• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.5
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• pp.77-90
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• 2016

This study is to examine the importance of site selection and service quality in franchise business as food service franchise became one of the fastest-growing service industries today. The chief finding of this study is as follows: First, a survey in locational and service quality factors affecting food service franchise shows that responders are more concerned with hygiene and visibility of the store than proximity and transportation advantages which reflects low statistical significance, thus the distance did not seem to be a big problem for the responders in the context that they mostly visit nearby food franchise. Second, the examination of the influence by the service quality factors and customer satisfaction shows significant positive relation with customer response, speed and accuracy, and accuracy factors which reveals that the responders prefer prompt response and swift judgment toward the customer's needs and expectations, professional knowledge services to the credibility factors in which little correlation with the customer satisfaction were found. Third, the examination of the influence by the service quality factors, locational factors, and re-visit reveals that customer response and specialty showed statistically significant correlation with intention of WOM (Word of Mouth) and revisit, which suggests that swift judgment and response toward the customer's needs and expectations, professional knowledge services is of great importance to both customer satisfaction and revisit. The study on the aspects of locational and service quality factors affecting franchise industry's customer satisfaction was conducted as above, an investigation in both factors' influence on the customer satisfaction was made, and based on the results of the analysis, this research seeks an optimal operation strategy of a franchise business. Food service franchise are relatively very competent to business adminstration and reaction capability to consumption changes due to the already established market, and there are stores springing up everywhere inspired by the founders who are too confident of their success in the franchise business. However, it is necessary for the franchise beginners to figure out a zone oriented, regular customer oriented business strategy than just complying with the head office manual. Owing to an increasing trend of opening medium to large sized stores and investments in the wake of converting to multiple business type Korean food franchise, there is growing need to set up new concept of store development and operational management strategy in order to overcome the excessive competition and limited sales volume of the old-fashioned small sized, small capital franchise stores. Furthermore, as most business category of food service franchise serve very similar menus, from a product differentiation point of view, it is required to map out flexible sales concept including the adoption of competitive and low-price strategy. In conclusion, as is shown in the analytical research, the customers' optimal choice fluctuate over their preferences like customer convenience and circumstances rather than insisting on specific brand, thus it will be necessary for the franchise stores to draw up aggressive strategy and planning in running food service franchise to maximize their profits.

• Korean Journal of Environment and Ecology
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• v.26 no.6
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• pp.892-901
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• 2012

The purpose of this research was to analyze fish fauna, distribution patterns, and fish community structures in the Juksan-Weir regions of upper weir(R-UW) and lower weir(R-LW), which was constructed in 2011 on Yeongsan River watershed. Our outcomes will provide valuable information in the impact analysis of weir constructions next decades, even if the current research is limited to distributions and fauna studies of fishes. The fishes observed were 8 family and 30 species in all the sites, and the number of the species in the regions of R-UW and R-LW was 23(938 individuals) and 27(1,680 individuals), respectively, indicating greater abundance in the lower region of Juksan-Weir. Most dominant species was Opsarichthys uncirostris amurensis with relative abundance of 42%, and this species had greater abundance in the R-LW(49%) than in the R-UW(30%). Coilia nasus, was the migratory fish sampled in this region and had no differences of abundance between the two regions. The extic species observed were Carassius cuvieri, Lepomis macrochirus, and Micropterus salmoides. The two formers of Carassius cuvieri(1.2%) and Lepomis macrochirus(3.7%) dominated in the R-UW, whereas Micropterus salmoides had greater dominance in the region of R-LW. According to tolerance guild analysis, the proportion of sensitive species ranged from 0.4 to 0.5%, and that of tolerant species ranged from 65% to 70%, implying a severe pollution of nutrients and organic matters in the water body. In the mean time, according to trophic guild analysis, the proportion of carnivores(57 - 77%) was evidently higher than that of insectivores(10 - 20%), indicating a dominance of the carnivores. Especially, high abundance of the bass, exotic species, may disturb the fish overall food chain, so the efficient ecosystem management may be required for the conservation of endemic species. When we examined fish data files of last 60 years, the species of Culter brevicauda, designated as endangered species, was observed firstly in our research area and the total number was 5 individuals(0.2% of the total). So, this region observed should be conserved as a protection zone and further monitoring studies should be done in the future.

• Journal of Korean Society of Forest Science
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• v.101 no.3
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• pp.333-343
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• 2012

In-stream large wood (LW) has a critical impact on the geomorphic characteristics relevant to ecosystem management and disaster prevention, yet relatively little is known about variations in its dynamics and subsequent export on the watershed-scale perspective in Korea. Here we review variations in the dynamics and subsequent export of LW as a function of stream size, which is appropriate for Korean mountain streams. In upstream channels with narrow bankfull widths and low stream discharges, a massive amount of LW, resulting from forest dynamics and hillslope processes, may persist for several decades on valley floor. These pieces, however, are eventually transported during infrequent debris flows from small tributaries, as well as peak hydrology in main-stem channels. During the transport, these pieces suffer fragmentation caused by frictions with boulders, and stream bank and bed. Although infrequent, these events can be dominant processes in the export of significant amounts of LW from upstream channel networks. In downstream channels with wide bankfull widths and high stream discharges, LW is dominantly recruited by forest dynamics and bank erosion only at locations where the channel is adjacent to mature riparian forests. With the LW pieces that are supplied from the upstream, these pieces are continuously transported downstream during rainfall events. This leads to further fragmentation of the LW pieces, which increases their transportability. With decreasing stream-bed slope, these floated LW pieces, however, can be stored and form logjams at various depositional sites, which were developed by interaction between channel forms and floodplains. These pieces may decay for decades and be subsequently transported as particulate or dissolved organic materials, resulting in the limitation of LW fluvial export from the systems. However, in Korea, such depositional sites were developed in the extremely limited streams with a large dimension and no flood history for decades, and thus it does not be expected that the reduction of LW export amount, which can be caused by the long-term storage. Our review presents a generalized view of LW processing and is relevant to ecosystem management and disaster prevention for Korean mountain streams.

• Korean Journal of Ecology and Environment
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• v.48 no.4
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• pp.219-228
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• 2015

To secure water resources, dams are normally constructed on the upper - middle part of streams, and it generates physical disturbances such as habitat alteration and stream fragmentation. Such construction can restrict movement of aquatic organisms, especially for freshwater fish which is one of top predator in aquatic ecosystem, and cause genetic fragmentation and community change. In this study, to investigate impact of habitat alteration after dam construction on freshwater fish, we monitored fish community changes, and compared fish fauna between dam reservoir and inflows. Additionally, movement characteristics and habitat boundaries of four species were identified by radio telemetry method. The study was conducted in the Gunwi Dam which was constructed in December 2010. Radio telemetry was applied to Pungtungia herzi, Zacco platypus (living lotic and lentic), Silurus asotus (lentic preferred species) and Zacco koreanus (lotic preferred species). The number of species was remarkably decreased (4 family, 10 species) comparing with before the dam construction (7 family, 15 species). Specifically, Coreoleuciscus splendidus, Niwaella multifasciata, Liobagrus mediadiposalis, Coreoperca herzi and Odontobutis platycephala that inhabit in the lotic environment were not collected in the study area. A total of 8 species were caught in both the dam reservoir and tributaries except 2 species (C. auratus and S. asotus). Sorenson's similarity between the reservoir and its tributaries was high (0.842). All of the radio tagged species stayed in the reservoir except S. asotus which moved to the tributary. These species mainly utilized the shallow littoral zone as a habitat. These results could be useful as a baseline data for efficient management of fishes in lakes.

• Journal of the Korean association of regional geographers
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• v.12 no.4
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• pp.449-460
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• 2006

This study aims to analyze distribution of natural lakes including lagoonal lake(lagoon) and tributary dammed lake(tributary lake) and calculate the size, morphology in order to interpret time-serial change of lakes using methodology of remote sensing images(1990s), GIS and topographic maps(1920s) in east coast of Korean Peninsular. Analysis results show that in 1990s, there are 57 natural lakes, with the total size of $75.62km^2$ over size $0.01km^2$. marine-origin lagoons are 48 with total size of $64.85km^2$, composing 85% of total natural lake, and the largest lagoon is Beonpo in Raseon City. Tributary lakes have been formed by damming of tributary channels by fluvial sand bars from main stream, located nearby at coastal zone, similar to lagoon sites. Large tributary lake, Jangyeonho, is developed in lava plateau dissection valley of Eorang Gun, Hamnam Province. There are more distributed at Duman River mouth$\sim$Cheongjin City, Heungnam City$\sim$Hodo Peninsular and Anbyeon Gun$\sim$Gangreung City. Geomorphometrically, correlation of size to circumference is very high, but correlation of size to shape irregularity is very low. The direction of lagoonal coast, NW-SE and NE-SW are predominated due to direction of tectonic structure and longshore currents. The length of the river into lake are generally short, maximum under 15km, and lake size is smaller, degree of size decreasing is higher. Geomorphic patterns of the lake location are classified as coast-hill range, coastal plain, coastal plain-channel valley, coastal plain-hill range and channel valley-hill range. During from 1920s to 1990s, change with lake size decreasing is highest at coastal plain-channel valley, next is coastal plain. Causes of the size decreasing are fluvial deposition from upper rivers and human impacts such as reclamation.

• Korean Journal of Environment and Ecology
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• v.35 no.5
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• pp.438-479
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• 2021

Basic information such as flora and their distribution are the key factors to consider for preserving plant diversity on a regional level. The number of plant species identified through a survey is closely related to the survey area and the number of habitats distributed within the survey area. In this study, we surveyed the flora of Mt. Maryong-san (PH) and Mt. Daeso-san (YH) located in Uljin-gun, Gyeongsangbuk-do, six and nine times, respectively. We planned to include a variety of habitats in the survey routes. As a result, we identified a total of 594 taxa composing of 112 families, 349 genera, 548 species, 10 subspecies, 34 varieties, and 2 formulas in the Mt. Maryong-san (PH) area and a total of 434 taxa composing of 89 families, 270 genera, 400 species, 9 subspecies, and 25 varieties in the Mt. Daeso-san (YH) area. Of the plants observed in the 21 habitats, the plants distributed in the transition zone around the valley and the dry grassland accounted for the highest proportion. The traditional graveyards located on the coast also served as the major habitat for the distribution of some plant species. In the two graveyards, 19 taxa of endemic plant species were surveyed. Moreover, the identified floristic target species included 1 taxon for grade V, 11 taxa for grade IV, and 24 taxa for grade III. A total of 77 taxa of naturalized plants were identified, and four of them were invasive alien plants as designated by the Ministry of Environment. The differences in the plants distributed in the area of Mt. Maryong-san (PH) and Mt. Daeso-san (YH) were mainly due to the difference in the size of each habitat distributed within the survey area. Moreover, it was judged that the entire vicinity of Mt. Daeso-san (YH) was not connected to the surrounding mountains and was an isolated area surrounded by farmland and residential areas.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.2
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• pp.19-34
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• 2021

The government budget for promoting startup have been skyrocketed as catching up with increasing demands for high-tech startup by disruptive innovation resulted from rapid technology change. However, major trend of startup have still fallen on self-employed type of startup due to the lack of expertise and fund in spite of desperate government policy efforts. In reality, the access to high-tech startup has been very limited and too high huddle to would-be entrepreneur. This paper implement empirical analysis on the effects of entrepreneur competency and satisfaction level to government support, considering these as the KSF for the growth and success of high-tech startup, to the performance of the company. In particular, it focus on defining unique characteristics of high-tech startup through differential proving by the backgrounds of entrepreneur such as major, R&D experience, patent possession, CTO possession. This research carry out survey to 217 entrepreneurs in high-tech company in Daejon and Daegue at R&D Special Innopolis Zone. Research results are as follow. First, entrepreneurial achievement competencies, conceptualization competencies, network competencies and market recognition competencies positively affect the financial and non-financial performance and organizational and technical competencies, while organizational and technological competencies only positively impact on non-financial performance. Second, the satisfaction level of government support showed a positive moderating effect on entrepreneurial achievement competencies and financial performance, while no significant effect in other competencies. Third, positive differential effect by the technological background of entrepreneur such as Major, R&D experience, patent possession, CTO possession) have been confirmed. This paper deliver several significant implications and contributions, First, it propose classified and systematized entrepreneur competency through the domestic and foreign literature reviews. Second, it proves the need for the wider spread of team based startup culture rather then sole startup. Third, it also proves the important role of technological background of entrepreneur among the characteristics of high-tech startup.

• Journal of Bio-Environment Control
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• v.32 no.4
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• pp.278-284
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• 2023

Recently, a closed-type plant factory has been receiving attention as a advanced agricultural method. It has diverse advantages such as climate-independence, high productivity and stable year-round production. However, high energy cost caused by environmental control system is considered as a challenges of a closed-type plant factory. In order to reduce the energy cost, investigation about energy load which is directly connected to energy consumption needs to be conducted. In this study, energy load changes of a plant factory have been analytically analyzed according to the environmental changes. The target plant factory was a lettuce growing container farm. Firstly, the impact of photoperiod, set temperature and relative humidity change were examined. Under the climate condition of Daejeon in South Korea, increase of photoperiod and set temperature rose a yearly energy demand of a container farm. However, increase of set relative humidity decreased a yearly energy demand. Secondly, the climate environment effect was compared by investigating the energy demand under 9 different climate conditions. As a result, the difference between maximum and minimum value of the yearly energy demand showed 21.7%. Lastly, sensitivity analysis of each parameter (photoperiod, set temperature and relative humidity) has been suggested under 3 different climate conditions. The ratio of heating and cooling demand was varied depending on the climate, so the effect of each parameter became different.

• Asia Marketing Journal
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• v.12 no.4
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• pp.55-78
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• 2011

Recently strategic alliance between business firms has become prevalent to overcome increasing competitive threats and to supplement resource limitation of individual firms. As one of allianced sales promotion activities, a new type of discount program, so called "Alliance Card Discount", is introduced with the partnership of credit cards and loyalty cards. The program mainly pursues short-term sales growth by larger discount scheme while spends less through cost share among alliance partners. Thus this program can be regarded as cost efficient discount promotion. But because there is no solid evidence that it can really deliver profitable sales growth, an empirical study for its effects on sales and profit should be conducted. This study has two basic research questions concerning the effects of allianced discount program ; 1)the possibility of sales increase 2) the profitability of the discount driven sales. In F&B industry, sales increase mainly comes from increased guest count. Especially in family restaurants, to increase the number of guests we need to enlarge the size of visitor group (number of visitors for one group) because customers visit by group in a special occasion. And because they pay the bill by group(table), the increase of sales per table is a key measure for sales improvement. The past researches for price & discount sensitivity and reference discount rate explain that price sensitive consumers have narrow reference discount zone and make rational purchase decision. Differently from all time discount scheme of regular sales promotions, the alliance card discount program only provides the right to get discount like discount coupon. And because it is usually once a month opportunity given by the past month usage level, customers tend to perceive alliance card discount as a rare chance to get. So that we can expect customers try to maximize the discount effect when they use the limited discount opportunity. Considering group visiting practice and low visit frequency of family restaurants, the way to maximize discount effect should be the increase the size of visit group. And their sensitivity to discount and rational consumption behavior defer the additional spending for ordering high price menu, even though they get considerable amount of savings from the discount. From the analysis of sales data paid by alliance discount cards for four months, we found the below. 1) The relation between discount rate and number of guest per table is positive : 25% discount results one additional guest 2) The relation between discount rate and the spending per guest is negative. 3) However, total profit amount per table is increased when discount rate is increased. 4) Reward point accumulation & redemption did not show any significant relationship with the increase of number of guests. These results suggest that the allianced discount program substantially contributes to sales increase and profit improvement by increasing the number of guests per table. Though the spending per guest is decreased by discount rate increase, the total amount of profit per table is improved. It seems the incremental profit by increased guest count offsets the profit decrease. Additional intriguing finding is the point reward system does not have any significant impact on the increase of number of guest, even if the point accumulation & redemption of loyalty program are usually regarded as another saving offers by customers. In sum, because it is proved that allianced discount program with credit cards and loyalty cards is effective to both sales drive and profit increase, the alliance card program could be recommended as strategically buyable program.

• Proceedings of the KOR-KST Conference
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• 1995.02a
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• pp.101-113
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• 1995

The objective of this research is to test the feasibility of developing a statewide truck traffic forecasting methodology for Wisconsin by using Origin-Destination surveys, traffic counts, classification counts, and other data that are routinely collected by the Wisconsin Department of Transportation (WisDOT). Development of a feasible model will permit estimation of future truck traffic for every major link in the network. This will provide the basis for improved estimation of future pavement deterioration. Pavement damage rises exponentially as axle weight increases, and trucks are responsible for most of the traffic-induced damage to pavement. Consequently, forecasts of truck traffic are critical to pavement management systems. The pavement Management Decision Supporting System (PMDSS) prepared by WisDOT in May 1990 combines pavement inventory and performance data with a knowledge base consisting of rules for evaluation, problem identification and rehabilitation recommendation. Without a r.easonable truck traffic forecasting methodology, PMDSS is not able to project pavement performance trends in order to make assessment and recommendations in the future years. However, none of WisDOT's existing forecasting methodologies has been designed specifically for predicting truck movements on a statewide highway network. For this research, the Origin-Destination survey data avaiiable from WisDOT, including two stateline areas, one county, and five cities, are analyzed and the zone-to'||'&'||'not;zone truck trip tables are developed. The resulting Origin-Destination Trip Length Frequency (00 TLF) distributions by trip type are applied to the Gravity Model (GM) for comparison with comparable TLFs from the GM. The gravity model is calibrated to obtain friction factor curves for the three trip types, Internal-Internal (I-I), Internal-External (I-E), and External-External (E-E). ~oth "macro-scale" calibration and "micro-scale" calibration are performed. The comparison of the statewide GM TLF with the 00 TLF for the macro-scale calibration does not provide suitable results because the available 00 survey data do not represent an unbiased sample of statewide truck trips. For the "micro-scale" calibration, "partial" GM trip tables that correspond to the 00 survey trip tables are extracted from the full statewide GM trip table. These "partial" GM trip tables are then merged and a partial GM TLF is created. The GM friction factor curves are adjusted until the partial GM TLF matches the 00 TLF. Three friction factor curves, one for each trip type, resulting from the micro-scale calibration produce a reasonable GM truck trip model. A key methodological issue for GM. calibration involves the use of multiple friction factor curves versus a single friction factor curve for each trip type in order to estimate truck trips with reasonable accuracy. A single friction factor curve for each of the three trip types was found to reproduce the 00 TLFs from the calibration data base. Given the very limited trip generation data available for this research, additional refinement of the gravity model using multiple mction factor curves for each trip type was not warranted. In the traditional urban transportation planning studies, the zonal trip productions and attractions and region-wide OD TLFs are available. However, for this research, the information available for the development .of the GM model is limited to Ground Counts (GC) and a limited set ofOD TLFs. The GM is calibrated using the limited OD data, but the OD data are not adequate to obtain good estimates of truck trip productions and attractions .. Consequently, zonal productions and attractions are estimated using zonal population as a first approximation. Then, Selected Link based (SELINK) analyses are used to adjust the productions and attractions and possibly recalibrate the GM. The SELINK adjustment process involves identifying the origins and destinations of all truck trips that are assigned to a specified "selected link" as the result of a standard traffic assignment. A link adjustment factor is computed as the ratio of the actual volume for the link (ground count) to the total assigned volume. This link adjustment factor is then applied to all of the origin and destination zones of the trips using that "selected link". Selected link based analyses are conducted by using both 16 selected links and 32 selected links. The result of SELINK analysis by u~ing 32 selected links provides the least %RMSE in the screenline volume analysis. In addition, the stability of the GM truck estimating model is preserved by using 32 selected links with three SELINK adjustments, that is, the GM remains calibrated despite substantial changes in the input productions and attractions. The coverage of zones provided by 32 selected links is satisfactory. Increasing the number of repetitions beyond four is not reasonable because the stability of GM model in reproducing the OD TLF reaches its limits. The total volume of truck traffic captured by 32 selected links is 107% of total trip productions. But more importantly, ~ELINK adjustment factors for all of the zones can be computed. Evaluation of the travel demand model resulting from the SELINK adjustments is conducted by using screenline volume analysis, functional class and route specific volume analysis, area specific volume analysis, production and attraction analysis, and Vehicle Miles of Travel (VMT) analysis. Screenline volume analysis by using four screenlines with 28 check points are used for evaluation of the adequacy of the overall model. The total trucks crossing the screenlines are compared to the ground count totals. L V/GC ratios of 0.958 by using 32 selected links and 1.001 by using 16 selected links are obtained. The %RM:SE for the four screenlines is inversely proportional to the average ground count totals by screenline .. The magnitude of %RM:SE for the four screenlines resulting from the fourth and last GM run by using 32 and 16 selected links is 22% and 31 % respectively. These results are similar to the overall %RMSE achieved for the 32 and 16 selected links themselves of 19% and 33% respectively. This implies that the SELINICanalysis results are reasonable for all sections of the state.Functional class and route specific volume analysis is possible by using the available 154 classification count check points. The truck traffic crossing the Interstate highways (ISH) with 37 check points, the US highways (USH) with 50 check points, and the State highways (STH) with 67 check points is compared to the actual ground count totals. The magnitude of the overall link volume to ground count ratio by route does not provide any specific pattern of over or underestimate. However, the %R11SE for the ISH shows the least value while that for the STH shows the largest value. This pattern is consistent with the screenline analysis and the overall relationship between %RMSE and ground count volume groups. Area specific volume analysis provides another broad statewide measure of the performance of the overall model. The truck traffic in the North area with 26 check points, the West area with 36 check points, the East area with 29 check points, and the South area with 64 check points are compared to the actual ground count totals. The four areas show similar results. No specific patterns in the L V/GC ratio by area are found. In addition, the %RMSE is computed for each of the four areas. The %RMSEs for the North, West, East, and South areas are 92%, 49%, 27%, and 35% respectively, whereas, the average ground counts are 481, 1383, 1532, and 3154 respectively. As for the screenline and volume range analyses, the %RMSE is inversely related to average link volume. 'The SELINK adjustments of productions and attractions resulted in a very substantial reduction in the total in-state zonal productions and attractions. The initial in-state zonal trip generation model can now be revised with a new trip production's trip rate (total adjusted productions/total population) and a new trip attraction's trip rate. Revised zonal production and attraction adjustment factors can then be developed that only reflect the impact of the SELINK adjustments that cause mcreases or , decreases from the revised zonal estimate of productions and attractions. Analysis of the revised production adjustment factors is conducted by plotting the factors on the state map. The east area of the state including the counties of Brown, Outagamie, Shawano, Wmnebago, Fond du Lac, Marathon shows comparatively large values of the revised adjustment factors. Overall, both small and large values of the revised adjustment factors are scattered around Wisconsin. This suggests that more independent variables beyond just 226; population are needed for the development of the heavy truck trip generation model. More independent variables including zonal employment data (office employees and manufacturing employees) by industry type, zonal private trucks 226; owned and zonal income data which are not available currently should be considered. A plot of frequency distribution of the in-state zones as a function of the revised production and attraction adjustment factors shows the overall " adjustment resulting from the SELINK analysis process. Overall, the revised SELINK adjustments show that the productions for many zones are reduced by, a factor of 0.5 to 0.8 while the productions for ~ relatively few zones are increased by factors from 1.1 to 4 with most of the factors in the 3.0 range. No obvious explanation for the frequency distribution could be found. The revised SELINK adjustments overall appear to be reasonable. The heavy truck VMT analysis is conducted by comparing the 1990 heavy truck VMT that is forecasted by the GM truck forecasting model, 2.975 billions, with the WisDOT computed data. This gives an estimate that is 18.3% less than the WisDOT computation of 3.642 billions of VMT. The WisDOT estimates are based on the sampling the link volumes for USH, 8TH, and CTH. This implies potential error in sampling the average link volume. The WisDOT estimate of heavy truck VMT cannot be tabulated by the three trip types, I-I, I-E ('||'&'||'pound;-I), and E-E. In contrast, the GM forecasting model shows that the proportion ofE-E VMT out of total VMT is 21.24%. In addition, tabulation of heavy truck VMT by route functional class shows that the proportion of truck traffic traversing the freeways and expressways is 76.5%. Only 14.1% of total freeway truck traffic is I-I trips, while 80% of total collector truck traffic is I-I trips. This implies that freeways are traversed mainly by I-E and E-E truck traffic while collectors are used mainly by I-I truck traffic. Other tabulations such as average heavy truck speed by trip type, average travel distance by trip type and the VMT distribution by trip type, route functional class and travel speed are useful information for highway planners to understand the characteristics of statewide heavy truck trip patternS. Heavy truck volumes for the target year 2010 are forecasted by using the GM truck forecasting model. Four scenarios are used. Fo~ better forecasting, ground count- based segment adjustment factors are developed and applied. ISH 90 '||'&'||' 94 and USH 41 are used as example routes. The forecasting results by using the ground count-based segment adjustment factors are satisfactory for long range planning purposes, but additional ground counts would be useful for USH 41. Sensitivity analysis provides estimates of the impacts of the alternative growth rates including information about changes in the trip types using key routes. The network'||'&'||'not;based GMcan easily model scenarios with different rates of growth in rural versus . . urban areas, small versus large cities, and in-state zones versus external stations. cities, and in-state zones versus external stations.