AIRPORT PASSENGER SHOPPING MODELING AND SIMULATION: TARGETING DISTANCE IMPACTS

Abstract

The ever-increasing importance of airport retail has encouraged both industry and academics to look into ways to increase airport retail revenue. Despite the growing interests in this topic, there is a lack of passenger shopping behavioral model. This paper aims to fill this gap and enhance our understanding of how the location of the shop affects passenger decision. This paper first investigates the possible passenger shopping behavioral model through an exploratory Eye-tracking exercise. Data was collected to calibrate and validate the behavioral model through the use of an Agent-Based Simulation Model. Shop locations were shown to have a significant impact on the passenger's choice and overall retail revenue. The result shows that our proposed passenger shopping behavioral model can be suitably applied in our study context. Our model can assist airport retail planner in testing different scenarios to improve airport retail revenue cost-effectively.