Willingness to change car use to commute to the UPTC main campus, Colombia: A hybrid discrete choice modeling approach

Purpose The purpose of this study is to suggest possible approach which can be applied to estimate the monetary value of the ancillary services in today’s multichannel environment where consumers tend to exhibit cross-channel purchase behavior across the online and offline. Design/methodology/approach This study conducts literature reviews to identify ancillary services and discuss their service paths across online and offline channels based on service-dominant logic. It then proposes discrete choice modeling approach with stated preference data to estimating the implicit value of services. Findings By examining consumer decision-making process, some ancillary services attached to the products/services that consumers target at are revealed and discussed. By applying the discrete choice modeling approach which have been widely applied in the marketing and transportation area to describe consumers’ multichannel choices, it is believed that the implicit value that consumers are willing to pay for having those ancillary services can be estimated. Originality/value Value is generally considered transitory, stochastic and multidimensional and understood imprecisely. Past research recognized the importance of value to the service industry, but failed to give it a widely accepted definition. Issues on the value of time, value of information and value of services have been widely discussed in the literature, but most of them remained unsolved. The approach proposed by this study to estimating the value of services seems practicable and is worth a further validation by empirical study.

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Air Passengers’ Preferences for Aviation Voluntary Carbon Offsetting: A Co-benefits Perspective

Journal of Travel Research ◽

10.1177/00472875211030340 ◽

2021 ◽

pp. 004728752110303

Author(s):

Beile Zhang ◽

Brent W. Ritchie ◽

Judith Mair ◽

Sally Driml

Keyword(s):

Discrete Choice ◽

Latent Class ◽

Choice Model ◽

Choice Modeling ◽

Positive Outcomes ◽

Market Segments ◽

Discrete Choice Modeling ◽

Educational Benefits ◽

Carbon Offsetting ◽

Simple Reduction

Co-benefits are positive outcomes from voluntary carbon offsetting (VCO) programs beyond simple reduction in carbon emissions, which include biodiversity, air quality, economic, health, and educational benefits. Given the rates of aviation VCOs remain at less than 10%, this study investigated air passengers’ preferences for co-benefits as well as certification, location, and cost of VCO programs. Using discrete choice modeling, this study shows that aviation VCO programs with higher levels of co-benefits, particularly biodiversity and health benefits, are preferred by air passengers and confirms a preference for domestically based and certified VCO programs. The latent class choice model identified three classes with different preferences for VCO program attributes and demographic characteristics. The results of this study contribute to the knowledge of VCO co-benefits and imply that airlines should take note of this preference for biodiversity and health co-benefits when designing VCO programs and differentiate between market segments to increase the uptake of VCOs.

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