Punta Cana International AirportAnnual Visitors Exit Survey

Dr. Rich HarrillDr. Brian J. Mihalik

The Survey

• 37 questions to evaluate airport satisfaction

• 18 questions to evaluate vacation satisfaction and vacation decision making

• Demographic information

Our Sample

• Surveyed Wednesday, May 12th, 2010 through Sunday, May 16th, 2010

• 1,387 total surveys collected• We believe we had a high response rate

(≈75%)

The Population• 54% female• 53% college graduates• 63% classified as professional / managerial• 38 years old on average and evenly

distributed• Most are from United States, Canada, or

United Kingdom

The Population

37%

25%

6%

7%0%

4%

8%

3% 10% United States

Canada

France

Germany

Other

Other Americas

Other Europe

Spain

United Kingdom

Satisfaction by Demographics

• No difference by gender• No difference by education• Entrepreneurs were less satisfied with the

airport• Visitors between ages 55-64 were

generally more satisfied

Satisfaction by Country

Country Satisfaction

Other Americas 4.04

United States 3.86

Canada 3.81

Other Europe 3.79

Germany 3.77United Kingdom 3.68

Spain 3.68France 3.41

• French visitors are generally less satisfied

• Visitors from the Other Americas are generally more satisfied

Changes from over 2009

• Use caution when interpreting data due to seasonal shift in sampling period

• Mean overall airport evaluation improved from 3.56 to 3.77 on a five point scale

• Significant improvement in 32 of 36 attributes

Changes from 2009

2009 20100%

20%

40%

60%

80%

100%

ExcellentGoodAverageFairPoor

Changes from 2009

• One satisfaction score was significantly lower– Temperature within the arrival

terminal and baggage claim

Stability from 2009

• Three satisfactions scores did not change– Ease of getting around departure

terminal– Temperature within the departure

terminal– Efficiency of immigration and customs

when departing the airport

Improvements from 2009

• Satisfaction scores the most improvement–Quality / cleanliness of airport

restrooms in arrival area–Quality / cleanliness of airport

restrooms in departure area–Bank teller machine for currency

conversion after arrival

Importance Performance Analysis

• Attributes importance measured with statistical model

• Performance measured by mean satisfaction score

• These scores used to sort attributes into four categories

Importance Performance Analysis

-.150 -.050 .050 .150 .250 .350 .4502.5

4.5

Importance Score

PerformanceScore

High Importance, High PerformanceAttribute Importance Performance

Overall airport cleanliness 0.38 4Immigration process when arriving in Punta Cana 0.112 3.87Quality / cleanliness of airport restrooms in departure area 0.065 3.83Convenient location of airport to resort / destination 0.142 3.83Ease in finding group tour and hotel contacts after arrival 0.054 3.82Personal safety and security within the departure area 0.067 3.8

Customs baggage inspection when arriving in Punta Cana 0.039 3.8

Efficiency of immigration and customs when departing Punta Cana 0.15 3.79

Understandable signs within the departure area 0.073 3.73Baggage claim process when arriving in Punta Cana 0.094 3.69

Baggage handler experience when departing Punta Cana 0.11 3.67

High Importance, Low PerformanceAttribute Importance Performance

Airline check-in counter when departing Punta Cana 0.064 3.61

Product quality in duty free shops 0.023 3.61

Quantity of airport restrooms in arrival area 0.032 3.58

Temperature within the departure terminal 0.116 3.56

Food quality in departure area food court 0.04 3.32

Departure terminal entertainment / musicians 0.082 3.12

Price of products in duty free shops 0.08 3.12

Selection / variety of food in departure area food court 0.199 3.04

Low Importance, High Performance

Attribute Importance Performance

Availability of ground transportation after arrival -0.028 4.00

Personal safety security outside the arrival terminal 0.006 3.80

Quality / cleanliness of airport restrooms in arrival area 0.005 3.79

Quantity of airport restrooms in departure area 0.017 3.79

Ease of getting around departure terminal -0.038 3.77Hand baggage security process when departing Punta Cana 0.013 3.74Arriving passenger meeting area size after customs checkpoint -0.01 3.63

Low Importance, Low PerformanceAttribute Importance Performance

Availability of seating while waiting for departure flight -0.035 3.61

Cost of air travel to the airport 0.004 3.56

Bank teller machine for currency conversion after arrival 0.015 3.54

Baggage handler experience after customs checkpoint 0.012 3.54

Dominican entertainment / musicians in arrival terminal 0.022 3.52

Temperature within the arrival terminal and baggage claim 0.001 3.32

Selection / variety of products in duty free shops -0.014 3.19Product quality in non-duty free stores -0.061 3.14Prices in non-duty free stores 0.002 2.79Prices in departure area food court -0.013 2.72

Importance Performance Analysis

• Same procedure• Vacation satisfaction as determined by

activities and airport satisfaction

High Importance, High Performance

Attribute Importance Performance

Dining in restaurants 0.301 3.96

Swimming /sunbathing 0.271 4.61

Live entertainment 0.253 3.99

Boating / water sports 0.126 4.20

Snorkeling 0.112 4.06

Spa 0.108 3.89

High Importance, Low Performance

Attribute Importance Performance

Purchasing gifts / souvenirs 0.108 3.43

Airport evaluation 0.101 3.77

Low Importance, High Performance

Attribute Importance Performance

Safaris / four wheeling 0.017 3.95

Golf -0.076 3.92

Low Importance, Low Performance

Attribute Importance Performance

Sightseeing in cities 0.078 3.51

Taking guided tours 0.061 3.85

Casino gaming 0.012 3.32

Nightclubs / dancing 0.001 3.58

Purchasing arts / crafts / antiques -0.034 3.42

Sporting events -0.042 3.74

Activity Participation

GolfSafaris / four wheeling

Casino gamingSnorkeling

Sightseeing in citiesSpa

Sporting eventsNightclubs / dancingTaking guided tours

Boating / watersportsPurchasing arts / crafts / antiques

Live entertainmentPurchasing gifts / souvenirs

Dining in restaurantsSwimming / sunbathing

0 10 20 30 40 50 60 70 80 90 100

3139

5357

626363

6767

7079

8790

9799

Conclusions

• Many positive improvements over 2009• Improvement needed in restaurants and

duty free shops• The airport is a driver of vacation

satisfaction

Conclusions

• Beach activities are most important and most satisfying

• Urban activities are least important and least satisfying

• Souvenir purchasing experiences are disappointing

• A survey of airline pilots and crews

Contact

Dr. Rich HarrillEmail: rharrill@sc.eduPhone: 803-777-7682

¡Gracias Punta Cana!