Abstract

Freeway service areas (FSA) provide a variety of services for road users, but these services in some cases do not guarantee the satisfaction of road users. Understanding the factors that affect the satisfaction of FSA is crucial for transportation and tourism-related departments. This paper uses a structural equation model (SEM) to examine the relationships between geographical location, routine function and satisfaction with FSA, in the context of six representative FSAs in Shaanxi province, China. The samples are divided into three clusters to investigate the sensitivity of tourists with different travel demands to the above relationship. In addition, the ordered logit model is used to verify the results of SEM and analyze the influencing factors of FSA satisfaction. Results indicate that increasing attraction levels of transport and tourism are considered to be the key determinants in improving the satisfaction with FSA, and policies and suggestions should meet tourists' different demands. Undifferentiated policies, while useful to help improve satisfaction with FSA, may have a negative impact on some certain groups, such as those on an official business trip. This study provides theoretical and practical insights into how relevant departments and organizations with respect to transport and tourism formulate strategies for the construction and sustainable development of FSA.