Conjoint Analysis for the Optimization of a Potential Flexible Transport Service (FTS) in the Region of Zagori, Greece

Flexible Transport Services (FTSs) are usually recommended as an appropriate solution for the service of travel needs of low demand areas and/or vulnerable people. The flexibility in terms of their design characteristics (e.g. booking procedure, pricing, Level of Service [LoS], etc.) raises the problem of their determination (levels) towards the creation of an optimum future Flexible Transport Services (FTS) (‘product’). By applying the Choice Based Conjoint Analysis (CBCA) deriving from the marketing research discipline, we calculated the ‘utility’ value of the defined levels, the ‘importance’ values of their characteristics and the preferences’ shares for selected alternative scenarios of services. As case study area, we chose the underserved traditional and historic settlements of the mountainous region of Zagori (Zagorochoria) in Greece, close to the city of Ioannina. A field research survey was conducted for the collection of data, both by personal interviews and self-completion online. The analysis of the results is demonstrating a positive acceptance of Flexible Transport Services (FTS) and is indicating travel cost as the most important characteristic.