A Study On The Development Of "Service Area + Tourism" On Expressways In Fujian Province Based On The Perspective Of Transportation And Tourism Integration

Currently,highways in various provinces across the country are carrying out the integrated development of "service area+tourism".Through actively exploring the upgrading and transformation of hardware facilities,to restructuring the business format of highway service areas,gradually increasing tourism service functions,and exploring the development of service areas into tourism destinations.The integrated development of "service area+tourism" in Fujian Province’s expressways has gradually entered the first echelon in the country,but a set of replicable and promotable experiences has not yet been formed on key issues such as the integration mode,business development,product design,and supporting countermeasures.Therefore,this paper takes the "service area+tourism" of Fujian expressway as the research object,and takes improving the integrated development quality level of "service area+tourism" as the starting point.Combining qualitative research with quantitative research,through research and comprehensive analysis,this paper puts forward some ideas and opinions on the integrated development of "service area+tourism" of expressway.The specific content is as follows:Firstly,by reviewing the policies and measures of the country and provinces on the integration of transportation and tourism,and conducting on-site research and text analysis in service areas such as Jiangsu,Zhejiang,and Chongqing,the research status and typical cases of "transportation and tourism integration,highway service areas,service areas+tourism" at home and abroad were comprehensively analyzed,and the concept and positioning of "service areas+tourism" were further clarified;Secondly,through a questionnaire survey on the satisfaction of commuters and passengers with "service area+tourism",and through reliability,validity,and descriptive analysis,as well as interviews with leaders and experts from relevant departments in Fujian Province,as well as domestic and foreign experts on the integration of tourism highways and transportation tourism,it is concluded that there are problems in the development of "service area+tourism",as well as three "service area+tourism" models,including window type,entrance type,and export type,for Fujian highways,Summarize the list of business types,product lists,and key points for improvement in architecture and landscape of the three "service area+tourism" models,and propose corresponding supporting policies from key bottlenecks such as policies,standards,land funds,and marketing;Finally,on the basis of the conclusions drawn from questionnaires and interviews,taking Mount Wuyi service area+tourism new round of upgrading and transformation as an example,through personal field research and participation in planning,the paper combed out the support and basic conditions of Mount Wuyi service area+tourism,and concluded the functional positioning,business product development and tourism marketing strategies for integrated development and upgrading.Through this study,it is concluded that the development of "service area+tourism" must expand personalized and diversified service functions according to user needs,enrich and innovate service area formats,products,architectural design,service quality,etc.This study aims to provide technical reference and engineering demonstration for the construction of the "service area+tourism" project in Fujian Province and even the whole country,and promote the further improvement of the "transportation+tourism" integration system in Fujian Province and even the whole country...