發展現況之探討－以第二高速公路為例

Exploration on the Development of Service Sections on the Highway-Taking No.2 Highway as an Example

徐欽賢(Chin-Hsien Hsu) ； 林國祥(Kuo-Hsiang Lin)

《運動休閒管理學報》 2卷1期 (2005/06) Pp. 118-132

https://doi.org/10.6214/JSRM.200506_2(1).0008

摘要

近年來，由於週休二日制的實施，國人越來越重視休閒生活，因而帶動觀光休閒產業的發展，國道高速公路服務區，尤其以第二高速公路為例，均紛紛朝向觀光、休閒角度設計，儼然已發展成為「道路休閒」的新景點；國道高速公路向來是國內重要的交通要道，未來更將構成一完整的環島高（快）速路網，國人使用高速公路頻率勢必增加，而服務區也將扮演著相當重要的角色，由於所帶來的龐大商機，其經營權也使國內企業或財團爭相搶食這塊大餅。鑑於以往以「營利導向」的失敗經驗，目前均改採以「服務導向」的方式，由於服務品質的提昇，使得遊客的滿意度均較以往提高。本研究係針對第二高速公路古坑、東山及關廟三個服務區之經營概況、內部人事組織、設置地點、目標市場、行銷策略、未來發展趨勢採質性研究，以瞭解目前各服務區營運現況及未來發展，並分析其優、缺點提出建議，以將研究結果提供相關單位或廠商作為日後營運之參考。

關鍵字

高速公路服務區 ； 第二高速公路 ； 道路休閒

並列摘要

In recent years, because of the implementation of the two-day holiday for each week, people begin to pay more attention to entertainment, which leads to the development of sightseeing industry. The service sections on the national highway, especially those on No.2 highway, are designed for sightseeing and entertainment one after another, which is just like a new scenic spot of ”road entertainment”. The national highway has always been an important communication line, and will be part of the future rotary island network, therefore the frequency of people's using the highway will certainly increase, which will further lead to the greater role played by the service sections. Because of the great business opportunity brought about, domestic enterprises or financial groups vie with each other in seizing its operation right. In view of the previous failure which was profit oriented, the present operation mode is serving oriented. Because of the improvement in service quality, visitors' satisfaction degree increases accordingly. This paper makes a study on the operation situation, internal personnel organization, setting location, target market, sales strategies and future development trend of the Gaofukang, Dongshan and Guanmiao service sections on South 2 Highway, with the purpose of getting a general knowledge of each section's present operation situation and future development. Both advantages and disadvantages are analyzed, and suggestions are put forward to provide the research results for relevant enterprises or factories as operation reference.

並列關鍵字

service sections on the national highway ； No.2 highway ； road entertainment