Market research is becoming an increasingly important part of an airport's operational
strategies as airport managers try to increase customer service and reach operational
goals. This research applies conjoint analysis to investigate customer preferences for
parking facilities and services at a major Canadian airport. This research will define and
determine the relative importance of a set of attributes which influence business travelers'
parking choice at the Vancouver International Airport. In addition, market segments for
parking services will be identified.
Sawtooth Software's Adaptive Conjoint Analysis and Ci2 were used in this study. A
questionnaire was administered to a 36 employees among three local companies selected
for data collection. Employees of these three companies represented potential local
business travelers.
This study was limited to the investigation of a subset of traveler (i.e. business traveler)
preferences for parking at the Vancouver International Airport. More complete analysis
would have to replicate the data collection procedures and target different users under
different conditions (i.e. time of day, time of year, duration of stay).
Results of the conjoint analysis indicated that price and distance to the terminal building
account about equally for the majority of business travelers parking preference ratings (approximately two-thirds). The provision of video camera security was also an important
determinant of customer preference. The provision of electronic signage providing
guidance to available parking spaces did not contribute significantly to customer
preference. In addition, the provision of a parkade rather than a surface lot contributed
little to customer preference.
Market share estimates were calculated for YVR's proposed Parkade, Main and Economy
parking lots. Estimates of market shares suggested that a majority of business travelers
taking an overnight journey in August preferred to park in the YVR Parkade. Market
share estimates were also calculated for various service alternatives in the parkade.
Comparing these additional estimates with the base service option revealed the trade-offs
that business travelers were likely to make. Results anticipated approximately a 60
percent market share for the proposed parkade service despite charging a higher price ($6
per day higher than the alternative parking lots). Market share estimates predicted that the
provision of video camera security and electronic signage in the parkade was significant in
enabling a higher price. The predicted market share falls substantially to 28 percent if
security and signage are not provided. Results also suggested that more travelers were
willing to pay extra for the provision of video camera security than electronic signage in
the parkade.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:BVAU.2429/4056 |
| Date | 11 1900 |
| Creators | Romank, Heather |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Relation | UBC Retrospective Theses Digitization Project [http://www.library.ubc.ca/archives/retro_theses/] |
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