고속도로 휴게소의 매출액과 선행요인 간의 영향관계에 관한 탐색적 연구

Like any business, expressway rest areas are driven by the intense pressureto boost sales. To provide useful implications for these businesses, we need to first identify the factors that may influence their revenues and examine the impact of these factors. This research is an exploratory investigation of the causal relationships between the revenues of Korean expressway rest areas and their antecedents. The purposes of this study is to examine strategic resources of rest areas as outsourced businesses and analyze the impact of such strategies on the revenues. To accomplish the research objectives, we gathered revenue data from 178 Korean expressway rest areas for the year 2014, and conducted a regression analysis to examine the causal relationships between the revenues and their antecedents. The findings indicate that expressway rest area revenues are influenced by various geographical, operational, marketing, and service factors. Furthermore, the increase in rest area revenues necessitates raises in vehicle influx rate, parking lot size, and service quality. We offer implications for academics as well as practitioners based on the findings.