WPC !"&<ܺc8s^v \I"~xŇ)7O, `brk}GF^xqwbS 8 jmW𖾓4b@()fnW}aVNĞpMՆ=D'ӌ \8B/kC< f8҂-ܠ'nKAr Uנ?M 5 j6GZ!?ڰ۴h qΦ׸~t Hv@ᅤAZ*83ƾ\aZ$6Cz]A ʩfPY?s-י fJ$>$%IrcNr8G9._Ǥ֖K/F{Ƹ4$F$'J88eTP~z'\bխ5WMdS4SL/ Awվc5)O}# U&N %/ 0(5 f] a_ fs fu fw ay a f a a f a f a f a f a f# a% f9 w@; 4{  a f B" a f a f a f a f' a) f= a? fS aU fi ak f a f a f a 0L  A 0D| 0K D+ f6a8fLaNfbadfxazfafafaUNfa f4a6fJaLf`ab@vo8pHI 0A 05T% 0hy 0 |-]  h h hU h[ ha hg hm hs hy h h h h h h h h h h h h h h h h h h h h h h h h HP5m OfficeHPPCL5G,,,,0nL(hH  Z 6Times New Roman RegularX($TABLE ATABLE ATABLE CH TABLE BTABLE BTABLE DTABLE CTABLE ATABLE BTABLE C erereT e'%3|xTABLE A dTABLE BTABLE CTABLE DTABLE ETABLE GTABLE FTABLE HTABLE ITABLE JTABLE KTABLE L>c$"Small Circle"0 Level 1Level 2Level 3Level 4Level 5689:&OLE 2.0 Box <=8C HKKKK(3$ !  ( $ Figure  1  'dxdTABLE ATABLE BTABLE DTABLE ETABLE FTABLE GTABLE H(hH  Z 6Times New Roman Regular TABLE ITABLE JTABLE KTABLE LST*OLE*WPC' C >&>&9!>&B8ƚx^    &>.- !xX  - "- "- "-- "- --"Systemn-"Arial- .-- .--"Arial- .--"Arial- .-- .--"Arial- .--"Arial- .--"Arial- .--"Arial- .-- "-fb' -- "-' ' ` ` `^`^'^'^' -"Arial- .- "-.-```-!70 8--  ^-UUU-U U U^-!80 ---  ^-III-I I I^-!90 !--  ^->>>-> > >^-!100 --  ^-222-2 2 2^-!110 --  ^-'''-!120 ..--"Arial- .!% of average monthly ridershipk..--"Arial- ..---"Arial- ..uPuPKP'P'PuP!JanuPuuK''u!Febuu^u^K^'^'^u^!Maru^uuK''u!ApruukukKk'k'kuk!MayukuuK''u!JunuuyuyKy'y'yuy!JuluyuuK''u!AuguuuK''u!Sepuu u K ' ' u !Octu uuK''u!NovuuuK''u!Decu..--"Arial- ..-- .- "-% PI*^*ky=- --- "-:A:`Y`YA:A--::--On:n:OO----\{ { \\----.j.MMj.j----w==ww------ *$*$  -- ..- "-% Pf^fkTyn B--- "-AP`A--WvWW--WOv^WnWO----\k{\--EdEE--_j~y__j----twttw-- --3R33-- * -- ..- "-% Pe^ebk(hysa X--- "-  P P,` A-- VVuV-- V^V^unVO-- SSrS-- kk8{\-- YYxY-- dydydj-- RRqR-- w-- I I hI-- -- yy*y -- ..- "-% P^k@y,i {-- - "-wAPw`wAAP`A- -- -O^nOO^nO- -- -\k{\\k{\- -1@11P@PP- - jy  j)jy))j- -,<,<<- -ZwiZZwywiyyw- -v vv - -- -l {l*l  {* -- ..--- "-- "---"Arial- ..- "-V=V=V---F\F{e{e\F\ !Quincy+- "-VVV--- "-FeFF ! St. Louis+3- "-VAVAV--- "- FoFoeF` ! Carbondale+- "-VVV -- - "-FUFFeUee ! Milwaukee+7--- J  )Y    E    -"Arial- .-- .-- .- "-- "--- .!$Comparing Average Ridership by Month -- .   ---'WPWin 6.0/OLE 1.0 Prefix Information MarkerQuattroPro.Graph.6nࡱ>   !#$%&'()*+,-./012345Root EntryF"SOle 9CompObjnBOlePart)F! WPWin61[6] FQuattro Pro 6.0 Graph Embed SourceQuattroPro.Graph.69qXXxxOlePres000,8QuattroPro.Notebook.6,"='>&8    &>.- !xX  - "- "- "-- "- --"Systemn-"Arial- .-- .--"Arial- .--"Arial- .-- .--"Arial- .--"Arial- .--"Arial- .--"Arial- .-- "-fb' -- "-' ' ` ` `^`^'^'^' -"Arial- .- "-.-```-!70 8--  ^-UUU-U U U^-!80 ---  ^-III-I I I^-!90 !--  ^->>>-> > >^-!100 --  ^-222-2 2 2^-!110 --  ^-'''-!120 ..--"Arial- .!% of average monthly ridershipk..--"Arial- ..---"Arial- ..uPuPKP'P'PuP!JanuPuuK''u!Febuu^u^K^'^'^u^!Maru^uuK''u!ApruukukKk'k'kuk!MayukuuK''u!JunuuyuyKy'y'yuy!JuluyuuK''u!AuguuuK''u!Sepuu u K ' ' u !Octu uuK''u!NovuuuK''u!Decu..--"Arial- ..-- .- "-% PI*^*ky=- --- "-:A:`Y`YA:A--::--On:n:OO----\{ { \\----.j.MMj.j----w==ww------ *$*$  -- ..- "-% Pf^fkTyn B--- "-AP`A--WvWW--WOv^WnWO----\k{\--EdEE--_j~y__j----twttw-- --3R33-- * -- ..- "-% Pe^ebk(hysa X--- "-  P P,` A-- VVuV-- V^V^unVO-- SSrS-- kk8{\-- YYxY-- dydydj-- RRqR-- w-- I I hI-- -- yy*y -- ..- "-% P^k@y,i {-- - "-wAPw`wAAP`A- -- -O^nOO^nO- -- -\k{\\k{\- -1@11P@PP- - jy  j)jy))j- -,<,<<- -ZwiZZwywiyyw- -v vv - -- -l {l*l  {* -- ..--- "-- "---"Arial- ..- "-V=V=V---F\F{e{e\F\ !Quincy+- "-VVV--- "-FeFF ! St. Louis+3- "-VAVAV--- "- FoFoeF` ! Carbondale+- "-VVV -- - "-FUFFeUee ! Milwaukee+7--- J  )Y    E    -"Arial- .-- .-- .- "-- "--- .!$Comparing Average Ridership by Month -- .   ---'M/23$ Arialrq}/wu3}$Arialrq}/wu3}$ Arialrq}/wu3}$ Arialrq}/wu3}@TMonth' 'D', 'YYYY Normal Comma Currency Percent Fixed DateHeading 1Heading 2 Total Comma0 Currency0 033 R033 2033 B033 033 x033 033 033 0 33 P033 0033 033 833 833 033dHY!_]<  ?tsly/qQ$  A   ?a      H`?bQ4V@EX,b PPH\ 6HeRd]/L!R|_G)v-Hdp),S6RiT*ʦȤ} t*;%gZmVe>"p0|[Mb@c6G<agtZ=&kInzƞ۩kF@X .-#t0 źOW '~?& Mb@?  #  f g i2  -./g 0d t!h $ 8>&    &>.- !xX  - "- "- "-- "- --"Systemn-"Arial- .-- .--"Arial- .--"Arial- .-- .--"Arial- .--"Arial- .--"Arial- .--"Arial- .-- "-fb' -- "-' ' ` ` `^`^'^'^' -"Arial- .- "-.-```-!70 8--  ^-UUU-U U U^-!80 ---  ^-III-I I I^-!90 !--  ^->>>-> > >^-!100 --  ^-222-2 2 2^-!110 --  ^-'''-!120 ..--"Arial- .!% of average monthly ridershipk..--"Arial- ..---"Arial- ..uPuPKP'P'PuP!JanuPuuK''u!Febuu^u^K^'^'^u^!Maru^uuK''u!ApruukukKk'k'kuk!MayukuuK''u!JunuuyuyKy'y'yuy!JuluyuuK''u!AuguuuK''u!Sepuu u K ' ' u !Octu uuK''u!NovuuuK''u!Decu..--"Arial- ..-- .- "-% PI*^*ky=- --- "-:A:`Y`YA:A--::--On:n:OO----\{ { \\----.j.MMj.j----w==ww------ *$*$  -- ..- "-% Pf^fkTyn B--- "-AP`A--WvWW--WOv^WnWO----\k{\--EdEE--_j~y__j----twttw-- --3R33-- * -- ..- "-% Pe^ebk(hysa X--- "-  P P,` A-- VVuV-- V^V^unVO-- SSrS-- kk8{\-- YYxY-- dydydj-- RRqR-- w-- I I hI-- -- yy*y -- ..- "-% P^k@y,i {-- - "-wAPw`wAAP`A- -- -O^nOO^nO- -- -\k{\\k{\- -1@11P@PP- - jy  j)jy))j- -,<,<<- -ZwiZZwywiyyw- -v vv - -- -l {l*l  {* -- ..--- "-- "---"Arial- ..- "-V=V=V---F\F{e{e\F\ !Quincy+- "-VVV--- "-FeFF ! St. Louis+3- "-VAVAV--- "- FoFoeF` ! Carbondale+- "-VVV -- - "-FUFFeUee ! Milwaukee+7--- J  )Y    E    -"Arial- .-- .-- .- "-- "--- .!$Comparing Average Ridership by Month -- .   ---'(Vm$0   (,!$0  0` (#(#  (@$0  0` (#(#0 ` (#` (# ` (T$0  0` (#(#0 ` (#` (#0 (# (#  ##Xd#UVWX?fffff?@?@33333<@:@fffff8@3@2@?  333333*@  (@  @  333333@  @ffffff@TABLE B  !#%')+-/13;=?ACEGJLNP !  Z    XXMaintainingandBuildingAmtrakRidershipinIllinois#XXd#    SummaryReport   (ITRCProjectIVAR1 )  X  PreparedbyDr.JohnT.Drea,PrincipalResearcherCollegeofBusinessandTechnologyWesternIllinoisUniversity  v   October22,1998  f  `@"XXTableofContents#XXW# F   UVm  UVm0     FOCUSGROUPANALYSIS#""J(#.(#(##3UVm݌ L  Ќ  V!  V!0  0` (#(#    SampleFrame#""J(#. ` (#` (##3V!݌ <  Ќ  V!  V!b0  0` (#(#    KeyObservationsStudentRiders#""J(#.0` (#` (##3V!b}݌ ,|  Ќ  W  WF0  0` (#(#0 ` (#` (# `   DecisionProcesses#""J(#.``& (# (##3WFa݌ l  Ќ  W  W/0  0` (#(#0 ` (#` (# `   Cost#""J(#.  (# (##4W/J݌  \ Ќ  W  W 0  0` (#(#0 ` (#` (# `   TheBus#""J(#.  (# (##5W %݌ L Ќ  W  W0  0` (#(#0 ` (#` (# `   OntimePerformance#""J(#.&&' (# (##5W݌ < Ќ  W  W0  0` (#(#0 ` (#` (# `   OnBoardExperiences#""J(#.~~( (# (##5W݌ , Ќ  W  W 0  0` (#(#0 ` (#` (# `   ConvenienceofArrival/DepartureTimes#""J(#.66: (# (##6W ݌  Ќ  W  W 0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#""J(#.8 (# (##7W ݌   Ќ  V!  V! 0  0` (#(#    KeyObservationsStudentNonRiders#""J(#.4` (#` (##8V! ݌  Ќ  W  W 0  0` (#(#0 ` (#` (# `   CompetitorstoAmtrak#""J(#.) (# (##8W ݌  Ќ  W  W 0  0` (#(#0 ` (#` (# `   BeingaNonRider#""J(#.PP% (# (##8W ݌  Ќ  W  Wq0  0` (#(#0 ` (#` (# `   AmtrakPrices#""J(#. ! (# (##8Wq݌ | Ќ  W  WU0  0` (#(#0 ` (#` (# `   Safety#""J(#.^ ^  (# (##9WUp݌ l Ќ  W  W20  0` (#(#0 ` (#` (# `   BeinginControl#""J(#.$ (# (##9W2M݌ \ Ќ  W  W0  0` (#(#0 ` (#` (# `   BeliefsaboutAmtrak#`"`"I(#.( (# (##10W4݌ L Ќ  W  W0  0` (#(#0 ` (#` (# `   ComparisonsBetweenTravelAlternatives#`"`"I(#.; (# (##10W ݌ < Ќ  W  W0  0` (#(#0 ` (#` (# `   SuggestionsforBuildingRidership#`"`"I(#.nn6 (# (##11W݌ , | Ќ  V!  V!0  0` (#(#    KeyObservationsLeisureRiders#`"`"I(#.0` (#` (##11V!݌ !l Ќ  W  W0  0` (#(#0 ` (#` (# `   LeisureTravelinGeneral#`"`"I(#.ff- (# (##11W݌  "\ Ќ  W  W0  0` (#(#0 ` (#` (# `   OnBoardAtmosphereandActivities#`"`"I(#.6 (# (##12W݌ "L  Ќ  W  W0  0` (#(#0 ` (#` (# `   TalkingwithOtherPassengers#`"`"I(#.1 (# (##13W݌ #<! Ќ  W  W0  0` (#(#0 ` (#` (# `   SightseeingfromtheTrain#`"`"I(#.. (# (##14W݌ $, " Ќ  W  W0  0` (#(#0 ` (#` (# `   OtherOnBoardActivities#`"`"I(#.- (# (##14W݌ %!# Ќ  W  W0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##14W݌ & "$ Ќ  W  W0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#`"`"I(#.8 (# (##14W݌ '"% Ќ  V!  V!0  0` (#(#    KeyObservationsLeisureNonRiders#`"`"I(#.vv4` (#` (##15V!݌ (#& Ќ  W  Wl0  0` (#(#0 ` (#` (# `   LeisureTravelinGeneral#`"`"I(#.ff- (# (##15Wl݌ )$' Ќ  W  W]0  0` (#(#0 ` (#` (# `   PerceptionsofAmtrakOntimePerformance#`"`"I(#.hh= (# (##16W]x݌ |*%( Ќ  W  W^0  0` (#(#0 ` (#` (# `   AmtrakStrengths#`"`"I(#.$ (# (##17W^y݌ l+&) Ќ  W  WF0  0` (#(#0 ` (#` (# `   AmtrakWeaknesses#`"`"I(#.% (# (##17WFa݌ \,'* Ќ  W  W/ 0  0` (#(#0 ` (#` (# `   Safety#`"`"I(#.^ ^  (# (##18W/ J ݌ L-(+ Ќ  W  W !0  0` (#(#0 ` (#` (# `   RankingFactors#`"`"I(#.# (# (##18W !(!݌  Ќ  W  W!0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##18W!"݌  Ќ  W  W"0  0` (#(#0 ` (#` (# `   IdeasforIncreasingRidership#`"`"I(#.2 (# (##19W""݌  Ќ  V!  V!#0  0` (#(#    KeyObservationsBusinessRiders#`"`"I(#.NN1` (#` (##19V!##݌  Ќ  W  W$0  0` (#(#0 ` (#` (# `   KeyMotivatorstoTravelMode#`"`"I(#.XX1 (# (##19W$$݌ p Ќ  W  W%0  0` (#(#0 ` (#` (# `   TravelDetails#`"`"I(#. " (# (##20W%%݌ `  Ќ  W  W&0  0` (#(#0 ` (#` (# `   TheAmtrakExperience#`"`"I(#.) (# (##20W&&݌ P  Ќ  W  Wy'0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#`"`"I(#.8 (# (##21Wy''݌ @  Ќ  W  Wu(0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##22Wu((݌ 0  Ќ  V!  V!V)0  0` (#(#    KeyObservationsBusinessNonRiders#`"`"I(#.5` (#` (##22V!V)q)݌  p  Ќ  W  W@*0  0` (#(#0 ` (#` (# `   KeyMotivatorstoTravelMode#`"`"I(#.XX1 (# (##22W@*[*݌ `  Ќ  W  W5+0  0` (#(#0 ` (#` (# `   TravelDetails#`"`"I(#. " (# (##22W5+P+݌ P  Ќ  W  W,0  0` (#(#0 ` (#` (# `   TheAmtrakExperience#`"`"I(#.) (# (##23W,6,݌ @  Ќ  W  W-0  0` (#(#0 ` (#` (# `   BarrierstoAmtrakTravel#`"`"I(#.~~- (# (##23W-#-݌ 0  Ќ  W  W-0  0` (#(#0 ` (#` (# `   SuggestionsforIncreasingRidership#`"`"I(#.8 (# (##24W-.݌   Ќ  W  W.0  0` (#(#0 ` (#` (# `   Publicity#`"`"I(#.4 4  (# (##24W./݌  Ќ  UVm  UVm/0     RIDERS#`"`"I(#.xx(#(##25UVm//݌  Ќ  V!  V!00  0` (#(#    Methodology#`"`"I(#.> > ` (#` (##25V!00݌  Ќ  W  W\10  0` (#(#0 ` (#` (# `   KeyFindings#`"`"I(#. (# (##27W\1w1݌  Ќ  UVm  UVm@20     NONRIDERS#`"`"I(#.j j (#(##32UVm@2\2݌ ` Ќ  V!  V!20  0` (#(#    Methodology#`"`"I(#.> > ` (#` (##32V!23݌ P Ќ  W  W30  0` (#(#0 ` (#` (# `   Definitions#`"`"I(#.  (# (##32W33݌ @ Ќ  W  W40  0` (#(#0 ` (#` (# `   SamplingFrame#`"`"I(#." (# (##32W44݌ 0 Ќ  X  X50  0` (#(#0 ` (#` (#0 (# (#   LeisureNonRiders#`"`"I(#.+(#(##32X55݌  p Ќ  X  X60  0` (#(#0 ` (#` (#0 (# (#   BusinessNonRiders#`"`"I(#.VV,(#(##32X66݌ ` Ќ  X  X70  0` (#(#0 ` (#` (#0 (# (#   StudentNonRiders#`"`"I(#.+(#(##33X77݌ P Ќ  V!  V!80  0` (#(#    KEYFINDINGS#`"`"I(#.x x ` (#` (##33V!88݌ @ Ќ  W  W^90  0` (#(#0 ` (#` (# `   KeyFindings,LeisureNonRiders#`"`"I(#.,,4 (# (##33W^9y9݌ 0 Ќ  W  WV:0  0` (#(#0 ` (#` (# `   KeyFindings,BusinessNonRiders#`"`"I(#.5 (# (##37WV:q:݌   Ќ  W  WO;0  0` (#(#0 ` (#` (# `   KeyFindings,StudentNonRiders#`"`"I(#.::4 (# (##40WO;j;݌ ! Ќ  UVm  UVmG<0     StrategicAlternativesforMaintainingandBuildingAmtrakRidershipinIllinois#`"`"I(#.Z(#(##46UVmG<c<݌ #! Ќ  V!  V!H=0  0` (#(#    Strategy#1:ImprovementofStationConditions#`"`"I(#.=` (#` (##46V!H=c=݌ $" Ќ  V!  V!:>0  0` (#(#    Strategy#2:IncreasedRiderConveniencefromStationtoDestination#`"`"I(#.T` (#` (##47V!:>U>݌ % # Ќ  V!  V!C?0  0` (#(#    Strategy#3:CooperativePromotionswithChicagoAreaEvents#`"`"I(#.K` (#` (##50V!C?^?݌ p&!$ Ќ  V!  V!C@0  0` (#(#    Strategy#4:EnhancetheOnBoardEnvironmentforBusinessTravelers#`"`"I(#.S` (#` (##51V!C@^@݌ `'"% Ќ  W  WKA0  0` (#(#0 ` (#` (# `   ExtendedResearchBackground#`"`"I(#.``0 (# (##54WKAfA݌ P(#& Ќ  W  W?B0  0` (#(#0 ` (#` (# `   ExtendedResearchMethodology#`"`"I(#.1 (# (##55W?BZB݌ @)$' Ќ  W  W4C0  0` (#(#0 ` (#` (# `   ExtendedResearchResults#`"`"I(#.- (# (##56W4COC݌ 0*%( Ќ  V!  V!%D0  0` (#(#    Strategy#5:MaintainingandBuildingtheStudentRidershipBase#`"`"I(#.O` (#` (##64V!%D@D݌  +p&) Ќ  V!  V!)E0  0` (#(#    Strategy#6:IncreasingRidershipDuringLowRidershipPeriods#`"`"I(#.NNM` (#` (##67V!)EDE݌ ,`'* Ќ  V!  V!+F0  0` (#(#    Strategy#7:AdvertisingRecommendations#`"`"I(#.7` (#` (##71V!+FFF݌ -P(+ Ќ  I  -@),   7XXdXXd7@ FOCUSGROUPANALYSIS PG     SamplingFrame G     StudentTravelers:Twofocusgroupswererandomlydrawnfromvolunteerstudents  enrolledinanentrylevelbusinesscourseatSouthernIllinoisUniversity.Studentswerescreenedintotwogroups:riders(studentswhohadriddenAmtrakinIllinoisduringthelastsixmonths)andnonriders(studentswhohadnotriddeninthelastsixmonths.Focusgroupparticipantswerethenrandomlyselectedfromthesetwogroups.BothfocusgroupssessionswereheldinRehnHallatSIUonSaturday,September7,1996,andbothweremoderatedbyDr.JohnDrea.Ninestudentswereinthestudentridergroup,whilesevenstudentswereinthenonridergroup.Eachfocusgroupsessionwasapproximately90minutesinlength,andallsubjectswererecordedonvideotapeforsubsequentanalysis.Subjectswerecompensated$15fortheirtime.  LeisureTravelers:Twoseparatefocusgroupsweredrawnfromleisuretravelers.   ParticipantsfortheleisureridergroupweredrawnfromapoolofrecenttravelersfromwesternIllinoiswhohadriddenAmtrakforleisure/personalreasons.TheseridershadindicatedonareplycardthatthepurposeoftheirmostrecentAmtraktripwasforleisure/personalreasons.Potentialgroupmemberswerescreenedbyphonetoensurearepresentativemixofparticipants.LeisurenonriderswereidentifiedthroughcoldcallingindividualsinthewesternIllinoisareatodeterminewhethertheyhadtraveledforleisurepurposesinthelastyear,andwhethertheyhadusedAmtrakforleisure/personaltravelduringthattimeperiod.BothfocusgroupssessionswereheldinMacomb,Illinois,withtheridersessionmeetingonWednesday,November20,andthenonridergroupmeetingonMonday,December2.BothgroupsweremoderatedbyDr.JohnDrea.Fiveriderswereintheleisureridergroup,whileninenonriderswereintheleisurenonridergroup.Eachfocusgroupsessionwasapproximately90minutesinlength,andallsubjectswererecordedonvideotapeforsubsequentanalysis.Subjectswerecompensated$15fortheirtime.  BusinessTravelers:Twofocusgroupsweredrawnfrombusinesstravelersinthe 0 Chicagoarea.BusinessridersweredefinedasindividualswhohadriddenAmtrakinIllinoisforbusinesstravelduringthepastsixmonths,whilebusinessnonridersweredefinedasindividualswhohadnottakeAmtrakforbusinesstravelduringthepastsixmonths.BusinessriderswererandomlyselectedfromindividualswhohadpositivelyrespondedtoareplycarddistributedonAmtraktrainsforfocusgroupparticipants.BusinessnonriderswereidentifiedthroughacoldcallingprocedureofbusinesstravelersintheChicagoarea.BothfocusgroupssessionswereheldatSurveyCenterinChicagoonWednesday,November6,andbothweremoderatedbyJanieL.Urbanic.Elevenparticipantswereinthebusinessridergroup,whiletenparticipantswereinthebusinessnonridergroup.Eachfocusgroupsessionwasapproximately120minutesinlength,andallsubjectswererecordedonvideotapeforsubsequentanalysis.Subjectswerecompensated$75fortheirtime.  ,`'* Y!@  KeyObservationsStudentRiders  U     DecisionProcesses hU   1.  Thefactorscitedasbeingmostimportantbystudentriderswere:    Cost(mostimportant) p   Convenience(primarilyconvenientdeparture/arrivaltimes) `    Abilitytodo stuffwhileonthetrain(relax,sleep,party) P    Comfort(includingsafety) @  8  Ifeelsaferonthetrain,especiallywhentheweathersbad. p    2.  Amtrakisnottheprimaryoptionformoststudentriderscarpoolingisthepreferred P  alternativeformoststudents.Bustravelisalsoconsidered.Thetypicaldecisionprocessfora @  studenttraveleristomakethedecisiontotraveltotheChicagoareaearlyintheweekandthenspendseveraldayssearchingforacarpoolinwhichtoride.IfnocarpoolcanbefoundbyFriday,thenanAmtrakticketispurchased.8  Itsnotatoppriority,butIwilltakeit(Amtrak)ifIhaveto.   8  IfImgoinghomeforamonthortwo,Ineedmycar.ButforThanksgiving,  weekends,SpringBreak,Idontneedmycar.   8  Thetrainisexpensive,andtheresnoconvenienceontime.Thecarscheaper, ` andmoreconvenient,butyourewastingsixhours.P     Cost [ 0 1.  Thecostofticketsdominateddiscussion.StudentsperceiveAmtrakasanexpensive  p meansoftravelto/fromChicago,particularlyincomparisontothecostofcarpooling. ` 8  (Amtrak)worksnice,becauseitsonly$20moretoridethetrain(thantodrive). P Butwhenyoucangetfivepeopleinacarpool,itsonlyabout$10apiece.Itsnothing.0   8  Itskindofnicetoride.ButifImlowoncash,Icanride(inacarpool)forten ! bucksaperson."    8  Itsexpensiveifyouhavetopay$79everytimeyouhavetogohome(becausethe $" universityisclosedandwehavetoleavethedorms).% #   8  IfIhadthemoney,Idalwaysridethetrain.`'"%   2.  StudentsperceivethatAmtrakpricesareraisedduringholidayperiodsinordertogouge @)$' themonprice.Studentstakeaselfcenteredapproachtounderstandingthesesituations, 0*%( assumingthatAmtrakraisespricesduringtheseperiodsbecausestudentsmusttravelandhavelimitedalternatives. ,`'* 8  They(Amtrak)raisethepriceduringtheholidays.   8  Idontunderstandwhytheyhavetoincreasetheholidayrate.Itseemslikethere  shouldbeadiscount.   8  AlotofmyfriendsusedtotakeAmtrakduringtheirfreshmanyear,buttheydont `  anymore.Itshardtoget$100threetimesduringthesemestertogohome,andthentheyraisethepriceduringtheholidays.@    8  They(Amtrak)knowweregoingtotakeitiftheyincreaseitordecreaseit(prices  p  duringtheholidays).Theyknowwevegottotakeit.`      TheBus [d  @  1.  ThebusisathirdalternativewhichrankedbehindcarpoolingandAmtrakformost 0  Amtrakriders.Bustravelwasperceivedasbeingtimeconsumingandlessenjoyablethan   Amtrak,andmorepoorlyscheduledthancarpooling.MostAmtrakridershavegivenitactiveconsiderationasatravelalternative,however.MosthadcalledGreyhoundforscheduleinformation,ratherthanrelyingonwordofmouth.8  ThebusmakeswaytoomanystopsIenjoythetrainmuchmore.   8  Theproblemwiththeexpressbusisthatitleavesat10:00am,andalotof p peoplecantcatchit.`   8  Ilikeit(thebus)...butIenjoythetrainmorethanthebus,becausethebusmakes @ waytoomanystops.0     OntimePerformance :h  ` 1.  Most,butnotall,studentsperceivethetrainasroutinelylateatdepartingandarrivingat P thefinaldestination.Therewasgeneraldissatisfactionwithalackofcommunicationsurroundingdelays.  Thetrainsneverontime.   8  Afriendsatwaitingfrom3until7pmforthetrain.Therewasno "  communication,andshejustsatandsat,andtheydidnttellhernothing.Shecouldhavegonebackhomeandsleptorsomething.$"   8  ASt.Louistrainwassupposedtoleaveat7:30,butdidntleaveuntilabouta p&!$ quarterto11.Afreighttrainhadbrokendownorsomething,buttheydidnttellusanything.Youhadtoask50questionstofindoutwhatwasgoingon.P(#&   8  AmtrakneedstogiveoutinformationonMetratimes.Itsjustalittle 0*%( convenience.Airlinesdoit.Amapshouldhelpwithtimes.IfAmtrakisdelayed,IneedtoknowiftheresatimeIcangetanothertrain.Idrathertakeatrainthe ,`'* wholewaythanhavemyparentscomegetme.     OnBoardExperiences m   1.  Overcrowdingisperceivedbystudentstobeaseriousproblem.Coupledwithahigh  perceivedticketprice,itcreatesanegativeassessmentofAmtrakasapoorvalueincomparisontoCarpooling.StudentsperceivedtheovercrowdingtobeafunctionofpoorplanningonAmtrakspart,ratherthanalimitationofequipment.8  Peopledownherewanttokeepthetrain,buttheydontwanttorideitcauseits @  alwayssocrowded.0    8  Imgoingtopaytositonthefloor?`    8  Airlinesaddmoreflightsduringtheholidays.YouwouldthinkAmtrakwouldadd @  moretrainsduringbusytimes,too,withalloftheuniversities.0    8  Peopleknowthetrainsgoingtobepacked,thatswhyfreshmanveerofftothe  carthing.Theyrethinking,nah,Idontwanttostayinhere(apackedtrain)forsixhours.   8  Thecoachisalwayspackedaroundtheholidaysonthespecialtrain(coach  sectionoftheCityofNewOrleans).Youreallyhavetomakethatchoiceinadvance,becauseitsalwayspacked.`   2.  TravelbyAmtraktoChicagoisgenerallyperceivedasamoreenjoyableexperiencethan @ goingbycarorbybus.RespondentsfrequentlycitedcomfortandtheabilitytorelaxasAmtrak 0 strengths.8 `  p` `  8  Idonthavetodealwith(gettingtired.)Icanjustlaybackandrelax.`   8  Itwaslikeahugepartyonthetrain.Somebodyhadthestereouprealloud,and @ peopleareplayingcards,laughing.0   8  Idontworryaboutfallingasleepontheexpressway(whenItakeAmtrak).!   8  WheneverImdrivingforsixhours,ImthinkingGee,Icouldbedoing #! something.$"   3.  Somestudentridersthoughtsomestudentswhotravelonlybycarpossessnegative p&!$ perceptionsabouttraintravel. `'"% 8  Alotofpeoplewhodontridethetraintalkbadaboutit,sayingIdontwantto P(#& ridethetrain.Theyfeelliketheyrealowerleveliftheyhavetoridethetrain(insteadofdriving).0*%(   4.  Severalridersexpressedparticulardissatisfactionwithtrainsthataretoocoldduringthe ,`'* Y!7XXdXXd7  Y!7nXXdXXd7  summer.  8  ItsfreezingonthetraininthesummerIcantsleep.   8  Itsalwayscoldonthetrain.     ConvenienceofArrival/DepartureTimes z  P  1.  Whilethe4:30pmdeparturetimeissomewhatconvenient,moststudentswouldprefera @  seconddeparturetime(fromCarbondale)laterinthedaysotheywouldnothavetohurryfrom 0  classes.ThesameparticipantsalsoindicatedaninterestinalaterdeparturecomingbacktoCarbondale.8  Iwaswishingtheyhadadifferenttime.Iwaswillingtopaytheextratocomein P  atadifferenttime.IwasheadinghomeforthesummerandIwantedmoretimetodosomethingsthatwasall.0    8  Studentshavetosprintfroma2:30classtogettothetracksby4:00pm.   8  Yourepaying(togohome)from9:00pmonFridayto4:00pmonSunday  thatsalotofmoneyforashortperiodoftime.     SuggestionsforIncreasingRidership ~:  p 1.  Studentsgenerallysuggestedthatareductioninpriceswouldincreasethenumberof ` studentswantingtoride.However,theyalsorealizedthatthiswouldtriggerevenmoreovercrowdingonpeaktraveltimes.Therewassomeinterestinlowerfaresformidweektravel.8  MaybeastudentratetocompetewithbussesyoushowyourstudentID.0   8  MaybeIcouldskipclasstosavemoneyonalowerpricedmidweekticket.`   8  Thetimesaboutthesameforthecarandthetrain.Whenthereareairfare @ wars,itgetspeopletofly.Givepeopleacheapdeal,sayinghey,cometakethetraintoanSIUfootballgameandcheeryourteamontoavictory.Instead,itslike:Heresthetrain,andhereit(theprice)is.!   8  Gettingmorestudentstorideonweekendsisjustgoingtohavemorepeople #! sittingonthefloorandbeingunhappy.$"   2.  Thepatternsofselectingtransportationalternativesappeartobeestablishedearlyina p&!$ studentscollegeexperience.Oncestudentsstartgoinghomeviacarpools,itisdifficulttobreak `'"% thehabit.Toincreasethenumberofriders,youneedtotargetstudentsveryearlyintheircollegecareersandgetthemintoridingAmtrakasahabit.8  Freshmanandsophomoresreallyneedthetrainbecauseofrestrictionsabout 0*%( carsoncampus. +p&)    ,`'* 8  LaborDaywouldbeagreattime(togetnewstudentsonthetrainforthefirst  time.)Theyregettinghomesickbythen.   3.  Parentsoffirsttimefreshmanandtransferswereidentifiedasaprimetargetmarket.  Severalstudentsindicatedthatforfirsttimestudents,parentswouldlikelyhaveastrongpreferencefortheirson/daughterridingthetrainto/fromcollegeinsteadofCarpoolingortakingthebus.Thereasonsforthispreferencewasoneofsafetyforthestudentandpeaceofmindfortheparents.Studentsindicatedthatparentswouldlikelybewillingtobuymultipleroundtripticketsfortheirson/daughteratthestartofthesemester.8  Alotofparentsdontwanttheyrekidsbeingsofaraway.Asaparent,theyre  p  allworriedaboutwhatsgoingtohappenwiththeirkids.Butiftheycouldbuytheticketssotheydknow(thekids)aregoingtobeonanicesafetrain,youknow,Ithinktheydlikethat.@    8  Parentsarewillingtospendmoneyatthestartoftheyear.    8  Bussesmyparentswouldbescaredofbusses.Theyknowthetrainistheleast  dangerousalternative.    @H H   KeyObservationsStudentNonRiders C  p   CompetitorstoAmtrak   P 1.  TheprincipalalternativetotravelbyAmtrakistravelbycar.Inparticular,mostofthe @ nonridersinthegroupdrovetheirowncars(ratherthancarpooling).Thisappearstoberelatedtotheneedofnonriderstobeincontrolofwhenandwheretheytravel.2.  Thebusisalsoconsideredasanalternative,thoughitisperceivedashavingsomeofthe ` limitationsofAmtraktravel.8  GreyhoundhasabusthatsevencheaperthanAmtrak,andIdtakethatifIdidnt @ takemycar.0     BeingaNonRider r  ! 1.  Mostnonridershaveneverbeensignificantriders.Alloftherespondentsindicatedthey "  didnotactivelyconsiderAmtrakwhenmakingatraveldecision.8  Neverreallythoughtaboutit.$"   8  TrainswereneveraroundwhenIwasgrowingup.p&!$   8  Accessisabigpartofit.P(#&     AmtrakPrices   0*%( 1.  Amtrakspriceswereperceivedastoohighbynonriders,particularlyinrelationtothe  +p&) perceivedpriceoftravelbycar.Nonridersconsideronlythecostofgasolinewhenconsidering ,`'* thecostofdriving,makingthecostofgoingfromCarbondaletoChicagoabout$20.2.  NonridersfrequentlyoverestimatedAmtrakticketprices,buttheactualpricewasstill  outsideanacceptablerange.Pricesof$112and$120werequotedthesearepresumedtobepricesfortheCityofNewOrleansthatthestudentsassumedappliedtoalltrains.8  Ifyouhaveyouownvehicle,itsalotlessexpensivetodrive.`    8  Forgas,Icangetthereandbackfor$20.@    8  $112togobackandforthtoChicagoisoutrageoustome. p    8  (Youve)gottobeabletocomparewiththecostofdriving.P    8  At$120,youreallyhavetothinkaboutitwhetheryouwanttogotoChicago.But 0  ifitwaslike$20eachway,thatdbenothing.    3.  Priceisattributedbynonridersasanimportantbarrierwhichkeepssomefrombecoming  riders.8  Youneverknowwhosgoingtobeonthere.Isatnexttoaguywhosmelledso  bad,andthetrainwasfullsoIcouldntmove.Askedlaterifthisformerrider  wouldbecomearideragainifthepriceofaroundtripwas$40,evenwiththistypeofrideronboard?Yes.`     Safety ɗ  @ 1.  Nonridersseemtohaveadeterministicattitudetowardtravelrelatedaccidents;thatis, 0 travelrelatedaccidentsaregoingtohappenandthereislittlethatcanbedonetopreventthem.Asaresult,nonridersdonotactivelyconsidersafetyasaprimaryinfluenceondecisionmaking. ` 8  AsfarasImconcerned,ifyouregoingtogetinacarwreck,itsgoingto P happen.@   8  ImalwaysworriedaboutfallingasleepwhenIdrive.Itsscary.Question: But   notenoughtoswitch?No.!   8  Youjustdothebestyoucan.#!   2.  Whenthebarrierofticketpriceswaslowered,nonriderswouldcitesafetyreasonsmore % # asareasontotakeAmtrak.Oncepriceiseliminated,safetyappearstobecomeamorerelevant p&!$ influenceondecisionmaking.8  Ifthepriceswerelow,you(couldtakethetrainand)wouldnthavetoworry P(#& aboutablowntireandstufflikethat.@)$'   3.  Parentsofstudentsaremorelikelytobeconcernedaboutstudentsafetythanthestudents.  +p&) Despitethedeterministicattitudetowardtheirownsafety,nonridersgenerallyindicatedthatif ,`'* theywereparents,theywouldprefertheirsons/daughterstoridethetrainthandriveforsafetyreasons.4.  Nonridersareawareoftrainaccidents.AllofthenonridersrecalledtheFoxRiver  Groveaccidentbetweenabusandatrain.(Ironically,thisaccidentapparentlywasperceivedasa trainaccidentasopposedtoan auto/busaccident.)Publicitysurroundingtheseaccidentscreatessomesafetyconcernsfornonridersconcerningtraintravel.8  Wheneveratrainaccidenthappens,everybodyknowsaboutit,butwhenacar @  accidenthappens...(shrugsshoulders).0    5.  Nonridersareawareofsafetyhazardsofdriving,butarenotconcernedenoughtotake `  thetrain(presumablyduetopricesandlossofcontrol).Nonridersdonotactivelyconsiderthe P  possibilityoftrainaccidents.Femalenonridersweremoreconcernedwithpossibleautobreakdowns.8  Whenyoureinacar,youareincontrol(ofsafety),butwhenyoureonatrain   someoneelseisincontrol.     BeinginControl    1.  Oneofthemostimportantbenefitsofautotravelrelativetotraintravelistheabilitytobe  incontrol.Nearlyallnonriderscitedtheabilitytogowhenandwheretheywantasmajor  advantagesofautotravel.8  WhenIdrive,IgowhereIwant,IcanstopwhenIwant.`     WhenImdriving,Imincontrol. @ 8  (Evenifticketpriceswerelow)Idprobablyattempttotakethetrainmore,but  p Idprobablystilldrive.Ineedmycar.`   8  Youdontwastetimeorhavetoworryaboutthetrainbeinglate,justthrowyour @ stuffinandgo(theresultisthatitsquickertotravelbycar).0   8  Ifyouregoingupthere(Chicago)tofoolaround,youllneedyourcar.!   8  IdontwanttofeelrushedthatIvegottobesomewhere.Iwanttotakemytime.#!     BeliefsaboutAmtrak Ԁ  % # 1.  Nonridersholdsomenegativeperceptions,particularlyconcerningovercrowdingonthe p&!$ train.Thelackofassignedseatswasaconcerntosomenonriders,whoseframeofreferenceforthisissueisthereservedseatingpoliciesonmostairlines.8  IveriddenAmtrakthreetimes,andsomethingbadhashappenedeverytime.@)$'   8  ItwassofullIcouldntsitdownforthreehours. +p&)    ,`'* Ѐ8  IfImpayingtheequivalentofwhatIdhavetopay(todrive),Imnotstanding  up.   8  Theyshouldknowfrompreviousyearshowmanycarstohave.   2.  NonridersdidnothaveanypreconceivedopinionsaboutthefriendlinessofAmtrak `  staff,orthetypeofindividualwhoridesthetrain(otherthancollegefreshmen.)Nonriderswere P  notgenerallyawareifAmtrakwasregularlylate,butsomenonridershadheardoflengthybreakdowns.8  Studentshadtowaitonboardfor4or5hours. p    3.  NonridersheldsomepositivebeliefsaboutAmtrak,includingtheabilitytosleeponthe P  train.Nonridersalsoknewthegeneraltimeswhenthetrainleftandreturned.  ComparisonsBetweenTravelAlternatives     1.  Subjectsevaluatethecostsoftravelalternativesdifferently.Nonridersperceiveall  travelcostsforAmtrak(i.e.,ticketandthecostoftaxis),butonlyconsiderthecostofgasoline  whendrawingcomparisonstoautotravel.2.  Nonriderscitedseveralnegativeaspectsassociatedwithautotravel.Theseincluded  safetyconcerns(accidents,breakingdown)andspeedingtickets.However,thesearenot p consideredascostsofautotravelonlyaspotentialconsequences.3.  Mostnonridersindicatedtheydidnotconsidertheamountoftimelostintransit.Most @ treatedthisasa costofgettingtotheirdestination.  SuggestionsforBuildingRidership 0  ` 1.  Nonridersuggestionsforbuildingridershipwerepredominantlyintwocategories:price P reductionstoencouragemorefrequentridership,andincreasedpromotiontowardsnonriderstocreateawareness.Nonridersindicatedthepricediscountsformultipleticketpurchases(e.g., 0 buythreeticketsgetonefree)wouldinfluencecurrentridersmorethannonriders.8  Thepeoplewhorideit(Amtrak)nowarethepeoplewhohavealwaysriddenit.!   8  Giveticketsout(togetnewriders).Maybeifsomepeopletriedit,theydlikeit.    0   8(#(#InOhio,Greyhoundhadthisthingwherefor$39,youcouldgoalmostanywhereinthestate.p&!$   8  Getthewordout.(The)onlywaywehearaboutit(Amtrak)iswhensomething P(#& badhappens.@)$'   2.  Severalnonridersindicatedthattheywereunlikelyto giveuptheircarstoride  +p&) Amtrak,regardlessofactionstakenbyAmtrak.Thesefeelingsappearcenteredonthedesireto ,`'* remainincontrolofonesitinerary.3.  ParentsandnewstudentsaretwoimportanttargetmarketsforAmtrak.Inparticular,  parentsarelikelytobemotivatedoversafetyconcernsfortheirchildren.8  Peoplewhohavenotriddenarenotgoingto(ride)unlessyougivethemareason.p   8  Targettheparents.P    @''  KeyObservationsLeisureRiders <   p    LeisureTravelinGeneral :  P  1.  Leisuretravelcanbesubdividedintotwogeneraltypesoftrips:thosewherethe @  destinationisthesourceofleisure,andthosewherethetripisaprimarypartoftheleisureexperience.Fortheformergroup,thetrainisameansofgettingtoleisure,whileinthelatterthe   trainispartoftheleisureexperience.Thedistinctionisimportant,becauseofwhattheconsumer  isseekingfromtheexperience(transportationvs. anexperience).2.  Mostindividualsseemtobetravelingtoaleisure/personaldestination(e.g.,toseefamily  orfriends),andAmtrakisthemeansofgettingthere.Amtraktravelappearstobemoreofa  leisureexperienceinandofitselfforgroupsoftravelers.(Thisconclusionneedstobeverified p withalargersample.)3.  Mostleisureridersappeartohave grownupridingtrains.Allleisureridersinthefocus @ groupindicatedtheyhadbeenridingtrainssincetheiradolescentyearsorearlier.8  WhenIwasakid,weusedtotakethetrainstoTennesseeeveryyear,andIlived  p inChicago,soIrodethere.`     OnBoardAtmosphereandActivities 9:  @ 1.  Leisureridersweregenerallypositiveaboutonboardexperiences.Primarystrengths 0 citedweretheabilitytorelax(talking,sleeping,lookingoutthewindow),peaceofmind(forothersandyourself:arrivingatyourdestinationwithoutincident),andpersonalproductivity(reading,catchinguponwork,etc.)8  Youcansitbackandsleep,youcancatchuponthingsyoucouldntdootherwise. #! Sometimes,itsnicetobeabletositandtalk.Somebodyelseisdoingthedriving.$"   8  Forme,itspeaceofmindbecausemyMomandDaddontlikemedriving.p&!$   8  FormethereasonItakethetrainisitsfaster,andIcangetthingsdonewhile P(#& Imtraveling.Question: Soitmakesyoumoreproductive?Oh,absolutely.@)$'   8  Idontlikedrivingthatfar(toChicago)alone.Iliketositbackandrelaxand  +p&) watchthescenery.Idonthavetoworryaboutparking.Itsnice.,`'*   Ї  Otherpointscitedbyleisuretravelersincludecomfort,reliabilityforinstatetrips  (especiallyduringbadweather),friendlypersonnel,smoothride,andrelaxing.  8  ThatsagoodpointontheadvantagesofAmtrak.Itsrareifitdoesntrun  duringbadweather.   8  Ithinktheyrebetter(morecomfortable)thanmostairlines.`    8  Itsreallycleanandnice.Theseatsarenice,arentlikepokedwithholesand @  things.TheChicagotrains(Metra)arelikethat.0    8  Iwouldthinkthesafenessofthetripismostimportant.`    8  Itsnicetobeabletositbackandrelaxandlookoutthewindow.@    8  Ijustenjoythewholehistoricaspectofit.Idhatetoseethetrainsdisappear.I   cantexplainititsjustanicefeeling(tobeonthetrain).     FocusgroupmembersrankedthefollowingasthemostimportantfactorsconcerningAmtraktravel:  1. ` Safe/relaxingwaytotravel(mostimportant)    2. ` Convenientmeanstotravel p The abilitytobeproductivewhiletravelingand pleasantenvironmentwereapproximatelyequaltoleisureriders.2.  LeisureridersperceiveagoodlevelofservicefromAmtrakonboardpersonnel. 0 8  Itsverynice.Everybody(onboardpersonnel)wasreallynicewhenwe(asenior  p citizenandherdisabledhusband)goton.`   3.  NegativeaspectsoftravelbyAmtraksurroundprices,overcrowding,andoccasional @ equipmentmalfunctions.However,thesewerefaroutweighedbythepositiveaspectsoftravel 0 byAmtrakpreviouslycited.0   8(#(#(Negativesare)therestrooms,andtheticketprices.Thepricesonsnacksare ! high."    8  Dependingonthetypeofcrowdonthetrain,itcangetprettyloud.Theresbeen $" onetimeIcamebackafteraBearsgameanditwasprettyoutrageous(laughing).% #   8  IgotoninLaGrange(headingsouthwest),andwhenwestoppedinNaperville, `'"% andtherewerenomoreseatsleft.Reservationsmighthelpabit.P(#&   8  Theyshoulddosomethingaboutthefumesinthoseareasinbetweencars.Ihad 0*%( tostandthereoncebecausethetrainwassocrowded,anditwassobad. +p&)    ,`'* 8  Probably(thetrain)breakingdown.   8  Afriendofminesaysthatifacrewreachestwelvehours,theystopthetrainand  changecrews.Theywerewayoutinthebooniesandstoppedthetraintowaitforanothercrew.Shesaidtheywereoutinthemiddleofnowhere.p     TalkingwithOtherPassengers  P   1.  OneofthepositiveelementsoftravelbyAmtrakistheabilitytotalkwithother @  passengerswhiletraveling.Most,butnotall,leisureridersindicatedtheyliketoinitiate 0  conversationswithothersonthetrain.  p  8  Itmakesyoufeelbetterwhenyoureonthetraintotalktopeople.`    8  Ifyouresittingnexttosomeoneyoudontknow,itskindofawkwardnotto(talk @  tothem).    8  Ienjoytalkingtopeople.Sometalkback,somedont.   8  Ithinkitaddstotheexperienceforsomeonewhoisasocialperson.   8  Iliketoobservepeople.   8  Icantgetpeopleonaplanetotalk.`   2.  Thereisapparentlyacriticalmassforcreatingapleasantsocialenvironmentonthetrain. @ Leisureridersindicatedtheyreferredthetraintobemorefilledthanemptyiftheywereplanningontalkingwhileonboard.  Ilikeitwiththewholetrainfilleditaddssomethingtotheatmosphere. `   SightseeingfromtheTrain S:  @ 1.  Allleisureridersnotedthattheyenjoyedlookingoutthewindowswhiletravelingon 0 Amtrak.Thiswasparticularlytrueforleisuretravelerstravelingalone.   8  Itsinterestingtowatchthecountrysidefromthetrain.Youseeareasyou ! wouldntseefromacar.Iliketostopatstationsandseethepeople.Itsinteresting.#!   8  Ireadfromabook,andthenIllputitdownandlookoutthewindow.% #     OtherOnBoardActivities :  `'"% 1.  Leisuretravelersalsoindicatedthattheyliketoreadintransit.Individualstraveling P(#& alonespecificallynotedadesiretobeabletosleep(iftheychoose)whileonthetrain.8  Iliketoread.Itsfuntoreadinasmallsecludedarea.Itseasiertodoworkat 0*%( night.Duringtheday,Imtoobusylookingoutthewindow. +p&)    ,`'* 8  Isleeponthetrain,too.AndIgettwoseats.     Publicity :   1.  Theonlypublicitynotedbyleisuretravelersduringthepasttwelvemothshadbeen  negative.Allwereawareofthepossiblelossorreductionofservice. p 8  TheytalkabouttheymightstoptheAmtrak.`    8  TheressomethingaboutAmtrakrefusedGovernorEdgarsproposal.That @  concernedme.0      SuggestionsforIncreasingRidership :  `  1.  Mostsuggestionsforencouragingcurrentriderstoridefocusedonthefrequencyoftrains P  andticketprices.Pricereductionsforquantitydiscounts(e.g.,buythreetickets,getthefourth @  ticketfree)wereperceivedaslikelytoincreasethefrequencyofridingbycurrentriders.Lowerpricesduringtheweekwerenotperceivedaslikelytostimulateleisureriderswhoworkorattendschool,exceptduringannualvacations.8  Ithinkifthepriceswerelowerandofferedmoretrains,theycouldgetpeopleto  commutefromfartherouttoChicago.   8  IknowMetraoffersweekendpassessincetheirridershipishigherduringthe  week.p   8  Imightridemoreofteniftherewasmorefrequencyoftimes.P   2.  Ridersindicatedaninterestina5:00pmdepartureinadditiontotheexistingtrain. 0 8  Maybetheycouldaddasecondtrainonweekends. p   3.  Toconvertnonridersintobeingriders,severalsuggestionswereoffered,includinggroup P ratesfororganizations,freeticketsforindividualswhohaveneverridden,andtyingAmtrakticketsmorecloselytospecificChicagoevents(e.g.,sellinganAmtrakticketandaticketto 0 Wrigleyfieldforasingleprice.)8  (Runadsthatsay)Ridewithustosee(aspecificattraction)orsomethinglike ! that.Givesomeonelikemewithnoimaginationlikemyselfanideaofwhattheycando.#!   8  Iftheresaspecificshoworsomethinggoingon,offergrouprates.% #   8  WhenIwasinCaliforniaandtheystartedthetraininLongBeach,theygavefree `'"% rides.P(#&   8  Makesomekindofspecialpromotiontogettheattentionoffirsttimeriders.0*%(   3.  Leisureridersindicatedthatitwasmorelikelytogetanonridertorideifthenonrider ,`'* wasaccompaniedsomeonewhohadalreadyridden(i.e.,individualswhohasneverriddenwere  perceivedasunlikelytoridealone.)Consequently,offerstoencourageleisuretravelerstotryAmtrakforthefirsttimeneedtoconsidertheroleoftherideraswell.@T T   KeyObservationsLeisureNonRiders C  p   LeisureTravelinGeneral : P   1.  MostleisurenonriderspredominantlydrivetoChicago,andmakefrom18tripsper @  year.Thebusisrarely(ifever)considered,andthenonlybyyoungertravelersoraspartofa 0  grouptourforseniors.FromMacomb,airtravelto/fromChicagoisnotanoption.8  Question Howdoesthebuscompare?Answer:(laughter)Ifitspointtopoint, `  itsnottoobad.(But)youhavetodealwithasectionofhumanityyoudrathernotdealwith.@      Youdontflyfromhere(Macomb)toChicago.   2.  Mostleisuretravelersplantheirleisuretravelseveralweeksormonthsinadvanceof  departure.Thereislittleconsiderationofalternatives,unlesssomespecialconsiderationsare  present(weather,needforthegrouptodepartatdifferenttimes).Thecaristhedefaultmeansoftransportation.3.  Mostleisurenonriderstravelingroupsoftwoormore.Theexceptionisstudentnon ` riderstravelingforleisurepurposes,whofrequentlytravelalonetovisitfriends.4.  Leisurenonriderspreferthecaroverthetrainlargelyfortworeasons:convenienceand 0 cost.  p 0  A. ` Thecarisseenasmoreconvenientbyofferingcontroloverdeparture/arrival ` times,andalsobyreducinganxietyoverlogisticsuponarrivalinChicago(i.e.,howwillIgettomyfinaldestination?).Lackofknowledgeonhowtotravelbygroundtransportationuponarrival(e.g.,Metra)wasfrequentlycited. (#(# 8  WedprefertheflexibilitytogoanywhereinChicago.!   8  WemaybeleavingonaFridayandsomethingcomesup,sowecanleaveon #! Saturday.$"   8  Idonthavetoworryabouthowtogetfromthetrainstationtothedestination.p&!$   8  ThefirstthingIdthinkof(abouttakingAmtraktoChicago)arelogistical P(#& problemswhospickingyouup?@)$'   0  B. ` Thecarisalsoperceivedaslessexpensivethanthetrain,withmostnonriders  +p&) usingthecostofgasolineandthecostofanAmtrakticketasthebasisforcomparison. ,`'* Couponswererecalledbymost,butnotcitedaseffectiveinencouragingnonriderstobecomeriders. (#(# 8  Icangetupthere(Chicago)for$10$15.   8  Therearefiveinourfamily,sototalcostisaconsideration.`    8  ThetimeswereallyenjoytheAmtrakiswhenitisaoneortwopersongroup.@    8  Myschedulingconcernswouldbecomelessrigidifthepriceswoulddrop. p    8  Didntreallystimulatemetowanttoridethetrain.P    0  C. ` ManynonridersappearpoorlyinformedonAmtrakpricesbeyondthebasic 0  roundtripcost.Forexample,anonriderwithchildrenwasntawareofdiscountsfor   kids,andseveralindicatedtherewaslittlemoneytobesavedbybuyingaroundtripticket(ascomparedtoaonewayfare). (#(# 5.  Forstudentleisureriders,thecurrentQuincyChicagoAmtrakscheduleisnotpopular.  The7:00amdeparturetimerequiresstudentstoeitherwaituntilSaturdaymorningtodepart,or  skipallFridayclasses.NonridingstudentscitedAmtrakasapoorvalue,sincetheywereforcedtohaveashorterstayathomewithaSaturdaydeparture(asopposedtogoingbycar,whichallowsforaFridayafternoondeparture.)8  Ifyoureastudent,runanighttrainonFridaynight.Idontwanttoblowmy @ Fridayclassesoff.0   8  Thehoursforthetrainwerentverygood,anditsmoreexpensive.`     PerceptionsofAmtrakOntimePerformance e  @ 1.  Onlyonegroupmemberreportedproblemswithontimeperformance.However,the 0 generalperceptionofthegroupseemedtobethatsuchperformanceisaproblem,basedonwordofmouthfromotherAmtraktravelers.8  Maybemaybeitllgetyouthereat10:30."    8  Ipersonallyhaventhadproblems(withAmtrakarrivingontime),butmyfriends $" have.% #   8  Ithinkitdependsonthetimeoftheyearitsexpectedtohavemoreproblemsat `'"% heavytimesoftheyear,likeThanksgivingandChristmas.P(#&   8  Theystrivetobeextremelypunctual.Ihaventhadanynegativeexperiences.0*%(      ,`'* AmtrakStrengths    1.  Amtrakisgenerallyperceivedbyleisurenonridersasmorecomfortablethanthecar,and  providingamorerelaxinginroutetravelexperiencethantheautomobile.Nonridersfrequently  citedthe noworriesappealofAmtrak.8  Youdonthavetodrive.p     Youcangetupandwalkaround. P    Youhavenoworries. 0    Thescenerysnice. `    Youdonthavetoworryaboutthetraffic. @    Werelaxonthewayhome(fromshoppinginChicago)itsjustalotoffun.  Ifyoureastudent,youcangetworkdone.  8  Idtell(someonewhohasneverridden)totryititsagreatexperience.Its  totallyatyourleisure.Theresallkindsofstuff.Everyoneshouldexperienceit.     AmtrakWeaknesses   ` 1.  Nonridersfrequentlycitedconcernsoverlogistics󀄀howtogetfromthestationtoother P locationsaroundChicago.Theanxietyassociatedwiththisappearstobea costassociatedwithtakingAmtrakamongnonriders,whovaluethecontrolassociatedwithautomobiles.8  (Ariderwouldhaveto)getthelogisticsdownattheotherend. p   8  ImnotfamiliarwiththeLtrain.Idontknowwhereitgoes.P   8  NowthatIliveinasmalltownandhavetheconvenienceofdrivingacarwhen 0 andwhereIwanttogo,IwonderHowamIgoingtogettoEvanstonorWilmette.!   8  Ifyouarentusedtoit,it(logistics)becomeabitofaproblem.#!   2.  Nonridersdislikedgivingupschedulecontrol.Theflexibilityofautotransportationand % # theinflexibilityofrailtransportationtimeswerecitedasprimaryreasonsfortheuseofautotransportationto/fromChicago.8  Ithinktheworstishavingtobendtomeetthetrainsschedule.(Withthecar,)we P(#& cansaywhendoyouwanttoleave,whendoyouwanttoreturnandwecantdothatwiththetrain.0*%(   3.  Theperceivedinabilitytocarrylarge,bulkyitemsonboardthetrainwasalsocitedasan ,`'* Amtraklimitation.Whilesomenonridershadpreviouslytakengolfclubsonboard,others  indicatedtheywereconcernedtheywouldnotbepermittedtocarrysuchbulkyitemsasgolfclubsorpackagesonboard.0   8(#(#IhavemorebagsthanIcancarry,andthatsaproblem.p   8  Idontthinkpeopleknowiftheycantakelargebagsandlargeitemsonthetrain.P      Safety    0  1.  Amtraktravelisgenerallyperceivedbyleisurenonridersasbeingsaferthanautotravel,  p  butsafetyisnotanactiveconsiderationbymostnonriders.Safetybecomesarelevantissuefor `  femaletravelersdrivingalone,thoseconcernedaboutpossibleautobreakdowns,andpossibleweatherproblems.8  Statistically,IthinkIhaveabetterchanceofbeinginanautoaccidentinsteadof 0  atrain.ButIdontthinkaboutit.    8  ImoneofthosethatnoticeseverytimethereisanAmtrakaccident(reportedin  themedia).   8  Humannaturelikestobeincontrol,soyoudliketodriveyourcar.   8  Itsdangerous(whendriving)forgirlstostopbythemselves.    8  IfImtravelingbymyself,IdfeelsafergoingtoChicagoonthetrain.@     RankingFactors    p 1.  Conveniencewascitedasthemostimportantfactorindecidingonatravelalternative. ` Costandschedulewerejustbehind.Peaceofmindandcomfortwerereportedasmuchlessinfluentialinthedecisionmakingprocessfornonriders.Mostimportant:  0   1.0 ` Convenience(Meanratingof1.75,where1=mostimportantand5=least   important) ` (#` (#   2. ` Cost(Mean=2.00) "    3. ` Schedule(2.375) #!   4. ` Safety/Peaceofmind(4.375)   $"   5. ` Comfort(4.5) % #   Wedarrangeourscheduletofit(iftheticketpriceswerelower.) p&!$   Publicity - : P(#& 1.  MostnonriderswereawareofpublicityconcerningAmtrak.Storiesnonriderswere @)$' familiarwithincludethepossibilityofalternaterailproviders,andpossiblereductionsinrailservice.8  Ifyoudontseeads,theonlytimeyouhearaboutAmtrakiswhensomethingbad ,`'* happens.     IdeasforIncreasingRidership :   1.0  Reducelogisticrelatedanxiety.Advertisehowtogetfromthetrainstationtoyourfinal  destination. (#(# 2.0  PromotetheconvenienceandcomfortofridingAmtrak.Educatethepublictoits `  advantages. (#(# 3.  Providediscountstogroupsofriders,includingfamilies. @  4.0  Providespecialticketpackages(Amtrakticketwithatickettoanotherevent,Amtrak 0  ticketandahotelroomatoneprice),thenadvertiseandpromotetheseheavily. (#(# 5.0  Provideshuttleservicesateachendofthetransportationprocess(toreachotherbusiness `  districts). (#(# 6.0  Providefamiliarizationtours.Thesewouldbeorganized,guidedtoursforgroupsof @  firsttimeridersfromparticularbusinessesandorganizationstogetthemfamiliarwithtrainriding. (#(# 8  Youneedtogetthemoverthefearoftheunknown    7.  Discountticketprices,includingdiscountsforafriend.  8.  Offerabetterschedule.  @   KeyObservationsBusinessRiders   `   KeyMotivatorstoTravelMode   @ 1.  TheprimaryreasonstravelersselectanymodeoftravelbetweenChicagoandanyofthe 0 fourmarkets(Milwaukee,St.Louis,Quincy,Carbondale)isconvenience.Convenience  p primarilytranslatestotime.8  Thecutoffistwohours.IfitsmorethantwohourstowhereImgoing,Illlook P foranotherwaytogoratherthandrive.    2.  TravelersgoingtoSt.LouisoftenprefertoflybecausethecostissimilartoAmtrakand   ittakeslessthanhalftheamountoftimetofly.8  Likeanysalesperson,timeismoney.SoifitsSt.Louis,Imonaplane."    3.  ThosewholiveinthenorthernsuburbsofChicagofinditmoreconvenienttodriveto $" MilwaukeethandrivetoUnionStationandrideAmtrak.OthersprefertotakeAmtrakrather % # thanfightthetraffic.4.  WhilerespondentsarentfamiliarwiththeexactschedulebetweenChicagoand P(#& Milwaukee,theperceptionisthattheAmtrakscheduleisnotconducivetothebusinesstraveler. @)$' 8  YoucantdoafullbusinessdaywithoutstayingovernightinMilwaukeeifyou 0*%( takethetrainbecauseoftheschedule. +p&)    ,`'* 5.  TheChicago/Carbondalerouteisdescribedasthesameinlengthwhetherdrivingor  goingbytrain(aboutfivehours).Thedecisionbetweentrainorcaronthiscorridorismadeby  theweatherortheneedforacaruponarrivalinCarbondale.  8  Carbondaleisafivehourdriveorafivehourtrainride.Ifyourelookingto  relaxandnotdealwiththedrive,youjusthavetoacceptthereareonlytwotrainsaday.`    6.  ChicagotoQuincymayeitherbeadriveortraintrip,dependingontheneedsofthe P  traveler.Somewouldratherrelaxonthetrain,readorgetotherworkdone.Othersmakesales @  stopsalongtowayorneedtransportationwhentheyarrive(andneedacar.)7.  Weatherisadeterrenttoautomobiletravel,andanadvantageforAmtrak.Whenthe `  weatherisbad,andthetripcannotbeavoided,morepeopleprefertotakeAmtraktomarketsthatcannotbereachedbyair.8.  Somebusinesstravelersprefertodrivev.trainorflyiftheyaretransportingbulky   materials,suchassaleskits/brochures,tradeshowbooths,otherpresentationmaterialsor  samplestotakewiththem.9.  Costwasnotmentionedbybusinesstravelersasanissuewhenmakingadecisionon  travelmode.  TravelDetails '  ` 1.  Mostoftherespondentsplantheirowntravel,andeithermaketheirownreservationsor P haveasecretary/travelagentdoso.2.  Planstotravelbyanytransportationmodearemadeanywherefromamonthtotwodays  p beforethetriptakesplace. ` 3.  WhentravelingbyAmtrak,businesstravelerstypicallyarriveatthetrainstationbytaxi. @ 8  Howcanyougettherebycarwhereisanyparking?0   4.  Themodeoftransportationatthepointofdestinationvariesbyneedandjobsituation. ! Somerespondentsarepickedupbycolleagues,otherstakeataxi,andsomeareabletowalktomeetinglocation(particularlyinMilwaukee.)Allsayitisverydifficulttorentacarbecausenoneofthetrainstationshaverentalfacilities.5.  Mostbusinesstravelerstravelalonewhengoingtothepreviouslyciteddestinations. p&!$   TheAmtrakExperience +  P(#& 1.  The GoldStandardoftraintravelisEuropeantraintravel.Respondentsgenerallyhave @)$' positiveperceptionsoftraintravel,callingitcharming,delightful,andothertermsexpressingenjoymentoftheexperience.ThesedescriptionsapplytocurrentEuropeantrains,ortopast  +p&) domestictrainexperiences. ,`'* Ї2.  Businessridersclaimtheadvantagestotraintravelare:    Relaxing  Safety  Convenientscheduling  Reliability  Avoidanceofweatherproblems  Opportunitytogetworkdonewhiletraveling  Sightseeing/watchthescenery2.  RecentexperiencesonAmtrakhavebeendescribedaslessthanperfectinsomekey  p  areas.Whilenoneoftheproblemareaswasdescribedasbarrierstouse,theywerementionedby `  severalgroupparticipants.  Cabinsandbathroomsarentclean  Interiors/fabricsneedupgrading  Lightingisntverygood  Employeesneedtrainingincustomerservice(needtobefriendlier/morehelpful)  Scheduleneedsimprovement(primarilytoMilwaukee)   0  Foodofferingsneedtobeupgradedmorehealthyfoodsandbetterinventorymanagement(theyalwaysrunoutofthings) (#(# 0  Returnthe romanticambianceand charmingatmospherethattrainsusedtohave. (#(#   SuggestionsforIncreasingRidership %2  ` 1.  RespondentswhoarecurrentAmtrakbusinessriderswereaskedhowtheywould P improveridershiponAmtrak.Inadditiontosuggestingthepreviouslymentionedimprovements,thereweremanysuggestionswhichfocusedonmarketingandpromotion,aswellasotherbusinessbuildingideas.ThefollowingideasweresubmittedbyAmtrakbusinessriders:  p   AddaBusinessorFirstClassservice  Increasethespeedofthetrains  Provideshuttleservicefromthetrainstationstothelocalhotelsandkeybusinessareas.  Addcellularphonestothetrains  Arrangefor carwaitingrentalsatstations  AddTVSormovies  Addelectricaloutletsforlaptopcomputers2.  AllrespondentsagreedthatAmtrakshouldadvertiseandofferspecialpromotionsor $" specialprices.Thefollowingrepresenttheideasexpressedbybusinessriders: % #   Offerafrequenttravelerprogram  Offertieinswithrentalcompanies(onedayfree)  Halfoffhotelnight  Considertravel/ticketpromotionswithChicagosportsteams  Halfpricetickets/specialpriceoffers  Freephonecard ,`'* 3.  A fiveticketsforthepriceoffourpromotionwasnotmetwithmuchsupportfrom  businessriders.Someindicatedtheywouldpreferpricebreaksonsmallerquantitiesoftickets,  sincemanydidnotgotodestinationslikeCarbondaleorQuincymorethan34timesperyear.Otherbusinessriderswereunconcernedaboutticketprices,sincetheiremployerpaysforthetickets.4.  Amtrakriderssuggestedthebestwaytoreachbusinesstravelerswithanadvertising P  messageisinprintbusinesspublications,suchastheWallStreetJournal,Crains,Chicago @  Tribune,ChicagoMagazine,InvestorsBusinessDaily,ornewsandtalkradiostations. 0  RespondentsagreethatoutdoorboardssimilartothoseusedbyMetraonmajorhighwayswouldbeagoodideaforAmtrak.  Publicity };  @  1.  SomerespondentswerefamiliarwithpotentialAmtrakschedulecutsandotherfinancial 0  woes.TravelerssaidthepublicityhadnoeffectontheiropinionofAmtrakortheirplansto   travelbyAmtrak.  @& &   KeyObservationsBusinessNonRiders <     KeyMotivatorstoTravelMode K=   1.  Businessnonridersselecttheirtransportationmodethesamewaybusinessridersdo, p basedonconvenienceortheamountoftimeittakestogettothedestination. ` 8  TheamountoftimeIhavewilldictatethewayIgetthere.P   2.  TheautomobileisusuallythechosenmodeoftransportationfortheChicagoto 0 Milwaukeeroute.Mostofthebusinessnonridersclaimtoneedacaruponarrivalin  p Milwaukee.8  Ihavetoseemorethanoneperson,soIneedacarwhenIgetthere.P   3.  BusinessnonridersareunlikelytotravelbytrainorcartoSt.Louisduetothetime 0 factor.AirtravelwasthepreferredmeansoftravelingfromChicagotoSt.Louis.Someclaimto   bewillingtotakeatraintoSt.Louisiftheweatherwasverybad.8  Thetrainisnocheaperandittakesawholelotmoretime(thanairtravel)."    4.  BusinessnonriderswhotraveltoCarbondaleandQuincyprefertheautomobiletothe $" trainbecausetheymightmakeseveralstopsalongtheway,ortheyrequiretransportationwhen % # theyarriveinthedestinationcity.8  Ifsomeone(frommycompany)wouldpickmeupwhenIarriveatthetrain `'"% station,Iwouldtakethetrain.    5.  Businessnonriderswhoneedtocarrysalesmaterialsorotherbulky/awkwarditemsoften 0*%( prefertodrivetothedestination,claimingitiseasierforthem.  +p&)  ,`'* 6.  Thecostoftraintravelwasnotmentionedasadeterrenttothechoiceoftransportation  mode.  TravelDetails FE   1.  Thedetailsofthetravelplansmadebybusinessnonridersaresimilartothoseofthe p businessriders.Travelplansmaybemade12monthsinadvance,orwithindaysofthetrip. `  2.  Thebusinessnonriderselectshis/herownmodeoftravelandmaketheirown @  reservations,orhaveasecretary/travelagentprovidethisservice. 0  3.  Asseenearlierwithbusinessriders,mostbusinessnonriderstravelalonetoCarbondale, `  Quincy,St.Louis,andMilwaukee.  TheAmtrakExperience G  0  1.  MostbusinessnonridershaveriddenthetraintooneormoreofCarbondale,Quincy,St.   Louis,orMilwaukee.Theywerealsoawareoftheadvantagesoftraintravel(relaxing,abilityto  beproductivewhiletraveling)8  Onthetrain,youcansleep,eat,justhavedowntime.Youcanfinishwork,use  yourlaptop,orgetupandwalkaround.   8  Thesceneryoftakingthetrainissecondtonone.p   8  Itsrelaxingjustgetagoodbookandgo.P   8  Youdonthavetodealwiththetraffic.0   2.  OnerespondentindicateditisconvenienttotakethetraintoMilwaukeeifyourofficeis ` indowntownChicago,becauseitiseasytogettoUnionStationandgetonthetrain. P 3.  Fewofthenonridershadtraintravelexperiencesfromtheirchildhood.Nostalgiawas 0 notarelevantissuewiththisgroup.  BarrierstoAmtrakTravel L  "  1.  Overall,thebusinessnonriderdislikestheperceivedinflexibilityoftrainschedules.In #! general,travelbyautomobileisdescribedaseasierthantraintravelbecausethetravelerisincontroloftheschedule.8  Itallcomesdowntocontrolyourtime,yourschedule,yourradiostation,your p&!$ speed,etc.    8  Ifyoutakethetrain,youbetternotbeinahurry.@)$'   2.  Perceivedlackoftransportationoptionsatthetrainstationinthedestinationcitymaybe  +p&) abarriertotraintravelaswell.Mostprefertohavetheirowncar,ratherthanrentacaror ,`'* dependuponpublictransportation.3.  Somebusinessnonridersdohaveaperceptionoftraintravelasbeing sleazy.  8  WhenIthinkofthetrain,Ithinkofashabbyformoftransportation,dirtyinside  withtrashallovertheplace.p   8  IthinkofitasastepabovetheGreyhound.P    4.  Nonbusinessridersperceivethattherearefew,ifanybusinessridersonAmtrak. @  8  Iexpecttoseecollegekids,olderretiredpeople,peoplevisitinggrandma 0  peoplewhocantaffordtoflytakingAmtrak. p    8  IdontexpecttoseebusinesspeopleonAmtrakbecauseIdontthinktheyhave P  advertisedtothebusinesstraveler.@    5.  ManybusinessnonriderssaytheyjustdontthinktotakeAmtrak.   8  IneverseeanyadsforAmtrak,soIdontthinkofit.     SuggestionsforIncreasingRidership T   1.  Themajorityofsuggestionsforincreasingbusinesstravelfocusedonimproved  advertisingandpromotion.Mostoftheideaspresentedweresimilartothosepresentedby  businessriders.2.  SeveralbusinessnonridersstressedtheneedtoshowtheAmtrakonboardexperience. P Forexample,showthebusinessriderworkingonthetrain,relaxing,walkingaround,enjoyingthescenery,etc.Inotherwords,visuallydisplaytheAmtrakexperienceintheadvertising.3.  OtherrecommendationsforbuildingAmtrakridershipamongbusinesstravelersincluded: `   0 ` Offerdiscountstocorporatetraveldepartments ` (#` (#    ` Initiatefrequenttravelerprograms   ` Offerticketdiscounts(twoforone,halfprice,etc.)   ` Providetieinswithhotelandrentalcaragencies   ` Initiatespecialpromotions(friendsridefree,familyfares)   ` Provideshuttleservicetolocalhotels   ` Appealtonichemarkets(e.g.,students)withspecialfares   ` Improvethetrainschedules   ` Providefastertrains  Publicity AZ  `'"% 1.  Businessnonridersarefamiliarwithbothpositiveandnegativepublicityconcerning P(#& Amtrak. @)$' 0  A. ` Inthepositivearena,onerespondenthadheardthatAmtrakexecutiveshad 0*%( traveledtoJapantolearnabouthighspeedbullettrainsinthatcountry,andtowhatextent  +p&) thistechnologycouldbetransferredtothiscountry.,`'*(#(# 0  B. ` Inthenegativearenarespondentswerefamiliarwiththepublicitysurroundingthe  financialproblemsoftheorganization,inparticularproposedschedulecutbacks.In  addition,thereislingeringknowledgeregardingaccidentsanddeathsattributedtothis. (#(# 2.  Overall,businessnonridersseemedwillingtogiveAmtrakachance,inspiteofnegative  publicitytheyhaveheard.@rr'  RIDERS v^Ԉ @    Methodology ^  p    Forthepurposesofthepresentresearch,ariderisdefinedassomeonewhocompleteda `  surveyonboardanAmtraktraininIllinois.Ridersweredividedintothreecategories:Leisure/personalriders,studentriders,andbusinessriders.Riderswereassignedtoacategoryaccordingtothereasonforthetrip,asreportedbytherideronthedaytheridercompletedthesurvey.  RidersweresurveyedoneachofthefourIllinoiscorridors(ChicagoMilwaukee,ChicagoCarbondale,ChicagoSt.Louis,andChicagoQuincy)betweenOctober8andNovember2,1996.Priortoadministeringthesurvey,anannouncementwasmadeoverthetrainspublicaddresssystem,informingpassengersofthesurveyandaskingfortheircooperation.ThiswastypicallydoneafterthelastmajorstopbeforeChicagoonmostcorridors(i.e.,afterChampaignontheChicagoCarbondalecorridor,afterGalesburgontheChicagoQuincyCorridor).Asurveyadministratorthenpassedthrougheachcar,distributingsurveysandcomplimentarypensforanyonewhoneededthem.Surveysweresubsequentlycollectedbythesurveyadministratorpriortoarrivalatthefinaldestination.Riderswhoreportedtheyhadcompletedasurveyonanothertrainwereexcludedfromrepeatsurveys.  Surveyswereadministeredaccordingtotheschedulelistedbelow.Forpurposesofanalysis, weekdayisdefinedasMondayThursday,while weekendisdefinedasFridaySunday.Itshouldbenotedthatsomecorridorsrequiredmoreobservationsthanothers(e.g.,ChicagoQuincy),dependinguponthevolumeofriders.Also,somecorridorsrequiredmoreweekendobservationsduetolowerweekendridershipnumbers(e.g.,ChicagoMilwaukee).  ! @ ChicagoMilwaukeeCorridor   *w` ddd Xdd Xdd X(#(#w,dd ,dd ,dd +    Train 'T 'Date 'T 'Weekday/Weekend ?5T t@333t@?333 6,* t@333 t@ 610/12   Weekend 6,  u@336u@6336 6,* \ u@336 u@ 610/12   \  Weekend 6,  \  t@335t@6335 6,*   t@335 t@ 610/16     Weekday 6,     u@338 u@6338 6,* d  u@338  u@ 610/16   d Weekday 6,  d u@337u@6337 6,*  u@337 u@ 610/20    Weekend 6,   @u@340@u@6340 6,*l  @u@340 @u@ 610/20  l  Weekend 6, l  Pu@341Pu@6341 6,*  Pu@341 Pu@ 610/20    Weekend 6,   t@330t@6330 6,*$t  t@330 t@ 610/21  $t  Weekday 6, $t  t@331t@6331 6,* t@331 t@ 610/21   Weekday 6,  t@334t@6334 6,*,|  t@334 t@ 610/21  ,|! Weekday ,|" @ ChicagoCarbondaleCorridor  <# *w ` d ` ddd dd dd (#(#w,dd ,dd ,dd +   ,|$ Train '% 'Date '& 'Weekday/Weekend ?5' x@392x@?392 6,*d( x@392 x@ 610/17  d) Weekday 6, d* px@391px@6391 6,*+ px@391 px@ 610/18  , Weekend 5+ -  M@58M@558 5+)l.  M@58 M@ 510/25  l/ Weekend 6, l0 px@391px@6391 6,*1 px@391 px@ 610/26  2 Weekend 6, 3 x@392x@6392 6,*$ t4 x@392 x@ 610/29  $ t5 Weekday 6, $ t6 px@391px@6391 6,*!7 px@391 px@ 610/30  !8 Weekday !9    #: @ ChicagoQuincyCorridor   *w!"` d` ddd dd dd  (#(#w,dd ,dd ,dd +    Train 'T 'Date 'T 'Weekday/Weekend ?5T u@348u@?348 6,* u@348 u@ 610/4   Weekend 6,  u@347u@6347 6,* \ u@347 u@ 610/5   \  Weekend 6,  \  u@348u@6348 6,*   u@348 u@ 610/10     Weekday 6,    u@347u@6347 6,* d u@347 u@ 610/10   d Weekday 6,  d u@348u@6348 6,*  u@348 u@ 610/17    Weekday 6,   u@347u@6347 6,*l  u@347 u@ 610/17  l  Weekday 6, l  u@348u@6348 6,*  u@348 u@ 610/20    Weekend 6,   u@347u@6347 6,*$t  u@347 u@ 610/21  $t  Weekday 6, $t  u@346u@6346 6,* u@346 u@ 611/3   Weekend 6,  u@347u@6347 6,*,|  u@347 u@ 611/3  ,|! Weekend ,|" @UU ChicagoSt.LouisCorridor  <# *w#$` d ` ddd dd dd !"(#(#w,dd ,dd ,dd +   ,|$ Train '% 'Date '& 'Weekday/Weekend ?5' s@304s@?304 6,*d( s@304 s@ 610/4  d) Weekend 6, d* r@303r@6303 6,*+ r@303 r@ 610/5  , Weekend 6, - r@300r@6300 6,*l. r@300 r@ 610/12  l/ Weekend 6, l0 t@321t@6321 6,*1 t@321 t@ 610/12  2 Weekend 6, 3 s@304s@6304 6,*$ t4 s@304 s@ 610/14  $ t5 Weekday 6, $ t6 r@303r@6303 6,*!7 r@303 r@ 610/16  !8 Weekday !9  Inaddition,severalweekdaytripsbetweenSpringfieldChicagoweremadebyarepresentativeoftheIllinoisBureauofRailroadsonbehalfoftheproject.Thisresultedinanadditional330weekdayobservationsforthiscorridor.TheresearchteamgratefullyacknowledgestheassistanceofMr.LotharSoliwonandtheIllinoisBureauofRailroadsfortheirassistanceintheweekdaydatacollectiononthiscorridor.  Atotalof2,529useablesurveyswerereturned.Thenumberofuseablesurveysbycorridorwereasfollows:  H*%A *w%&` d` ddd dd dd #$(#(#w,[dd ,dd +     Corridor 'd '  Respondents d  [ChicagoMilwaukee 6,  ؁@571؁@6  571 ?53  ؁@571 ؁@ ?ChicagoCarbondale 6, l @|@452@|@6  452 ?53l  @|@452 @|@ ?ChicagoSt.Louis 6,   @912@6  912 ?53   @912 @ ?2ChicagoQuincy 6, $ t  @594@6  594C97$ t   @594  @ CԄCategorizedbytheselfreportedtypeofrider,thesamplecanbesubdividedasfollows:*f'(` d` d[dd dd %&(#(#f,[dd ,dd +   $t  TypeofRider '  'Respondents   BusinessRiders   \  541(21.8%)   \  StudentRiders    299(12.1%)    LeisureRiders  d 1,494(60.3%)  d OtherRiders   145(5.8%)   IMPORTANT:Itisimportanttonotethatthesenumbersreflectselfreportedreasonsforthetrip,  butdoNOTnecessarilyreflectthenumberofstudentridersonAmtrakinIllinois.While299individuals(12.1%)identifiedthereasonfortheircurrenttripas travelto/fromschool,571individuals(22.6%)respondentsidentifiedthemselvesasfulltimestudents.Thisdiscrepancymayoccurwhenstudentstravelfromtheircollegetovisitfriends/familyandconsiderthemselvestobetravelingfor leisurepurposes,eventhoughinrealitytheyaretravelingto/fromtheiruniversity.Forthepresentresearch,astudentriderisdefinedasonlythoseindividualswhoself H reportedthattheyaretravelingto/fromschool.Surveyadministratorsestimatedtheresponserate(excludingthosewhohadpreviouslyfilledoutasurveyonanothertrain)tobeapproximately90%.Riderswhocompletedandreturnedasurveywereprovidedwitha$5couponforAmtrakinIllinois.  KeyFindings ݋  "($ 1.0  Overall,fourattributeswereequallyimportanttoridersinselectingatravelalternative. #% Thefourmostimportantattributes(asmeasuredonafivepointscaleanchoredby5= importantand1= unimportant)werecomfort(mean=4.47),travelingwheretheriderwants(4.46),cost(4.45),andtravelingwhentheriderwants(4.43).Thefifthattributeassessed,theabilitytoworkwhiletraveling,wassignificantlylower(3.1498). (#(# 2.0  Significantdifferences(p=.05)werenotedforeachofthefiveattributesaccordingtothe h)$+ typeofrider(leisure,business,student).Thegreatestdifferenceswerenotedwithbusinessridersintheareasofcost(lessimportanttobusinessriders)andtheabilitytoworkwhiletraveling(moreimportanttobusinessriders.)8,'.(#(# Ї@   ImportanceofEachAttributebyTypeofRider   *f)*d` d[dd dd '((#(#f,4dd ,dd ,dd ,dd ,dd ,Fdd +    TypeofRider 'T 'Comfort 'T 'Cost 'T 'Traveling T WhenIWant '4 'Traveling T WhereIWant '4  'GetWork T  DoneWhileTraveling '4  'BusinessRider B8h  ^K=@4.4016^K=@B4.4016 ]S-h  ^K=@4.4016 ^K=@ ?@4.1936?@]4.1936 ]S-h  ?@4.1936 ?@ `"9@4.3065`"9@]4.3065 ]S-h  `"9@4.3065 `"9@ H.!=@4.3097H.!=@]4.3097 ]S-h  H.!=@4.3097 H.!=@ lV} @3.5852lV} @]3.5852 B8-h  lV} @3.5852 lV} @ BStudentRider B8 < HPs@4.3979HPs@B4.3979 ]S- < HPs@4.3979 HPs@ [잼@4.6842[잼@]4.6842 ]S- < [잼@4.6842 [잼@ =yX5@4.5524=yX5@]4.5524 ]S- < =yX5@4.5524 =yX5@ 1.@4.54581.@]4.5458 ]S- < 1.@4.5458 1.@ 47B @3.282747B @]3.2827 B8- < 47B @3.2827 47B @ BLeisureRider B8p  Ӽ @4.5089Ӽ @B4.5089 ]S-p  Ӽ @4.5089 Ӽ @ b=@4.4934b=@]4.4934 ]S-p  b=@4.4934 b=@ jt@4.4615jt@]4.4615 ]S-p  jt@4.4615 jt@ \ Ac @4.5121\ Ac @]4.5121 ]S-p  \ Ac @4.5121 \ Ac @ Zڊ}@2.9363Zڊ}@]2.9363 B8-p  Zڊ}@2.9363 Zڊ}@ BOtherRider B8 D  &†W@4.5856&†W@B4.5856 ]S- D ! &†W@4.5856 &†W@  @4.4561 @]4.4561 ]S- D "  @4.4561  @ =Uk@4.3551=Uk@]4.3551 ]S- D # =Uk@4.3551 =Uk@ ^i@4.3529^i@]4.3529 ]S- D $ ^i@4.3529 ^i@ 333333 @3.1500333333 @]3.1500 B8- D % 333333 @3.1500 333333 @ BTotal B8x & a+@4.4738a+@B4.4738 ]S-x ' a+@4.4738 a+@  ףp=@4.4475 ףp=@]4.4475 ]S-x (  ףp=@4.4475  ףp=@ {G@4.4325{G@]4.4325 ]S-x ) {G@4.4325 {G@ +e@4.4618+e@]4.4618 ]S-x * +e@4.4618 +e@ †W2 @3.1498†W2 @]3.1498 B8-x + †W2 @3.1498 †W2 @ BFvalue A7L , /$@4.381/$@A4.381 \R,L - /$@4.381 /$@ M5@21.634M5@\21.634 \R-L . M5@21.634 M5@ v@6.526v@\6.526 [Q,L / v@6.526 v@ - @8.453- @[8.453 \R,L 0 - @8.453 - @ w/=7@23.239w/=7@\23.239 B8-L 1 w/=7@23.239 w/=7@ BSignificance @6 2 Mbp?.004Mbp?@.004 KA+ 3 Mbp?.004 Mbp? # K.000 =3 4 #  # =.000 =3 5 #  # =.000 =3 6 #  # =.000-#! 7 #   -3.0  Overall,Amtrakwasperceivedbyriderstobemorecomfortablethanauto,air,orbus 8 travel.Thiswasconsistentforalltypesofridersexceptstudentriders,whoperceivedairtraveltobemorecomfortablethantravelbyAmtrak. (#(# @  ComfortofTravelAlternativesbyTypeofRider  P< *+,dd4dd dd dd dd dd Fdd )*(#(#,dd ,dd ,dd ,dd ,dd +   @= TypeofRider '> 'AmtrakComfort '? 'AutoComfort '@ 'AirComfort 'A 'BusComfort 'B 'BusinessRider B8(xC sAO@4.0774sAO@B4.0774 ]S-(xD sAO@4.0774 sAO@ a4 @3.6168a4 @]3.6168 ]S-(xE a4 @3.6168 a4 @ ,Ԛ @3.4566,Ԛ @]3.4566 ]S-(xF ,Ԛ @3.4566 ,Ԛ @ `"@2.2470`"@]2.2470 B8-(xG `"@2.2470 `"@ BStudentRider B8H uq @4.0313uq @B4.0313 ]S-I uq @4.0313 uq @ :#J{@3.8357:#J{@]3.8357 ]S-J :#J{@3.8357 :#J{@ TR'@4.1724TR'@]4.1724 ]S-K TR'@4.1724 TR'@ V/@2.5914V/@]2.5914 B8-L V/@2.5914 V/@ BLeisureRider B80M [ A@4.2356[ A@B4.2356 ]S-0N [ A@4.2356 [ A@ jqd @3.6741jqd @]3.6741 ]S-0O jqd @3.6741 jqd @ x&@3.7690x&@]3.7690 ]S-0P x&@3.7690 x&@ S㥛@2.3460S㥛@]2.3460 B8-0Q S㥛@2.3460 S㥛@ BOtherRider B8R zG@4.1575zG@B4.1575 ]S-S zG@4.1575 zG@ @3.8750@]3.8750 ]S-T @3.8750 @ a4o@3.8043a4o@]3.8043 ]S-U a4o@3.8043 a4o@ *D@2.3556*D@]2.3556 B8-V *D@2.3556 *D@ BTotal B88!W 1@4.17081@B4.1708 ]S-8!X 1@4.1708 1@  ףp= @3.6925 ףp= @]3.6925 ]S-8!Y  ףp= @3.6925  ףp= @ Oe@3.7541Oe@]3.7541 ]S-8!Z Oe@3.7541 Oe@ |?5@2.3585|?5@]2.3585 B8-8![ |?5@2.3585 |?5@ BFvalue A7" \ ~jt@7.519~jt@A7.519 [Q," ] ~jt@7.519 ~jt@ V- @3.327V- @[3.327 \R," ^ V- @3.327 V- @ V-3@19.811V-3@\19.811 \R-" _ V-3@19.811 V-3@ @4.201@\4.201 8.," ` @4.201 @ 8 Significance ) @$a # ).000 KA@$b #  ~jt?.019~jt?K.019 KA+@$c ~jt?.019 ~jt? # K.000 KA@$d #  ~jtx?.006~jtx?K.006;1/@$e ~jtx?.006  ~jtx? ;4.0  Overall,autotravelwasperceivedtobethebesttravelalternativeintermsofcost,with `% e Amtrakassecondbest.Thishierarchywasconsistentexceptforstudenttravelers,whoperceivedthecostofbustraveltobebetterthanthecostofAmtrak(thoughbothwerestillbehindthecostofautotravel).Significantdifferenceswerenotedintheperceptionsofcostforeachalternativeaccordingtothetypeoftraveler.ItisparticularlynoteworthythatthereislittledifferencebetweentheperceptionsofautocostandAmtrakcostforbusinesstravelers(autocost=3.8965,Amtrakcost=3.7886).ThegreatestdifferenceintheperceptionsofautoandAmtrakcostswerenotedforstudentriders(autocost=4.3249, +@'l Amtrakcost=3.1324).Airtravelwasconsistentlyperceivedtobethemostcostlyofthefourtraveloptions. (#(#  @z z CostofTravelAlternativesbyTypeofRider   *-.dddd dd dd dd dd +,(#(#,dd ,dd ,dd ,dd ,dd +   p TypeofRider '$ 'AmtrakCost '$ 'AutoCost '$ 'AirCost '$ 'BusCost '$  'BusinessRider B8X   ;M O@3.7886;M O@B3.7886 ]S-X   ;M O@3.7886 ;M O@ y&1,@3.8965y&1,@]3.8965 ]S-X   y&1,@3.8965 y&1,@ ]Fx@2.1931]Fx@]2.1931 ]S-X   ]Fx@2.1931 ]Fx@ B>٬z @3.1849B>٬z @]3.1849 B8-X  B>٬z @3.1849 B>٬z @ BStudentRider B8 , W/' @3.1324W/' @B3.1324 ]S- , W/' @3.1324 W/' @ 镲L@4.3249镲L@]4.3249 ]S- , 镲L@4.3249 镲L@ Pkw@2.4514Pkw@]2.4514 ]S- , Pkw@2.4514 Pkw@ 0*D @3.53360*D @]3.5336 B8- , 0*D @3.5336 0*D @ BLeisureRider B8`  +e@3.8559+e@B3.8559 ]S-`  +e@3.8559 +e@ '1@4.1505'1@]4.1505 ]S-`  '1@4.1505 '1@ )Ǻ@2.4652)Ǻ@]2.4652 ]S-`  )Ǻ@2.4652 )Ǻ@ .!u @3.3076.!u @]3.3076 B8-`  .!u @3.3076 .!u @ BOtherRider B84  ^I +@3.8960^I +@B3.8960 ]S-4  ^I +@3.8960 ^I +@ *:H@4.3208*:H@]4.3208 ]S-4  *:H@4.3208 *:H@ ڊew@2.4333ڊew@]2.4333 ]S-4  ڊew@2.4333 ڊew@ y) @3.3409y) @]3.3409 B8-4  y) @3.3409 y) @ BTotal B8h  鷯@3.7518鷯@B3.7518 ]S-h  鷯@3.7518 鷯@ b}@4.1229b}@]4.1229 ]S-h  b}@4.1229 b}@ M O/@2.3981M O/@]2.3981 ]S-h ! M O/@2.3981 M O/@ /$ @3.3130/$ @]3.3130 B8-h " /$ @3.3130 /$ @ BFvalue B8< # Zd;OA@35.104Zd;OA@B35.104 ]S-< $ Zd;OA@35.104 Zd;OA@ )\(@12.330)\(@]12.330 \R-< % )\(@12.330 )\(@ Gz@4.670Gz@\4.670 [Q,< & Gz@4.670 Gz@ K7A`@3.797K7A`@[3.797 8.,< ' K7A`@3.797 K7A`@ 8 Significance ) p( # ).000 =3p) #  # =.000 KAp* #  ~jth?.003~jth?K.003 YO+p+ ~jth?.003 ~jth? {Gz?.010{Gz?Y.010;1/p, {Gz?.010  {Gz? ;5.0  Ridersperceivetheautoasthebesttravelalternativeintermofallowingatravelerto - leavewhenhe/shewants.Autotravelwasconsistentlyandsignificantlyrankedaboveallotheralternatives,includingAmtrak,withnosignificantdifferencesreportedbetweenthefourgroups(business,student,leisure,andother.)Amtrakwasrankedassecondbestfortheabilitytotravelwhenthetravelerwantsbyallgroupsexceptstudentriders,whoperceivedAmtraktorankthirdbehindbothautoandbehindairtravel.LeisureridersgavethehighestscoresofanyridergrouptoAmtrak,indicatingthatleisuretravelersperceivetheirabilitytotravelwhentheywanttobegreaterthandootherridergroups(e.g.,studentsandbusinessriders).Travelbybuswasconsistentlyrankedlastbyallridergroupsonthisattribute. (#(#  7XXdXXd7   8 @r r  AbilitytoTravelWhenIWantbyTypeofRider   */0dddd dd dd dd dd -.(#(#,dd ,dd ,dd ,dd ,dd +    TypeofRider 'T 'Amtrak,Travel T WhenIWant 'D 'Auto,Travel T WhenIWant 'D 'Air,Travel T WhenIWant 'D 'Bus,Travel T  WhenIWant 'D  'BusinessRider B8x  ŏ1w @3.3082ŏ1w @B3.3082 ]S-x  ŏ1w @3.3082 ŏ1w @ _vO@4.6466_vO@]4.6466 ]S-x  _vO@4.6466 _vO@  Q@3.0398 Q@]3.0398 ]S-x  Q@3.0398  Q@  o_N@2.5381 o_N@]2.5381 B8-x  o_N@2.5381  o_N@ BStudentRider B8 L Gx $ @3.4571Gx $ @B3.4571 ]S- L Gx $ @3.4571 Gx $ @ vOjM@4.5756vOjM@]4.5756 ]S- L vOjM@4.5756 vOjM@ Dp @3.5551Dp @]3.5551 ]S- L Dp @3.5551 Dp @ x&1@3.0040x&1@]3.0040 B8- L x&1@3.0040 x&1@ BLeisureRider B8  F%u @3.6292F%u @B3.6292 ]S-  F%u @3.6292 F%u @ |гY@4.5876|гY@]4.5876 ]S-  |гY@4.5876 |гY@  @3.3433 @]3.3433 ]S-   @3.3433  @ uq `@2.7969uq `@]2.7969 B8-  uq `@2.7969 uq `@ BOtherRider B8 T  @3.6000 @B3.6000 ]S- T  @3.6000  @ d`T@4.6429d`T@]4.6429 ]S- T d`T@4.6429 d`T@ d`TR @3.5402d`TR @]3.5402 ]S- T d`TR @3.5402 d`TR @ 镲@2.8372镲@]2.8372 B8- T 镲@2.8372 镲@ BTotal B8  W2D @3.5333W2D @B3.5333 ]S-  W2D @3.5333 W2D @ a2U0*i@4.6027a2U0*i@]4.6027 ]S- ! a2U0*i@4.6027 a2U0*i@ H} @3.3114H} @]3.3114 ]S- " H} @3.3114 H} @ QI&@2.7688QI&@]2.7688 B8- # QI&@2.7688 QI&@ BFvalue A7 \ $ d;O"@9.421d;O"@A9.421 [Q, \ % d;O"@9.421 d;O"@  ףp= ?0.720 ףp= ?[0.720 \R, \ &  ףp= ?0.720  ףp= ? (\&@11.480(\&@\11.480 \R- \ ' (\&@11.480 (\&@ S㥛!@8.509S㥛!@\8.509 8., \ ( S㥛!@8.509 S㥛!@ 8 Significance )  ) # ).000 KA * #  HzG?.540HzG?K.540 KA+ + HzG?.540 HzG? # K.000 =3 , #  # =.000-#! - #   -6.0  Autotravelwasperceivedbyriderstobethebesttravelalternativeintermsofitsability . toallowthetravelertotravelwhereshe/hewants.Autotravelwasperceivedtobewellaboveallotheralternatives,whileAmtrakwasconsistentlyratedassecondbestforthisattribute(followedbyairtravelandfinallybybustravel.)ThegroupofriderswhichperceivesAmtrakmostfavorablyintermsoftheabilitytotravelwheretheywantarestudentriders(4.0714),whilebusinesstravelersgaveAmtrakitslowestmarksonthisattribute. (#(#  @R R  AbilitytoTravelWhereIWantbyTypeofRider   p6 *12dddd dd dd dd dd /0(#(#,dd ,dd ,dd ,dd ,dd +   `7 TypeofRider 't8 'Amtrak,Travel t9 WhereIWant 'd: 'Auto,Travel t; WhereIWant 'd< 'Air,Travel t= WhereIWant 'd> 'Bus,Travel t? WhereIWant 'd@ 'BusinessRider B88A H}8g @3.5504H}8g @B3.5504 ]S-8B H}8g @3.5504 H}8g @ !lV}@4.6224!lV}@]4.6224 ]S-8C !lV}@4.6224 !lV}@ n@ @3.1565n@ @]3.1565 ]S-8D n@ @3.1565 n@ @ Cl{@2.5605Cl{@]2.5605 B8-8E Cl{@2.5605 Cl{@ BStudentRider B8l F ӼI@4.0714ӼI@B4.0714 ]S-l G ӼI@4.0714 ӼI@ J4Q@4.5793J4Q@]4.5793 ]S-l H J4Q@4.5793 J4Q@ 5^I @3.87605^I @]3.8760 ]S-l I 5^I @3.8760 5^I @ Y8m @3.1786Y8m @]3.1786 B8-l J Y8m @3.1786 Y8m @ BLeisureRider B8!@K H}@3.8114H}@B3.8114 ]S-!@L H}@3.8114 H}@ =U_@4.5931=U_@]4.5931 ]S-!@M =U_@4.5931 =U_@  +Y @3.5435 +Y @]3.5435 ]S-!@N  +Y @3.5435  +Y @ K7A@2.8595K7A@]2.8595 B8-!@O K7A@2.8595 K7A@ BOtherRider B8t#P 7[ A@3.78187[ A@B3.7818 ]S-t#Q 7[ A@3.7818 7[ A@ {/L @4.5104{/L @]4.5104 ]S-t#R {/L @4.5104 {/L @ T㥛Ġ @3.4535T㥛Ġ @]3.4535 ]S-t#S T㥛Ġ @3.4535 T㥛Ġ @ C@2.7831C@]2.7831 B8-t#T C@2.7831 C@ BTotal B8$H U ڬ\mE@3.7839ڬ\mE@B3.7839 ]S-$H V ڬ\mE@3.7839 ڬ\mE@  -`@4.5943 -`@]4.5943 ]S-$H W  -`@4.5943  -`@ ʡE @3.4940ʡE @]3.4940 ]S-$H X ʡE @3.4940 ʡE @  yǩ@2.8329 yǩ@]2.8329 B8-$H Y  yǩ@2.8329  yǩ@ BFvalue B8|&!Z  +@13.974 +@B13.974 \R-|&![  +@13.974  +@ bX9?0.481bX9?\0.481 \R,|&!\ bX9?0.481 bX9? ˡE1@17.617ˡE1@\17.617 ]S-|&!] ˡE1@17.617 ˡE1@ Q+@13.510Q+@]13.510 9/-|&!^ Q+@13.510 Q+@ 9 Significance ) (P#_ # ).000 KA(P#` #  = ףp=?.695= ףp=?K.695 KA+(P#a = ףp=?.695 = ףp=? # K.000 =3(P#b #  # =.000-#!(P#c #   -7.0  Amtrakisperceivedbyallgroupsofriderstobesuperioralongtheattributeof canget *`%d workdonewhiletraveling,whileautotravelisperceivedbyallgroupstoranklastonthissameattribute.Ofthefourgroupsofriders,businessridersperceivedAmtraktobe +@'f strongestonthisattribute,whileleisureridersperceiveAmtraktobeweakest.ThegreatestadvantageforAmtrakoverautotravelonthisattributewasforbusinessriders(Amtraktravelmean=4.12,autotravelmean=1.6038)whilethesmallestadvantageonthisattributewasforstudentriders(Amtraktravelmean=3.9716,autotravelmean=2.1760.) (#(#  @W W  CanGetWorkDoneWhileTravelingbyTypeofRider  P  *34dddd dd dd dd dd 12(#(#,dd ,dd ,dd ,dd ,dd +   @  TypeofRider '  'Amtrak,Can    WorkWhileTraveling '   'Auto,Can    WorkWhileTraveling '  'Air,CanWork   WhileTraveling '  'Bus,CanWork   WhileTraveling '  'BusinessRider B8X  {Gz@4.1200{Gz@B4.1200 ]S-X  {Gz@4.1200 {Gz@ a2U0*?1.6038a2U0*?]1.6038 ]S-X  a2U0*?1.6038 a2U0*? o_ @3.1911o_ @]3.1911 ]S-X  o_ @3.1911 o_ @ @2.4706@]2.4706 B8-X  @2.4706 @ BStudentRider B8  KY8@3.9716KY8@B3.9716 ]S-  KY8@3.9716 KY8@  rh@2.1760 rh@]2.1760 ]S-   rh@2.1760  rh@ ?W[@3.8656?W[@]3.8656 ]S-  ?W[@3.8656 ?W[@ Ǻ@2.5692Ǻ@]2.5692 B8-  Ǻ@2.5692 Ǻ@ BLeisureRider B8`  z@3.8096z@B3.8096 ]S-`  z@3.8096 z@ = ףp=?1.8900= ףp=?]1.8900 ]S-` ! = ףp=?1.8900 = ףp=? - @3.3320- @]3.3320 ]S-` " - @3.3320 - @ 9v@2.32809v@]2.3280 B8-` # 9v@2.3280 9v@ BOtherRider B8$ @@3.8476@@B3.8476 ]S-% @@3.8476 @@ 1%?1.88421%?]1.8842 ]S-& 1%?1.8842 1%?  @3.6023 @]3.6023 ]S-'  @3.6023  @ ec]@2.2326ec]@]2.2326 B8-( ec]@2.2326 ec]@ BTotal B8h) cZB@3.9074cZB@B3.9074 ]S-h* cZB@3.9074 cZB@ X9v?1.8590X9v?]1.8590 ]S-h+ X9v?1.8590 X9v? 0* @3.38680* @]3.3868 ]S-h, 0* @3.3868 0* @ o!@2.3915o!@]2.3915 B8-h- o!@2.3915 o!@ BFvalue A7. ʡE3!@8.601ʡE3!@A8.601 \R,/ ʡE3!@8.601 ʡE3!@  rh+@13.534 rh+@\13.534 ]S-0  rh+@13.534  rh+@ Gz40@16.205Gz40@]16.205 \R-1 Gz40@16.205 Gz40@ 333333 @3.525333333 @\3.525 8.,2 333333 @3.525 333333 @ 8 Significance )  p3 # ).000 =3 p4 #  # =.000 =3 p5 #  # =.000 KA p6 #  y&1?.014y&1?K.014;1/ p7 y&1?.014  y&1? ;@ss%  NONRIDERS 7Ԉ `:   Methodology | @<     Definitions :Forthepurposesofthepresentresearch,thefollowingdefinitionswere 0= used:0  LeisurenonriderisdefinedasaresidentofIllinois(orSt.LouisorMilwaukee),age16 !@ orgreater,whohasnotusedAmtrakforleisureorpersonaltravelinthepastsixmonths."A(#(# ̀0  BusinessnonriderisdefinedasanIllinoisresidentwhohasnotusedAmtrakfor $C businessrelatedtravelinthepastsixmonths. (#(# 0  StudentnonriderisdefinedanindividualenrolledfulltimeatanIllinoiscollegeor P'"F universitywhohasnotusedAmtrakfortravelto/fromschoolinthepastsixmonths.@(#G(#(#   SamplingFrame %   *p%I   LeisureNonRiders l:Toaccesstheleisurenonriderpopulation,atelephonesurveywas +`&J conductedonOctober1421,1996,byQNIResearch.Respondentsweredrawnrandomlyfrom ,P'K alistof10,000namesoffrequentleisuretravelers.Thelistwascreatedfromsubscriberstotravelrelatedpublicationsandparticipantsintravelrelatedprograms,andpurchasedfromathirdpartyvendor.Thelistconsistedofleisuretravelersfromthefollowingcities:Chicago,St.Louis,Milwaukee,Alton,Carbondale,ChampaignUrbana,BloomingtonNormal,Galesburg,Kankakee,Macomb,Quincy,andSpringfield.Toencouragerespondentstoanswerallquestions,respondentswereinformedthattheywouldbeenteredinadrawingforachancetoreceivetwo AllAboardFaresonAmtraktoanywhereintheUnitedStates.Theaveragelengthforsurveycompletionwasslightlyunder10minutesperrespondent.Atotalof808useableleisuretravelerresponseswerecollected.Ofthese,82hadtraveledonAmtrakduringthepastsixmonths,andweresubsequentlydroppedfromanalysis.Thus,theuseablesamplesizewas726leisurenonriders.  BusinessNonRiders :Toaccessthebusinessnonriderpopulation,SmallBusinessDevelopment 0  Centers(SBDCs)andseveralChambersofCommercewereused.AllSBDCslocatedalongeachofthefourAmtrakcorridorswerecontractedtodetermineiftheywereinterestedinparticipating,with26SBDCsagreeingtodoso.EachparticipatingSBDCwasresponsiblefordistributingawrittensurveytolocalbusinesstravelersthroughexistingorganizations,suchaschambersofcommerce.Inexchangefortheirparticipation,eachSBDCwasofferedcompensationof$1percompletedsurvey.Aninitialmailingof2,650surveyswasmailedto26SBDCsinearlyOctober.Inaddition,600surveysweredirectlymailedinNovembertoseveraldownstateChambersofCommerce.Intotal,3,250surveysweredistributedand511usableresponseswerereturned(15.7%).Ofthese,429(84%)wereclassifiedas businessnonriders,usingthepreviousdefinition.These429respondentsformedthebasisforthesubsequentanalysis.ParticipatingSBDCsandchambersincluded:JohnWoodCommunityCollegeSBDC,MapleCityBusinessandTechnologyCenter,IllinoisValleyCommunityCollegeSBDC,SaukValleyCommunityCollegeSBDC,SouthernIllinoisUniversityEdwardsvilleSBDC,LincolnLandCommunityCollegeSBDC,SouthernIllinoisUniversityCarbondaleSBDC,CollegeofDuPageSBDC,RichardJ.DaleyCollegeSBDC,BloomingtonAreaChamberofCommerce,SpringfieldAreaChamberofCommerce,CarbondaleAreaChamberofCommerce,andChampaignAreaChamberofCommerce.  StudentNonRiders :Toaccessthestudentnonriderpopulation,surveysweredistributedat #! severaluniversitiesacrossIllinoisandadministeredinaclassroomsetting.Respondentswereundergraduatestudentsenrolledinbroadrangeofprograms,includingbusiness,psychology,andeducation.Atotalof440useablesurveyswerereturned,ofwhich30wereparttimestudentsand53werefulltimestudentswhohadriddenAmtrakinthepastsixmonths.Consequently,theuseablesizeforthestudentnonridersamplewas357.Theappreciationoftheresearchteamisextendedtothefollowinguniversitiesandindividuals,whovoluntarilyassistedinthecollectionofdataforthisreport:UniversityofIllinoisatChampaignUrbana(Dr.LindaKrute),EasternIllinoisUniversity(Dr.JaneWayland),  ,`'* SouthernIllinoisUniversityCarbondale(Dr.GordonC.BrunerII),WesternIllinoisUniversity(Dr.KarenHarris),IllinoisStateUniversity(Dr.MichaelHumphries),QuincyUniversity(Dr.RichardMagliari.)@  NONRIDERKEYFINDINGS C   p   KeyFindings,LeisureNonRiders    P  1.0  LeisurenonridersinChicagoandMilwaukeearemorelikelytohavetraveledto/from @  ChicagothanleisurenonridersinSt.LouisordownstateIllinois.While84.1%ofChicagoarealeisurenonridersand54.3%ofMilwaukeeleisurenonridershadtraveledto/fromChicagoduringthepastyear,only42.8%ofdownstateleisurenonridersand30.2%ofSt.LouisleisurenonridershadtraveledtoChicago.Thus,whileChicagoisacommondestinationforleisureridersoutsidetheChicagoMilwaukeearea,itisnota @  regulardestination(i.e.,characterizedbyfrequenttrips).Additionalresearchmaybe 0  neededtoascertainwhythemajorityofleisurenonridersfromdownstateIllinois(agroupknowntotravelforleisurereasons)donotincludeChicagointheirtravelplans.PossiblereasonsmayincludelackofawarenessofspecificChicagoareaeventsorlackoffamiliaritywithChicagoinfrastructure(i.e.,howdoIgettoSoldierField,McCormickPlace,WrigleyField,etc.).EncouragingdownstateleisurenonriderstorideAmtrakto/fromChicagoapparentlywillrequiretheidentificationofthesebarriersandsubsequentstimulationofprimarydemand(theneedtogotoChicago)beforethestimulationofselectivedemand(theneedtotakeAmtrakasameansoftravelingtoChicago)willbeappropriate. (#(# 2.0  Controlovertheschedule,comfort,andcostwerecitedasbeingparticularlyimportantby 0 leisurenonriderswhentraveling.Theabilitytotravelwhereandwhenthetraveler  p desireswerecitedasbeingveryimportantby73.5%and61.9%,respectively(i.e.,a 5"ona15scaleanchoredby notatallimportantand veryimportant.)Twothirds(66.7%)indicatedthatcomfortwas veryimportant.Costwasalsoimportant,butlesscriticalofanissue:55%ofleisurenonridersindicatedthatcostwasveryimportant.Asexpected,workingwhiletravelingwasclearlyunimportanttomostleisuretravelers:Only16.4%indicateditwas veryimportant,with39.5%indicatingthatworkingwhiletravelingwas notatallimportant. (#(# *  dddd dd dd dd dd 34(#(#,dd ,dd ,dd +   $" TravelAlternativeCriteria '$D # '  Mean $D $ (15scale) '%4!%  'Std.Dev. $D & 3ImportanceoftravelingwhereIwant 7- h'"' Q@4.63Q@7  4.63 bX4h'"(  Q@4.63 Q@  ףp= ?0.72 ףp= ?b0.72 7-+h'")  ףp= ?0.72  ףp= ? 7Importanceofcomfort 7- (<$* )\(@4.54)\(@7  4.54 bX4(<$+  )\(@4.54 )\(@ Gz?0.74Gz?b0.74 7-+(<$, Gz?0.74 Gz? 7%ImportanceoftravelingwhenIwant 7- p*%- Gz@4.42Gz@7  4.42 bX4p*%.  Gz@4.42 Gz@ ?0.90?b0.90 7-+p*%/ ?0.90 ? 7<Importanceofcost 7- +D'0 Gz@4.27Gz@7  4.27 bX4+D'1  Gz@4.27 Gz@ ffffff?0.95ffffff?b0.95 7-++D'2 ffffff?0.95 ffffff? 7BCangetworkdonewhiletraveling 7- d (\@2.47(\@7  2.47 bX4d  (\@2.47 (\@ ףp= ?1.49ףp= ?b1.49;1/d ףp= ?1.49  ףp= ? ;W3.0  ThefollowinginformationwascollectedcomparingtravelbyAmtrakwithautotravel. $t (Tokeepcallstoanacceptablelength,busandairtravelwereexcludedforleisurenonriders.Thecriteriaof abilitytoworkwhiletravelingwasalsoexcluded,sinceitwasbelievednottoberelevantforleisuretravel.) (#(# *w dddd dd dd  (#(#w,dd ,dd ,dd ,dd ,dd +    $   Travel 8   Mode  ( x   Comfort  8    Cost  8   TravelWhen 8  IWant '( x 'TravelWhere 8  IWant ( x Amtrak 7-   Q@4.03Q@74.03 YO+  Q@4.03 Q@  ףp= @4.01 ףp= @Y4.01 YO+   ףp= @4.01  ףp= @  ףp= @4.76 ףp= @Y4.76 YO+   ףp= @4.76  ףp= @ Gz@4.77Gz@Y4.77 7-+  Gz@4.77 Gz@ 7Auto 7- 0  zG@4.22zG@74.22 YO+0  zG@4.22 zG@ (\ @3.72(\ @Y3.72 YO+0  (\ @3.72 (\ @ )\( @3.52)\( @Y3.52 YO+0  )\( @3.52 )\( @ {Gz @3.56{Gz @Y3.56;1/0  {Gz @3.56  {Gz @ ;4.0  LeisurenonriderswereaskedwhytheyhadnotriddenAmtrakinthepastsixmonthsin @  anopenendedquestion.Responseswerethensubsequentlycategorizedintocategories.Leisurenonriderswereallowedtoonlygivetheprimaryreasonfornotriding. (#(# @ WhyHaventYouTraveledonAmtrak?*dddd dd dd dd dd  (#(#, dd ,edd ,dd ,dd ,dd +   P  REASONS  d! Downstate  d" Chicago  d# Milwaukee1  d$ St.Louis1  T& Noneedto/haventtraveled  (' 45.5%  (( 41.6%  () 63%  (* 56.7%  (+ Iprefertodrive  \, 18.1%  \- 21.3%  \. 15.2%  \/ 11.7%  \0 AmtrakdoesntgowhereIwant  01 8.4%  02 12.4%  03 2.2%  04 6.7%  05 IveneverconsideredtakingAmtrak  d6 6.4%  d7 5.0%  d8 4.3%  d9 5.0%  d: Amtrakistooexpensive  8; 3.5%  8< 4.5%  8= 6.5%  8> 3.3%  8? ThereisnonearbyAmtrakstation  l @ 3.5%  l A 4.0%  l B 0%  l C 1.7%  l D Idontliketotravelbytrain  !@E 2.7%  !@F 1.0%  !@G 4.3%  !@H 5.0%  !@I Ipreferflying  t#J 3.2%  t#K 1.5%  t#L 0%  t#M 1.7%  t#N NoreasonjusthaventusedAmtrak  $H O 2.7%  $H P 1.0%  $H Q 2.2%  $H R 1.7%  $H S Amtrakscheduletimesareinconvenient  l'"U 2.2%  |&!V 0%  |&!W 0%  |&!X 1.7%  |&!Y Amtrakisinconvenient  (@$Z 1.0%  (@$[ 3.5%  (@$\ 0%  (@$] 0%  (@$^ Other  t*%_ 2.7%  t*%` 4.5%  t*%a 5.0%  t*%b 2.2% t*%c 1󀄀?<XXThesamplesizesforMilwaukee(n=46)andSt.Louis(n=60)limitsinferencesonthesepopulations.#XX?<<.# +&c Ї0  Itisinterestingtonotethatmaynonriderscitedtheseasonfornotridingtohavebeenthattheyhaventtraveled(46.5%overall).Inparticular,41.6%ofChicagoarealeisurenonriderscitedthisasareasonfornotusingAmtrak.Atthesametime,84.1%indicatedonapreviousquestionthattheyhadtraveledoutsideChicagoduringthepastyear.PossibleexplanationsforthediscrepancymaybetraveltocitiesnotservedbyAmtrak,oralackofawarenessofwhichcitiesareservedbyAmtrak. (#(# 5.0  MostleisurenonridersagreebelievethatAmtrakticketpricesarereasonablein @  comparisontothecostofdriving.Overthreefourths(75.9%)oftheleisurenonridersrespondingeithersomewhatorstronglyagreedwiththestatement Comparedtothecostofdriving,Amtraksticketpricesarereasonable,withonly24.1%disagreeing.Itshouldbenotedthat61.2%ofthetotalrespondentsansweredthisquestion,with38.8%ofthetotalrespondentsindicatingthattheydidnotknow.ThissuggeststhatalargenumberofleisurenonridersmaybeunawareofAmtrakticketprices. (#(# 6.0  WhileleisurenonridersperceivethatAmtraksticketpricesarereasonable,themajority  believethatitismoreeconomicaltodrivetoChicagothantotakeAmtrak.Nearlythreefourths(73.4%)oftheleisureridersrespondingtothequestionindicatedthattheyeithersomewhatorstronglyagreedwiththestatement Ingeneral,itismoreeconomicalformetodrivetoChicagothantotakeAmtrak,whileonly26.4%disagreed.Againalargenumberofrespondents(200of726)indicatedtheydidnotknow,suggestingalackofinformation. (#(# 7.0  Most(84.2%)leisurenonridersagreedwiththestatementthat Amtraktrainsare @ dependable(ontime).Thissuggeststhatontimeperformanceisnotasignificantbarriertoridingforleisurenonriders. (#(# 8.0  Overthreefourths(78.2%)ofrespondentsagreedthattheydonothaveenough P informationaboutAmtrak,with52.7%stronglyagreeing.Apparently,manyleisurenonriderslackbasicinformationconcerningAmtrak. (#(# 9.0  WhilealeisurenonriderisdefinedassomeonewhohasnotriddenAmtrakinthepastsix ! months,manyleisurenonridersexpressedopinionsconcerningtheexperienceofridingonAmtrak.Theseopinionswerebasedonridingexperiencespriortothelastsixmonthsand/orbywordofmouth.Ingeneral,nonridersstronglybelievethattheywouldenjoytheexperienceofridingto/fromChicagoonAmtrak:89.1%agreedwiththisstatement,with55.6%stronglyagreeing.Clearly,the Amtrakexperienceisperceivedpositivelybyleisurenonriders. (#(# 10.0  Leisurenonriderswerefairlyevenlysplitaboutenjoyingtheexperienceofdriving @)$' to/fromChicago,with51.4%indicatingthattheywouldenjoyitand48.6%indicatingtheywouldnotenjoyit.Combiningthisinformationwiththepreviousinformationabouttravelingto/fromChicagoonAmtrak,itappearsthatmostleisurenonridersperceivethe ,`'* experienceofAmtraktravelto/fromChicagoasbeingsubstantiallymoreenjoyablethanautotravel. (#(# 11.0  Amtraktravelisperceivedasbeingsaferthanautotravelbythevastmajorityofleisure  nonriders,with86.7%ofrespondentsagreeingthatAmtraktravelto/fromChicagoisgenerallysaferthanautotravel. (#(# 12.0  Ahighproportion(82.5%)ofleisurenonriderscouldrecallhavingseenan @  advertisementforAmtrakduringthepastyear.ThissuggeststhatAmtraksadvertisementshavebeeneffectiveatreachingthemajorityofleisurenonriders.However,itshouldberememberedthatmostleisurenonridersalsoindicatedthattheydidnothaveenoughinformationconcerningAmtrak.Togetherthesefindingssuggestthatadditionaland/oralternativemeansareneededtomeettheinformationneedsofleisurenonriders. (#(# 13.0  ToimplementtheListofValuesscaleforuseinatelephonesurvey,thenumberof  selectionswasreducedfromeighttofour,andsometitleswereslightlymodified.Thequestioningonthetwomostimportantterminalvaluesinthelivesofleisurenonridersyieldedthefollowingresults: (#(# *  d d dd edd dd dd dd (#(#,dd ,'dd ,dd +      TerminalValue 4  LB  MostImportant 4 Value $  B   TopTwo 4 Values $  CWarmrelationshipswithothers  X   34.2% X  C  62.9% X  CSecurity  ,   33.7% ,  2D  61.8% ,  qDFunenjoymentexcitement  `   19.8% `   D  37.3% `!  ESenseofachievement  4"   12.3% 4#  E  37.2%E  "$%   "E0  Thesefindingssuggestthatbusinessnonridersholdtheterminalvaluesofasenseofaccomplishment,warmrelationshipswithothers,andselfrespectasbeingthemostimportant.Thisprovidesimportantimplicationsformarketingcommunicationsstrategiesdirectedtowardthisgroup. (#(#   KeyFindings,BusinessNonRiders jG  &!, 1.0  Mostbusinessnonridersdomakeseveraltripsannuallyto/fromChicago,withthe t'"- averagebusinessnonridermaking8.3tripsperyear.Themajorityofthesetripsaremadebyauto(7.3trips/year).ThissuggeststhattheprimarycompetitorforAmtrakwithinIllinoisistheautomobile. (#(# 2.0  Thetwomostimportantfactorsinchoosingatravelalternativeforbusinessnontravelers $,t'2 weretheabilitytotravelwhereandwhentheywant.Thehighmeans(4.61and4.59,  respectively)coupledwithsmallstandarddeviations(0.68and0.65)suggestthatthesetwofactorsarehighlyvaluedbythevastmajorityofbusinessnonriders.Comfortwas  alsoveryimportanttobusinessnonriders(mean=4.31,SD=0.75).Costwasan  importantfactor(4.33),butexhibitedmorevariation(0.93)thanthepreviouslycitedfactors.Theabilitytogetworkdonewhiletravelingwasperceivedbybusinessnon `  riderstobemuchlessimportantthantheotherfactors(mean=2.82,SD=1.32). (#(# 3.0  Amtrakisperceivedbybusinessnonriderstocompareunfavorablywithautotravelin 0  theareaofcost,andtheabilitytotravelwhenandwherethetravelerwants.ThereislittleperceiveddifferenceincomfortbetweentheautoandAmtrak,andAmtrakisperceivedbybusinessnonriderstohavealargeadvantageoverautotravelintheareaofgettingworkdonewhiletraveling.Itshouldberemembered,however,thatthiswastheleastimportantofthefivefactors.Amtrakenjoyssubstantialadvantagesoverairtravelonthefactorsofcomfort,cost,andtheabilitytoworkwhiletraveling. (#(# 0   (#(# *wdddd 'dd dd  (#(#w,dd ,dd ,~dd ,Fdd ,xdd ,dd +     Travel d Mode  T  Comfort  d  Cost  d TravelWhen d IWant 'T 'TravelWhere d IWant 'T 'Abilityto d WorkWhileTraveling D Amtrak 7- x \(\@3.92\(\@73.92 YO+x \(\@3.92 \(\@ Q @3.64Q @Y3.64 YO+x Q @3.64 Q @ ffffff@2.80ffffff@Y2.80 YO+x ffffff@2.80 ffffff@ (\@2.82(\@Y2.82 YO+x  (\@2.82 (\@ Q@3.99Q@Y3.99 7-+x! Q@3.99 Q@ 7Auto 7- L" HzG@4.07HzG@74.07 YO+L# HzG@4.07 HzG@ zG@4.22zG@Y4.22 YO+L$ zG@4.22 zG@ Q@4.78Q@Y4.78 YO+L% Q@4.78 Q@ Q@4.73Q@Y4.73 YO+L& Q@4.73 Q@ ?1.85?Y1.85 7-+L' ?1.85 ? 7Air 7- ( HzG @3.66HzG @73.66 YO+) HzG @3.66 HzG @ = ףp=@2.28= ףp=@Y2.28 YO+* = ףp=@2.28 = ףp=@ ffffff@2.80ffffff@Y2.80 YO++ ffffff@2.80 ffffff@ = ףp=@2.78= ףp=@Y2.78 YO+, = ףp=@2.78 = ףp=@ Q @3.34Q @Y3.34 7-+- Q @3.34 Q @ 7Bus 7- T. HzG@2.66HzG@72.66 YO+T/ HzG@2.66 HzG@ q= ףp @3.43q= ףp @Y3.43 YO+T0 q= ףp @3.43 q= ףp @ Gz@2.51Gz@Y2.51 YO+T1 Gz@2.51 Gz@ RQ@2.54RQ@Y2.54 YO+T2 RQ@2.54 RQ@ @2.85@Y2.85;1/T3 @2.85  @ ;4.0  ThereasonsexpressedbybusinessnonridersfornotridingAmtrakwere:d4(#(# *dddd dd ~dd Fdd xdd dd (#(#,dd ,vdd +   D6 @//  ReasonforNotRiding1   X 7  @DI %  X 8 Itisinconvenienttogetfromthetrainstationtomyfinaldestination. 7- !,9 fffff?@31.9fffff?@731.9 7-+!,: fffff?@31.9 fffff?@ 7Amtrakdeparture/arrivaltimesareinconvenient. 7- `#; ?@31.5?@731.5 7-+`#< ?@31.5 ?@ 7Itislessexpensiveformetodrive. 7- $4 = 33333<@28.733333<@728.7 7-+$4 > 33333<@28.7 33333<@ 7Neverreallythoughtaboutit. 7- h&!? :@26.6:@726.6 7-+h&!@ :@26.6 :@ 7Ienjoydriving. 7- '<#A fffff8@24.9fffff8@724.9 7-+'<#B fffff8@24.9 fffff8@ 7IhavenottraveledtoanycityservedbyAmtrak. 7- p)$C 3@19.83@719.8 7-+p)$D 3@19.8 3@ 7Itisinconvenienttogetfrommyhome/officetothetrainstation. 7- *D&E 2@18.62@718.6 7-+*D&F 2@18.6 2@ 7@J J   ReasonforNotRiding1 (continued)  d  @DI %  d Amtrakticketpricesaretoohigh. 7-  333333*@13.1333333*@713.1 7-+ 333333*@13.1 333333*@ 7Iamconcernedthatthetrainwouldntbeontime. 7- l (@12.4(@712.4 7-+l (@12.4 (@ 7Ivenevertakenthetrainbeforedontknowhow. 6,   @7.7@67.7 6,*  @7.7 @ 6Employerreimbursementformileagemakesdrivingmoreattractive. 6, $ t  333333@5.8333333@65.8 6,*$ t  333333@5.8 333333@ 6Idonotenjoyridingthetrain. 6,    @3.0@63.0 6,*   @3.0 @ 6Iamconcernedaboutmysafetyonboardthetrain. 6, ,|  ffffff@2.8ffffff@62.8:0.,|  ffffff@2.8  ffffff@ :  10 ` ?<XXPercentagestotalgreaterthan100%becauserespondentswereallowedtoindicatemultiple L  reasonsfornotridingAmtrak#XX?@30.8>@730.8 7-+X8 >@30.8 >@ 7Itisinconvenienttogetfromthetrainstationtomyfinaldestination. 7- 9 9@25.89@725.8 7-+: 9@25.8 9@ 7Amtrakdeparture/arrivaltimesareinconvenient. 7-  `; L5@21.3L5@721.3 7-+ `< L5@21.3 L5@ 7IhavenottraveledtoanycityservedbyAmtrak. 7- != fffff3@19.9fffff3@719.9 7-+!> fffff3@19.9 fffff3@ 7Ivenevertakenthetrainbeforedontknowhow. 7- #h? .@15.4.@715.4 7-+#h@ .@15.4 .@ 7Itisinconvenienttogetfrommyhome/officetothetrainstation. 7- $A ,@14.3,@714.3 7-+$B ,@14.3 ,@ 7Iamconcernedthatthetrainwouldntbeontime. 6,  &p!C  @8.4 @68.4 6,* &p!D  @8.4  @ 6Idonotenjoyridingthetrain. 6, '"E 333333 @8.1333333 @68.1 6,*'"F 333333 @8.1 333333 @ 6Iamconcernedaboutmysafetyonboardthetrain. 6, ()x$G  @3.6 @63.6 6,*()x$H  @3.6  @ 6Employerreimbursementformileagemakesdrivingmoreattractive. 6, *%I 333333?1.7333333?61.7:0.*%J 333333?1.7 333333? :  1󀄀?<XXPercentagestotalgreaterthan100%becauserespondentswereallowedtocitemultiplereasons.#XX?<{# +'J Ї0  Studentnonriderscitedcost/pricerelatedfactorsastwoofthefourmostimportantreasonsfornotridingAmtrak.Amtrakticketswereperceivedtobehighontheirown(30.8%citedthis)andhighrelativetothecostofdriving(48.2%).(Note:Infocusgroups,studentnonridersindicatedthattheydeterminedthecostofanautotriptobeonlythecostofthegasoline,not wearandtearonthevehicleandotherindirectexpenses.Seefocusgroupresultsformoreinformation.) (#(# 0  Conveniencewasalsofrequentlycitedasareasonfornotriding,with25.8%ofstudentnonridersindicatingthatitwasinconvenientforthemtogetfromthetrainstationtotheirfinaldestinationand14.3%indicatingthatitwasinconvenienttogettothetrainstation.Asubstantialnumberofstudentnonriders(21.3%)alsocitedinconvenientdepartureandarrivaltimesasareasonfornotridingAmtrak. (#(# 0  Perhapsthetwomostinterestingreasonsfornotridingarethe47.9%ofstudentnonriderswhoindicatetheyhave neverreallythoughtaboutit(ridingAmtrak)andthe15.4%whoindicatedtheyhadneverridden/didnotknowhowtorideatrain.Theseobjectionstoridingcanpotentiallybeovercomethroughimprovedcommunicationandpromotiontargetedatstudentnonriders. (#(# 5.0  Overall,studentnonridersdonotperceiveAmtrakticketpricestobereasonablein  comparisontotheperceivedcostsofautotravel.43.5%ofstudentnonridersdisagreed p (i.e.,indicateda13onasevenpointscalewhere1= stronglydisagreeand7= stronglyagree)withthestatement, Comparedtothecostofdriving,Amtrakspricesarereasonable.Only26.9%ofstudentnonridersagreedwiththissamestatement(i.e.,indicateda57onthesamesevenpointscale).Theremainderoftherespondents(29.5%)wereneutral(i.e.,a 4"onthesevenpointscale). (#(# 6.0  Moststudentnonridersappeartoenjoydriving,includingdrivingto/fromChicago.40% P ofstudentnonridersindicatedthatoneofthereasonsfornotridingAmtrakwasthattheyenjoyeddriving,and54.2%indicatedtheyagreedwiththestatement Ienjoytheexperienceofdrivingto/fromChicago.Lessthanonefourth(24.5%)ofstudentnonridersdisagreedwiththesamestatement.Thus,traditionalpassengerrailadvertisingappealsto leavethedrivingtouswouldappeartobeinappropriateforthemajorityofstudentnonriders. (#(# 0  Whilemoststudentnonridersapparentlyenjoydrivingto/fromChicago,locatinggoodparkingisanotherissue.Overhalf(59.9%)ofstudentnonridersdisagreedwiththestatement ItiseasyformetofindagoodplacetoarkwhenIdriveinChicago.Only24.6%ofstudentnonridersagreedwiththesamestatement. (#(# 7.0  TheconvenienceofusingAmtrakwascitedasaconcern.First,theconvenienceof 0*%( departureandarrivaltimeswascitedasaproblembymanystudentnonriders.Onlyaboutonethird(32.9)ofthestudentnonridersagreedwiththestatement Amtraks ,`'* departureandreturntimeareconvenientforme,while41.5%disagreedwiththisstatement.Second,39.3%ofstudentnonridersindicatedthatitwasinconvenientforthemtogetfromtheirhometoanAmtrakstation,withonly26.7%indicatingthatitisconvenient.Anevengreaternumber(45.7%)perceivedthatitisinconvenienttogetfromanAmtrakstationtotheirfinaldestination,while34.1%indicatedthatitisconvenient.Finally,62%agreedwiththestatementthat Itisconvenientformetodriveto/fromChicago,whileonly20.3%disagreedwiththesamestatement.Thiscanbecomparedto39.3%whoagreedwiththestatement ItisconvenientformetotakeAmtrakto/fromChicago(40.8%disagreed.)Theseresultsreinforcetheperceptionthatasubstantialnumberstudentnonridersperceivetheautomobileasamoreconvenientmeansoftravelingto/fromChicagoincomparisontoAmtrak. (#(# 8.0  Most,butnotall,studentnonridersappeartobeawarethanAmtrakisasafertravel @  alternativethantheautomobile.Themajorityofstudentnonriders(56.9%)agreedwiththestatement ItisgenerallysafertorideAmtrakto/fromChicagothantodrive.However,nearlyonefourth(22.7%)ofstudentnonridersdisagreedwiththisstatement,suggestingalackofunderstandingofsafetyrelatedissuesamongsomemembersofthissegment. (#(# 9.0  MoststudentnonridersperceiveAmtraktrainsasbeingreasonablyontime.Thisis  supportedby52.2%ofthestudentnonriderswhoagreedwiththestatement Amtraktrainsaredependable(ontime),whileonly22.3%disagreed. (#(# 10.0  Studentnonriderspreviouslyindicatedthatcomfortwasimportantinselectingatravel @ alternative,andmany(44.2%)studentnontravelersindicatedthattheAmtrakstationnearesttheirhomewasapleasantplacetowaitforatrain.However,31.9%disagreed,indicatingthecloseststationwasnotpleasant. (#(# 11.0  Overthreefourths(77.7%)ofstudentnonridershaveseenanAmtrakadvertisementin @ thelastyear.Onlyaboutonethird(35.7%)ofstudentnonridersindicatedthattheylikedseeingAmtrakads,with29.1%indicatingthattheydislikedseeingtheads(theremaining35.2%wereneutral). (#(# 12.0  Manynonriderslackthebasicinformationneededtobecomeastudentriders.58.1%of #! studentnonridersagreedwiththestatement IdonthaveanyinformationaboutAmtrakschedules,with35.4%stronglyagreeingwiththisstatement.Only27.6%disagreedwiththisstatement(i.e.,indicatingthedohaveinformationonAmtrakschedules.) (#(# 13.0  Thequestioningonthetwomostimportantterminalvaluesinthelivesofbusinessnon P(#& ridersyieldedthefollowingresults: (#(#   0*%( *fdddd vdd (#(#f,dd ,'dd ,dd +      TerminalValue T  H  MostImportant T Value D    TopTwo T Values  D   4  WWarmrelationshipswithothers  h    17.1% h    Ĺ  39.8% h    Funenjoymentexcitement   <    17.1%  <   o  32.9%  <   Senseofaccomplishment  p    9.8% p     29.8% p   WSecurity   D    14.9%  D     25.5%  D   Selfrespect  x    16.8% x   R  24.2% x   Selffulfillment  L    13.4% L     23.0%4  <   VBeingwellrespected  p   5.6% p    14.9%  `  Senseofbelonging  4   4.3% 4   z  9.9%"4!   "0  Thesefindingssuggestthatstudentnonridersholdtheterminalvaluesofwarmrelationshipswithothers,funenjoymentexcitement,andasenseofaccomplishmentasbeingthemostimportant.Thisprovidesimportantimplicationsformarketingcommunicationsstrategiesdirectedtowardthisgroup. (#(#     StrategicAlternativesforMaintainingandBuildingAmtrakRidershipinIllinois X ( L  Strategy#1:ImprovementofStationConditions   t* Background:InreviewingserviceconditionsatAmtrakstations,someweaknesseswerenoted T!, whichmaylessenridership.Overall,thelowestratedfactorsbycurrentAmtrakriderswere  *w;<` d ddd 'dd dd (#(#w, dd , dd +   $$t/ ServiceConditions '$0 'Score(15,5=good,1=bad) $1 ParkingSecurity 7-  &\!2  ףp= @3.63 ףp= @73.63 7-+ &\!3  ףp= @3.63  ףp= @ 7BoardingStationComfort 7- '"4 q= ףp @3.68q= ףp @73.68 7-+'"5 q= ףp @3.68 q= ףp @ 7BoardingStationCleanliness 7- )d$6 333333@3.90333333@73.90;1/)d$7 333333@3.90  333333@ ;Approximately30%ofnonridersalsoperceivedthatAmtrakstationsfrequentlyarelessthanpleasantplacestowait. ,d'9 Ї*f=>` d` d dd dd ;<(#(#f,dd ,dd ,dd ,'dd +    NonRider d Segment 'T 'Dissatisfied 'd 'Neutral 'd 'Satisfied d Business   30.0%   26.2%   43.8%    Student   \  31.9%   \  23.9%   \  44.2%  \   SincemostofthestationsareownedbyentitiesotherthanAmtrak,thereislittledirectcontrolAmtrakcanexerciseovertheseconditions.Atthesametime,theseconditionscontributetotheoverallridershipexperience,andimprovementisnecessarytoattractnewriders.Atpresent,onlythestationsatGalesburgandGlenviewexceeded4.0inthecriticalcategoriesofstationcomfort,cleanliness,andparkingsecurity.Proposal:Createavisiblebutlowcostincentiveprogramfordownstatemunicipalitiesto   improvestationconditionsthroughthefollowingprocess.  1.0 ` Establishatargetedratingforeachservicecondition(e.g.,4.0onthesame5.0  scale). ` (#` (#   2.0 ` Annuallysurveyonboardridersaspartofaqualityimprovementstrategy.Apart l ofthissurveywouldbetousethesamemeasuresaswereconductedinthepresentstudy. ` (#` (#   3.0 ` Downstatemunicipalitieswouldbeinformedthatifstationscandemonstrate < improvementthroughratingsbyriders,themunicipalitywouldberewardedwithitsown dayonAmtrak(e.g., ThankYouEffinghamDay).Forthatoneday(onatypicallowridershipday,suchasMonday,Tuesday,Wednesday,orThursday),additionalseatswouldbesetasideinAmtraksreservationsystemforindividualsboardingfromthecommunitystationshowingimprovement,andindividualsboardingfromthatsitewouldbeabletopurchaseticketsto/fromChicagoforagreatlyreducedfare(lessthan$20roundtrip).Municipalitieswouldnotbeinformedofthedatestheassessmentswouldbetaken. ` (#` (#   4.0 ` The ThankYoudayisannounced4weeksinadvancethiswillgiveresidents  % theopportunitytocreateridershipgroups(particularlythosewhohaveneverriddentheywillneedtheopportunitytoconsiderthisandidentifyotherstogowiththem).Itshouldhavelittleimpactonbusinessorstudenttravelers,butshouldtargetseniorsheavily. ` (#` (#   5.0 ` ThisshouldprovideseveralopportunitiesforpositivecoverageofAmtrakinlocal \% * press.Pressreleasescouldfocusonthelocalefforttoimprovestationconditions,theawardingofthelocal ThankYoudayandcoverageoftheactualevent. ` (#` (# Costs:Costsassociatedwiththestrategyareforrecollectingandanalyzingonboardsurveys )l$. fromriders(approximately$8,000annually),somepersonneltimetodeveloppressreleases,andsomecoordinationtoreserveoneofthecarsforriderswouldbenecessary.Sincethepromotionwouldnotlikelytargetstudentsorbusinessriders(weekdaytravel),itshouldnotdisplaceany +<'1 fullfareriders.  Strategy#2:IncreasedRiderConveniencefromStationtoDestination    Background:Asubstantialnumberofbusiness,student,andleisurenonriderscitedthelackof `  conveniencetogetfromthearrivingtrainstationtothefinaldestination.Amongstudentnonriders,thislackofconveniencewascitedby25.8%oftherespondents(5thmostpopularresponsemultipleresponsesallowed).Amongbusinessnonriders,thelackofconveniencegettingfromthestationtothefinaldestinationwasthemostpopularreasoncitedfornotriding  p  Amtrak(31.9%).Amongleisureriders,arelateditem( AmtrakdoesntgowhereIwant)wasthethirdmostpopularresponse.*?@d` ddd dd dd 'dd =>(#(#,dd ,dd ,dd ,dd +   0  MostPopularReasonsNottoRide 4  Amtrak1  $t StudentNonRiders 'D  'BusinessNonRiders '4  'LeisureNonRiders D  &&XXNo.1Reason   Lessexpensivetodrive(48.2%)   Inconvenientfrom  arrivingstationtodestination(31.9%)  \ Noneedto/haventtraveled(45.5%) 4*   @2@42 4*(  @2 @ 4Neverreallythoughtaboutit(47.9%)   Arrival/departuretimesareinconvenient(31.5%)  ~" Iprefertodrive(18.1%) 4* $  @3@43 4*(<%  @3 @ 4Ienjoydriving(40.0%)  <& Lessexpensivetodrive(28.7%)  ( Amtrakdoesntgo <) whereIwant(lackofconvenience)(8.4%) 4* +  @4@44 4*(^,  @4 @ 4Amtrakticketpricesaretoohigh(30.8%)  8. Neverreallythoughtaboutit(26.6%)  80 Neverreallythoughtaboutit(6.4%) 4* 82  @5@45 4*(V 3  @5 @ 4Inconvenientfrom V 4 arrivingstationtodestination(25.8%)   "Z6 Ienjoydriving(24.9%)  V 7 Amtrakticketpricesaretoohigh(3.5%) 4* 0!9  @6@46 4*(x#:  @6 @ 4Arrival/departuretimesareinconvenient(21.3%)  ,%| = IhavenottraveledtoanycityservedbyAmtrak(19.8%)  ,%| @ NonearbyAmtrakstation(3.5%)#XX&&# R$B  8  1󀄀?<XXStudentandbusinessnonridersweresurveyedviapencilandpaper,withcloseended 6&!B questions.Morethanoneresponsewasallowed.Leisurenonridersweresurveyedbyphone,withanopenendedquestion,andonlyoneresponsewasallowed.Leisureridercategoriesfornonridingwerecreatedaposteriori.Thus,itisinappropriatetodirectlycomparepercentagesbetweenleisurenonridersandothersegments.#XX?<#~)$F   ConvenienceofgettingtotheAmtrakstationwasnotperceivedasamajorproblemforthe 6+&H businessandleisuresegments. &,v'I ЇMostAmtrakridersfromdownstatehavedestinationsintheChicagoarea,andthereareseveralalternativesavailabletodownstatetravelersintheChicagoarea,includingCTA,METRA,taxis,andotheroptions.Theexistinginfrastructureappearstoprovideampleopportunities;however,nonridersarefrequentlyunawareorlackconfidenceintheirabilitytoutilizethesetransportationalternatives.Theperceivedlackofconvenienceislikelytobemagnifiedbyuncertainty:IfatravelerisuncertainhowtogetfromanAmtrakstationtoafinaldestination,he/sheislikelytoattributethatarrangingsuchtransportationisinconvenient.Notethatthisdoesnotnecessarily P  implythatitisdifficulttogetfromanAmtrakstationtothetravelersfinaldestination,onlythat @  travelersperceivethatitissoandthatthisperceivedbarrierisarelevantreasonfornotridingAmtrak.Uncertaintyislikelytobeheightenedbytravelersfrompredominantlyruralareas(downstate)travelingtounfamiliarurbanareas,wheretheautomayserveassecurity(controlofthepersonalenvironment).Asaresult,itisimportanttocommunicateinformationontheeaseofusingMETRAandothertransportationalternativestogetfromAmtrakstationstofinaldestinations.Consequently,inordertoconvertexistingnonridersintoridersandtherebygrowAmtraksridershipbase,itisincumbenttochangetheperceptionsurroundingconvenience.Bothrealandpsychologicalbarrierstoconvenienceneedtobereduced,particularlyamongbusinessandleisuretravelers.Proposal2a:ReducingRealBarrierstoConvenience.Partnerwitharentalcaragencytohave p rentalcarsavailableandwaitingat majorAmtrakdestinationsforbusinesstravelers(Quincy,Macomb,Galesburg,Alton,Springfield,Bloomington,Champaign,andCarbondale).Throughthepartnership,aselectedrentalcarcompanywouldproviderentalvehiclesavailableattheAmtrakstationforAmtrakpassengerswhohavereservedavehicleinadvance.Thiswouldbeachievedthroughthe1800USARAILnumber,orbyAmtrakticketagentswhensellingabusinessclassseat.ThiswouldinvolvecrosssellingbytheAmtraksalesstaff,essentiallyaskingbusinesstravelers Willyoubeneedingarentalcaruponarrival?Thisstrategytargetsexistingbusinessriders,whowouldneedtohavealreadyformedan 0 intentiontorideAmtrak.Thepurposeofproposal2aistomaintaintheexistingridershipbaseinthiscategory.Retainingexistingridersislesscostlythanattractingnewriders.Inaddition,businessriderstendtobelesspricesensitiveandlesslikelytoleaveduetofareincreases.Proposal2b:ReducingPerceivedBarrierstoConvenience p Toreducetheperceptionofalackof $" convenienceofgettingfromtheAmtrakstationtotheirfinaldestination,itisincumbenttoprovideinformationtononridersconcerningtheuseofexistinginfrastructure.Suchinformationshouldidentifybothcognitive,factualinformation(e.g.,exactlyhowdoyoutakeCTAto `'"% WrigleyField?WheredoIbuyaticket,wheredoIgetonandoff,whomdoIaskifIhavequestions?)aswellasanaffectivemessage(emphasizingtheeaseofusingtheseresources).Itis @)$' importantthatthisinformationpersuadenonridersthattheycansuccessfullyutilizetheseresources.Presentationofmapsaloneisunlikelytosolvetheproblem,sincetheunderlyingmotivationappearstobeafearoftheunknown:Nonriderstravelbyautosinceitisaknown ,`'* elementanditmakesthemfeelincontrol.ItisnotalsoadvisabletodistributebrochuresprimarilythroughAmtrakstationsoronboard,sincethisdoesnotreachthetargetpopulationofnonriders.Toreachnonriders,acooperativemarketingcommunicationstrategyisproposedbetweenAmtrak,theIllinoisDepartmentofTourism,CTA,METRAandPACE.Throughthiscooperativeeffort,themessagestrategywouldbetwofold:theeaseofgettinganywhereinChicagothroughAmtrakandCTA,andtheavailabilityofafreebrochuredetailingexactlyhowtouseCTAand/orMETRAtoreachafinaldestination.ThisstrategicpartnershipwouldutilizecooperativetelevisionadvertisingindownstateIllinois,featuringtheTourismDepartmentssuccessful1800numberasaconduitfordistributingprintedbrochuresandmaps,showingCTAandMETRAschedulesandhowtofindcertainChicagolocations,suchasOHare,WrigleyField,SoldierField,Museums,TasteofChicago,NavyPier,MerchandiseMart,Ravinia.  Strategy#3:CooperativePromotionswithChicagoAreaEvents ]   Background:Asapreface,itisimportanttorememberthattravelbyAmtrakinIllinoisis  typicallynotanendinitself,butameanstoanend.Totravelbytrainistypicallynottheprimarypurposeofthetrip.Instead,thepurposeofthetripisanattendinganactivityorvisitinganindividualinproximitytothearrivingstation.Thisisparticularlytrueforbusinessandstudentriders.WhileleisureriderscitedtherelaxingnatureoftheAmtraktravelexperience,mostappeartoperceivetheAmtrakexperienceasapositiveadditiontothetotaltravel P experience,asopposedtotheprimarybenefit. @ Buildingridershipamongnonridersandincreasingthefrequencyofridershipamongcurrentridersarebothcontingentuponaneedfortravel.Toachieveridershipboostsfromthesetwogroups,itisnecessaryeithertopersuadecurrenttravelerstoswitchfromanexistingtravelmode(usuallyauto)toAmtrak,ortoprovideareasontotravelmorefrequentlyandtouseAmtrakforthistravel.Strategy#3focusesonthelatterofthese,whileStrategy#4addressestheformer.AmtraksharesanattributeincommonwithmanyattractionsinIllinois:ThedominantproportionofAmtraksexpensesarefixedexpenses,independentofridership.Manyotherorganizations, "  suchasmuseums,professionalsportsteams,musicfestivals,etc.sharethischaracteristic.Insuchorganizations,itisincumbenttocombinevaluebasedpricing(pricingtoreflectthe $" perceivedqualityofproductsandservice)andagoalofcapacityutilizationtomaximizethe % # revenuestream.Fullcapacityutilizationisaprimarygoal,withpricingbasedonvalueincreasinginimportanceasfullcapacityisneared.Throughthistwoprongedapproach,revenuemaximizationisachieved.ThesharingofthiscommonattributeservesasabasisforthedevelopmentofpartnershipsbetweenAmtrakandotherIllinoisattractionswithhighproportionsoffixedexpenses.AmtraksgreatestneedforincreasingridershipisonMondaythroughThursday,whennon ,`'* studentridersandemployedleisureriders(i.e.,notseniorcitizens)arenotpresent.Providingdiscountedticketpricesonthesedateswouldbelikelytoboostridershipamongseniorcitizensandotherdiscretionaryleisuretravelers,butthediscountswouldreducerevenuesfrombusinessriderswhoaretypicallypriceinelastic.Instead,aproposalismadetostrategicallytargetdiscretionaryleisuretravelerswithoutproducingareductioninrevenuesfrombusinessriders.Proposal3:Theproposalistofurtherutilize AmtrakVacationstobundleAmtrakticketswith P  otherticketsatasingleprice.Bundlingtwoormoreticketsatasinglepriceprovidesconveniencetotravelers,andcanbestructuredtolowerthetotalpricetothetraveler.Together,thesetwofactors(increasedconvenienceandlowerpurchaseprice)provideincreasedvaluetothetraveler.PartnerstobetargetedinthispromotionalstrategyarethoseotherorganizationswhicharelikelytoneedboostsinattendanceconcurrentwithAmtraksneeds(MondaythroughThursday)andareattractivetodiscretionarytravelers.ExamplesofthiscouldincludeorganizationssuchastheSheddAquarium,AdlerPlanetarium,MuseumofScienceandIndustry,ortheChicagoCubs/WhiteSox.Bundlinglodgingisanadditionaloption.Ticketbundleswouldneedtobeorderedatleastaweekinadvancetoaccommodatemailing,butthisisprobablyacceptablesincediscretionarytravelisplannedinadvance,particularlyondownstatecorridors.@vv# LeisureRiders   *AB dddd dd dd dd ?@(#(#,N dd ,dd +   p AmtrakCorridor '$ '%who $ plannedtripaweekormoreinadvance  ChicagoCarbondale  (x 67.8%  (x ChicagoSt.Louis   71.6%   ChicagoQuincy  0 73.1%  0 ChicagoMilwaukee     59.5%  !  FinancialarrangementsshouldbestructuredsothattheattractionpartnerswouldprovidediscountedticketstoAmtrakVacations.ThesediscountedattractionticketswouldbecombinedwithareducedAmtrakfaretocreateasinglepricebundle,withatargetedpricefortheAmtrakticketandattractionticketaboutthesameasanormalAmtrakticketprice(e.g.,$70foranAmtrakticketfromQuincybundledwithatickettotheSheddAquarium.)  Strategy#4:EnhancetheOnBoardEnvironmentforBusinessTravelers /  Background:OneoftheprincipaladvantagesofAmtrakforbusinesstravelersistheabilityto 4+&+ workwhiletraveling. $,t', Ї@ BusinessRiderRatings,AbilitytoGetWorkDoneWhileTraveling(5=good,1=bad)   *fCDd dN dd dd AB(#(#f,Sdd ,dd ,8dd ,dd ,Fdd +    Corridor  T   Amtrak 'T  '   Auto 'T  '9   Air 'T  '   Bus T   ChicagoCarbondale @6  HzG@4.07HzG@@  4.07 bX4  HzG@4.07 HzG@ ףp= ?1.74ףp= ?bV   1.74 bX4   ףp= ?1.74 ףp= ? Q@2.94Q@b   2.94 bX4   Q@2.94 Q@ (\@2.47(\@bZ  2.47 @64   (\@2.47 (\@ @ChicagoSt.Louis @6  \  @3.95@@  3.95 bX4 \   @3.95 @ Q?1.57Q?b  1.57 bX4 \  Q?1.57 Q? Q @3.14Q @b  3.14 bX4 \  Q @3.14 Q @ Gz@2.26Gz@b  2.26 @64 \  Gz@2.26 Gz@ @ChicagoQuincy @6   Q@4.18Q@@  4.18 bX4   Q@4.18 Q@ Q?1.92Q?b  1.92 bX4   Q?1.92 Q? q= ףp @3.18q= ףp @bC  3.18 bX4   q= ףp @3.18 q= ףp @ )\(@2.27)\(@b  2.27 @64   )\(@2.27 )\(@ @GChicagoMilwaukee @6  d (\@4.24(\@@  4.24 bX4 d  (\@4.24 (\@ p= ף?1.54p= ף?b  1.54 bX4 d  p= ף?1.54 p= ף? RQ @3.29RQ @bz  3.29 bX4 d  RQ @3.29 RQ @ 333333@2.65333333@b  2.65D:8 d  333333@2.65  333333@ D~Oneverycorridor,Amtrakholdsadistinctadvantageoveritscompetitorsconcerningtheabilitytodoworkintransit,particularlyovertravelbyautomobile.However,thesamebusinessridersdidnotperceivetheabilitytodoworkwhiletravelingtobeasimportantasotherattributes. T  @ BusinessRiderEvaluationsofAttributeImportance(5=important,1=unimportant)  4    *EFddSdd dd 8dd dd Fdd CD(#(#,dd ,dd ,dd ,dd ,xdd ,dd +   $  Corridor  8! Comfort  8" Cost  8# TravelingWhenIWant  (x% TravelingWhereIWant  (x' GettingWorkDone  (x) ChicagoCarbondale 7- * @4.40@74.40 YO++ @4.40 @ )\(@4.29)\(@Y4.29 YO+, )\(@4.29 )\(@ RQ@4.08RQ@Y4.08 YO+- RQ@4.08 RQ@ @4.15@Y4.15 YO+. @4.15 @ 333333 @3.65333333 @Y3.65 7-+/ 333333 @3.65 333333 @ 7ChicagoSt.Louis 7- 00 Q@4.43Q@74.43 YO+01 Q@4.43 Q@ )\(@4.29)\(@Y4.29 YO+02 )\(@4.29 )\(@ \(\@4.34\(\@Y4.34 YO+03 \(\@4.34 \(\@ (\@4.44(\@Y4.44 YO+04 (\@4.44 (\@ ףp= @3.48ףp= @Y3.48 7-+05 ףp= @3.48 ףp= @ 7ChicagoQuincy 7- 6 (\@4.49(\@74.49 YO+7 (\@4.49 (\@ Q@4.43Q@Y4.43 YO+8 Q@4.43 Q@ {Gz@4.37{Gz@Y4.37 YO+9 {Gz@4.37 {Gz@ HzG@4.57HzG@Y4.57 YO+: HzG@4.57 HzG@ Gz @3.51Gz @Y3.51 7-+; Gz @3.51 Gz @ 7ChicagoMilwaukee 7- 8< q= ףp@4.36q= ףp@74.36 YO+8= q= ףp@4.36 q= ףp@ = ףp=@4.06= ףp=@Y4.06 YO+8> = ףp=@4.06 = ףp=@ = ףp=@4.31= ףp=@Y4.31 YO+8? = ףp=@4.31 = ףp=@ (\@4.19(\@Y4.19 YO+8@ (\@4.19 (\@ HzG @3.66HzG @Y3.66;1/8A HzG @3.66  HzG @ ;WhiletheabilitytodoworkwhiletravelinghasthepotentialtopositivelydifferentiateAmtrakfromitscompetitors,thischaracteristicdoesnotcreateasustainablecompetitiveadvantageforAmtrakbecauseitisnothighlyvaluedenoughbytravelers.OnestrategicoptionavailabletoAmtrakistoincreasetheperceptionoftheimportanceofthisattribute(gettingworkdonewhile hE traveling)andtofurthermaximizeabusinesstravelersabilitytodoworkwhiletraveling.Amtrakhastheabilitytomaximizetheefficiencyoftimebyallowingbusinessrepresentativestobeproductiveintransit.Thisadvantage,however,isnegatedifAmtrakisperceivedasbeinginconvenientandpotentialbusinessridersperceivethattimewillbelostelsewhere(waitingorarrangingconnectingtransportation.)CommentsfrombusinessnonridersindicatethatmostbusinessnonridersdonotconsiderAmtrakinmakingatransportationdecisionitisnotwithintheevokedsetoftransportationalternatives.Businessriderspossesscertaincorevalueswhichareusefulintargetingforadvertisingpurposes.Thesevaluestendtoguidetheattitudeformationprocess,andtappingintothesevaluesislikelytoproduceastrongeraffectiveresponsefrombusinesstravelers.  H+&R *GHdddd dd dd dd xdd dd EF(#(#,m dd ,` dd , dd +     TerminalValue  T  %ofbusinessriderswho T rankedthevalueasoneoftheirtoptwovalues  4  %ofbusinessnonriders T whorankedthevalueasoneoftheirtoptwovalues  4 Senseofbelonging  h   23.4%  h   9.2%  h   Funenjoymentexcitement   <  16.2%   <  12.2%   < Warmrelationshipswithothers 'p  '35.8% 'p  '35.3% p  Selffulfillment   D  23.2%   D  24.1%   D  Beingwellrespected  x  12.8%  x  19.2%  x  Security  L  18.7%  L  21.1%  L  Selfrespect    28.4%    36.1%    Senseofaccomplishment 'T '41.4% 'T '42.8%"T   "Thedatasuggeststhattwoofthemostimportantterminalvaluesforbothbusinessridersandbusinessnonridersareasenseofaccomplishmentandwarmrelationshipswithothers(self T" respectwasalsohighlyvalued.)Warmrelationshipsandsenseofaccomplishmentcanberelated D# directlytotheAmtraktravelexperience.Amtrakcanprovideanenvironmentconducivetoworkandaccomplishment,anditcanalsoprovideanenvironmentconducivetocreatingwarmrelationshipsintransit,orasameanstoanend(e.g.,takingAmtraktoseesomeoneisameanstowardanendofachieving warmrelationships.)Proposal4,LongTerm:IfAmtraksgreateststrengthwiththebusinesstraveleristheabilityto ) doworkand/orrelaxinroute,thenAmtrakmusttakestepstomaximizeandprotectthisbasisfordifferentiation.Thisinvolvescreatinganonboardenvironmentconduciveforabusinesstravelertoobtainthesebenefits.Possibleactionsincludeseatingthatcanbesetupforsmallmeetings(w/tables),creationofsomeprivatecompartmentsfortravelerswhodonotwishtobedisturbed,andincreasedavailabilityofsupportamenities(electricaloutletsforlaptops,cellphonesthatusecreditcards,faxmachines,etc.)Itisrecommendedthattheemphasisforbusinesstravelersbeonincreasedproductivityandarrivingrefreshed.Togetherwiththealliancewithrentalcarcompanies(seeearlierproposal),thisshouldimprovetheperceivedvalueofAmtrakrelativetoitscompetitors.Proposal4,Immediate:Ideally,alargescaleadvertisingcampaigninbusinesspublications ($$5 wouldbeorganizedandconductedaroundathemesuchas Whatwouldyoudowithanextraday?(TheamountoftimerequiredforaroundtriptoQuincyorCarbondaleis810hours,theequivalentofanextraday.)Themessagestrategywouldcontainbothcognitiveandaffective +&8 components.BasicfactualinformationwhichneedstobeconveyedwouldbetheworksavingswhichcanbeachievedinrouteforAmtrak.TheaffectivecomponentistogetbusinesstravelerstovisualizetheiraccomplishmentsthroughincreasedefficiencybyutilizingAmtrak,andthepositivefeelingsandemotionsrelatedtothoseaccomplishments.Theseaccomplishmentscouldbeworkrelated(money,promotion)orfamilyrelated(moretimetospendwithfamilymembers).Realizingthatalargescaleadvertisingcampaignmaynotbefeasibleundercurrentconditions,amoretargetedcampaignutilizinglesstraditionalmediaisrecommended.Suchacampaignwouldinvolveidentifyingkeyopinionleaders(individualswhoarelikelytoinfluencethebehaviorsofothers,)generatingapositiveonboardexperiencefortheseopinionleaders.andutilizingtheirwordofmouthtocommunicatethebenefitsofAmtraktravelforbusinessreasons.Todetermineifthisproposedstrategywouldbeeffective,anextensiontothepresentresearchwasgranted.Thepurposeoftheextensionwastodeterminetheeffectivenessofdistributingfreeticketstobusinessnonriderstoconvertthemintobecomingpaidbusinessriders.   ExtendedResearchBackground a9     DatacollectedinthemainstudyindicatesthatoneofAmtraksstrengthsinIllinoisistheonboardexperienceitprovidestobusinesstravelers.Allstudiedaspectsoftheonboardexperiencereceivedapositiveevaluationfromatleast70%ofAmtrakbusinesstravelers.Bycomparison,onlyfourofelevenattributeswhichprecedeorfollowtheonboardexperiencereceivedapositiveevaluationfrom70%ormoreofAmtrakbusinesstravelersOnBoardAttributes    h %Ratinga 4"or 5",15scale?<XX(5=excellent,1=poor)#XX?<;# @ CourtesyofOnBoardStaff   h      p 89.6% 0 CleanlinessoftheSeatingArea h      p 84.1%  p SeatComfort `     h      p 79.8% ` OverallAmtrakComfort   h      p 76.6% P AbilitytoWorkWhileTraveling h      p 75.6% @ OnBoardAnnouncements   h      p 72.1% 0 Ride   `     h      p 70.4%   RestRooms `     h      p 70.1% ! NonOnBoardAttributes   h %Ratinga 4"or 5",15scale?<XX(5=excellent,1=poor)#XX?  (\@4.49 (\@ @ChicagoCarbondale 7- &!? Q@4.73Q@7  4.73 @64&!@  Q@4.73 Q@ @ChicagoMilwaukee 7- 2(#A \(\@4.84\(\@7  4.84D:82(#B  \(\@4.84  \(\@ DSInaddition,theattributeofcostdominatedfocusgroupdiscussionsofstudentridersandstudentnonriders.TheframeofreferenceusedbystudentsforassessingthereasonablenessofanAmtrakticketisthecostofcarpooling. ",r'E ЇStudentridersindicatedduringfocusgroupdiscussionsthatridershippatternsareformedearlyinastudentscollegecareer.Studentswhocanidentifyareliableprocessforfindingalternativecarpooltransportationto/fromtheChicagoareaareunlikelytoswitchandbecomeAmtrakusers.Therefore,theemphasisneedstofallonattractingcollegestudentsearlyintheircollegecareers(particularlyasfreshmen,sincemanyuniversitiesdonotallowfreshmantohavecarsoncampus).Onthesurface,studentsviewtravelalternativesasacommodity,choosingthelowestpricedtransportationalternative.However,extendedquestioningduringfocusgroupsyieldedsomequalifyingparameters.StudentridersandnonridersdoattachvaluetothecomfortofridingAmtrak.Theonboardexperienceenablesstudentriderstopursueanumberofactivities(reading,sleeping,listeningtoheadsets,drinking,etc.)thatarenotpossiblewhentravelingbycar.Inaddition,femalestudentsplacedvalueonthesafetyofridingAmtrak(e.g.,avoidinghighwaybreakdowns.)Theseattributesareofvaluetostudenttravelers,andmostindicatedtheywouldridesubstantiallymoreifticketpriceswerereducedtoapproximatelythe$40levelontheCarbondalecorridor.Focusgroupsparticipantsalsoidentifiedparentsasanimportantinfluenceinthedecisiontoride.ParentsarelikelytopreferAmtrakoverdrivingorcarpoolingduetosafetyandreliability.Thismakestheparentsofstudentsaviabletargetaudienceforreaching/influencingstudentridership.Proposal:Inthelongterm,Amtrakhasalargelyundertappedmarketamongcollegestudents ` (particularlyfirsttimecollegestudentswhohavelimitedtransportationoptions.)Asanexample,approximately50%ofWesternIllinoisUniversitys11,000+studentsarefromtheChicagoarea.Ifonly25%ofthispopulationreturnedhomeforaweekend,thereisamarketof1,375possiblestudenttravelers.AmtraksplannedmovetoareservationsystemhasthepotentialforimprovedallocationofequipmentontocorridorstoaccommodatestudentstravelersonFridaySunday.Thiscreatesanopportunityforsomepricediscountingonthesedatestofillcarstocapacity.Itistheunderstandingoftheresearchteamthatpartoftheincreaseinridershipduringthesuccessful 2for1"promotionrunbyAmtrakinthespringwasattributabletoaninfluxofstudentridersonFridaySunday,confirmingotherevidencethatthismarketsegmentishighlypricesensitive.However,therearestepswhichcanbetakentomaintainandincreaseridershipbesidestheexpansionofcapacityandpricediscounting.TheresearchteamproposesthatAmtrakspecificallytargetfirsttimecollegestudents(freshmanandtransfers)atEasternIllinois p&!$ University,theUniversityofIllinoisatChampaignUrbana,SouthernIllinoisUniversityCarbondale,WesternIllinoisUniversity,andIllinoisStateUniversity.TheproposalcallsforapartnershipbetweenAmtrakandeachoftheseuniversities,inwhichanoffertobuya specialpackageofroundtripAmtrakticketswouldbemailedbytheuniversitytotheparentsofallnewstudents(alongwithothermaterialsroutinelydistributedbytheuniversity.)Theofferwouldbeapricereductionifticketsareboughtinquantityaheadoftime(e.g.,a$20reductionoffthetotal ,`'* ticketpriceifboughtseparately,buttheticketsmustbeusedwithintwelvemonths).Themessagestrategytoparentswouldbetwofold:emphasizingpeaceofmind(e.g.,knowingyour  son/daughteristravelingonboardAmtrakinsteadofrunningtheriskofbreakingdownalongahighway)andvalue(receivingapricereductionbybuyinginquantityandlockinginonagreat  dealtoday.)OrdersforticketscouldbesentdirectlytoAmtrakbymail,orpossiblyaccommodatedthroughAmtrakstollfreereservationsystem.Thebenefitsofthisproposalareseveral:  5c  5c"0 `   Itcostslittletoimplement,sincethecostofdistributingmaterialswouldbeborn @  bytheuniversities(whohaveavestedinterestinthesuccessofAmtrak).Amtrakscostsareprimarilyforprinting.5c݌ ` (#` (# Ќ    5c  5cH"0 `   Itformsridershippatternsearlyinthecollegecareer,makingiteasierforAmtrak `  toretaintheseexistingridersascustomersinthefuture.5cHc݌ ` (#` (# Ќ    5c  5c|"0 `   Ittargetsagroupwhichislesslikelytobepricesensitive(parents)andmore @  sensitivetootherAmtrakbenefits(safety)thanthestudenttravelsegment.5c|݌ ` (#` (# Ќ    5c  5c"0 `   Itislikelytogeneratesomeadditionalrevenuethroughticketspurchasedbutnot   redeemedduringtheyear.5c݌ ` (#` (# Ќ  Variationsofthisproposalcouldincludesellingapackageofsixticketsatfullpriceandprovidinganadditionalfreeticketforanotherfamilymembertouse(duringlowerridershipperiods,MondayThursday)orallowingparentswhopurchasesixroundtripticketsto donateafreetickettoalocalcharity(tobeusedduringlowerridershipperiods).  Strategy#6:IncreasingRidershipDuringLowRidershipPeriods 7  0 Background:DatasuppliedbyIDOTindicatesacyclicalpatterntoridershiponeachofthefour ` corridors,thoughtheridershippatternfortheChicagoMilwaukeecorridordiffersfromthepatternsshownontheothercorridors.  ! @  AVERAGEMONTHLYRIDERSHIP  @QQ July1993June1996   *fPQdd dd dd NO(#(#f,dd ,dd ,dd ,dd ,dd +    Month  D ChicagoQuincy '4" 'ChicagoSt.Louis '4" 'ChicagoCarbondale '4 " 'ChicagoMilwaukee 4 " January @6 h   @5352@@5,352 lb4h  " @5352 @ /@19644/@l19,644 mc5h " /@19644 /@ @10171@m10,171 mc5h " @10171 @ @28483@m28,483 A75h " @28483 @ AFebruary @6  < 5@54295@@5,429 lb4 <" 5@5429 5@ @18419@l18,419 lb5 <" @18419 @ E@9867E@l9,867 lb4 <" E@9867 E@ y@28132y@l28,132 A75 <" y@28132 y@ AMarch @6 p  ˻@7115˻@@7,115 lb4p " ˻@7115 ˻@ J@22824J@l22,824 mc5p " J@22824 J@ @12109@m12,109 mc5p " @12109 @ @@32922@@m32,922 A75p " @@32922 @@ AApril @6  D  @6829@@6,829 lb4 D " @6829 @ @24363@l24,363 mc5 D " @24363 @ ]@10939]@m10,939 mc5 D " ]@10939 ]@ R@30024R@m30,024 A75 D " R@30024 R@ AMay @6 x  @6816@@6,816 lb4x !" @6816 @ @26127@l26,127 mc5x "" @26127 @ @10121@m10,121 mc5x #" @10121 @  @30759 @m30,759 A75x $"  @30759  @ AJune @6 L % @6137@@6,137 lb4L &" @6137 @ @{@23021@{@l23,021 lb5L '" @{@23021 @{@ -@8794-@l8,794 lb4L (" -@8794 -@ @@32433@@l32,433 A75L )" @@32433 @@ AJuly @6  * ~@7294~@@7,294 lb4 +" ~@7294 ~@ @27244@l27,244 mc5 ," @27244 @ ;@10871;@m10,871 mc5 -" ;@10871 ;@ @32911@m32,911 A75 ." @32911 @ AAugust @6 T/ )@6953)@@6,953 lb4T0" )@6953 )@ @@26473@@l26,473 mc5T1" @@26473 @@ `@10945`@m10,945 mc5T2" `@10945 `@ @32682@m32,682 A75T3" @32682 @ ASeptember @6 4 @6059@@6,059 lb45" @6059 @ @20396@l20,396 mc56" @20396 @ @11567@m11,567 mc57" @11567 @ 2@319442@m31,944 A758" 2@31944 2@ AOctober @6  \9 B@6978B@@6,978 lb4 \:" B@6978 B@ @22384@l22,384 mc5 \;" @22384 @ @13106@m13,106 mc5 \<" @13106 @ @@34706@@m34,706 A75 \=" @@34706 @@ ANovember @6 > D@7492D@@7,492 lb4?" D@7492 D@ @@23181@@l23,181 mc5@" @@23181 @@ @12754@m12,754 mc5A" @12754 @  @36625 @m36,625 A75B"  @36625  @ ADecember @6 dC @7935@@7,935 lb4dD" @7935 @ @24514@l24,514 mc5dE" @24514 @ #@11847#@m11,847 mc5dF" #@11847 #@ @37933@m37,933 J@5dG" @37933 @ JMonthlyAvg. I?I @6654@I6,654 lb4K" @6654 @ @23216@l23,216 mc5M" @23216 @ @11091@m11,091 mc5O" @11091 @ @32463@m32,463E;9Q" @32463 @ ENote:0  100"equalstheaveragemonthlyridershipforeachcorridor(e.g.,6,654forChicago R Quincy,23,216forChicagoSt.Louis).Forexample,ascoreof105meanstheridershipforthatmonthwas5%abovetheoverallmonthlyaverageforthatcorridor(e.g.,6,987forChicagoQuincy,24,377fortheChicagoSt.Louiscorridor) (#(# Examiningpatternsofridershipprovidesabasisforpromotionscheduling,particularlypricepromotions.Allfourcorridorsexperienceridership10%ormorebelowthemonthlyaverageduringtheperiodofJanuaryMarch.AllfourcorridorsalsoexperiencedaboveaverageridershipforthemonthsofNovemberandDecember.Othernoteworthyfindingsinclude:  5c  5c"0 `   TheChicagoCarbondalecorridorexperiencesitshighestaveragemonthly 'X"[ ridershipinOctober(possiblyattributabletotheclosingoftheSIUcampusforHalloween).5c݌ ` (#` (# Ќ    5c  5c>"0 `   TheChicagoCarbondale,ChicagoSt.Louis,andChicagoQuincycorridorsall )(%^ experiencenoticeabledropsinridershipinJune,whileChicagoSt.LouisandChicagoQuincyexperienceasecondperiodofsignificantdropinridershipduring +'` September.5c>Y݌ ` (#` (# Ќ    5c  5c"0 `   JulyandAugustarerelativelystrongridershipmonthsalongallfourcorridors,  witheachcorridornearorinexcessofitsaveragemonthlyridership.5c݌ ` (#` (# Ќ  Infocusgroupdiscussions,studenttravelerswerefoundtobecharacterizedaspricesensitivewhilebusinesstravelerswerefoundtobecharacterizedasrelativelypriceinsensitive.Leisuretravelersweresomewhatsensitivetoprice.Itisincumbenttoavoidofferingpricediscountstoindividualswhowouldhaveriddenwithoutthepresenceofthepricediscount.Attributiontheorysuggeststhatsuchindividualsmayattributeridingbehaviortothepresenceofthepricestimulus,sothatwhenthepricediscountisremovedsoisasalientreasonforriding.Ineffect,inappropriatepricediscountspotentiallyimpactridershipintwoways:theyresultinalossofridershiprevenuesamongloyalriders,andtheycancontributetoareductioninriderloyalty(someridersreconsiderridingwhentheincentiveisremoved).Ideally,suchpriceincentivesareonlyofferedtotravelerswhomightnothavetraveledAmtrakwithouttheincentive.Proposal:TherearetwogeneralpromotionalscheduleoptionsavailabletoAmtrakinIllinois  thosewhichcouldbeappliedacrossallfourcorridorsandthosewhichcouldbeappliedonacorridorbycorridorbasis.m7R9)%`|0v `wEk&xx m (#(#                      (#(#PromotionsAcrossMultipleCorridorsImprovingRidership,JanuaryandMarch:Lookingat  +p&) promotionsacrossallfourIllinoiscorridors,itisclearthatoneoptimaltimetoschedulesucha ,`'* promotioninwithintheJanuaryMarchtimeframe.ThisrecommendationisconsistentwithAmtrakssuccessfulpricepromotionwhichwasimplementedintheSpringof1997.However,acrosstheboardpricediscountsarelessthanideal,sincetheyarelikelytoattractstudenttravelersonFridaySundaywhenridershipisalreadyheavier.WithinthisJanuaryMarchtimeframe,theidealtargetmarketistoattractleisuretravelersforridershipMondaythroughThursday.Thiscanbeaccomplishedbyofferingdeepdiscounts(e.g.,twoticketsforonewhenbothhavethesametravelitinerary)toseniorcitizensonly,orbyoffering 2for1"discountsonMondayThursday.Itisadvisabletoconductthispromotionfornomorethanapproximatelyfourweeks(longerpromotionscanlosetheirappealandcometobeexpectedbyriders,e.g.,considerautorebates.)PromotionsAcrossMultipleCorridorsImprovingRidershipinJune:Eachofthethree P  downstatecorridorstypicallyexperienceanoticeabledropinridershipduringthemonthofJune,makingthismonthasecondoptimaltimeforapromotionaleventforthedownstatecorridors.Thegoalofmarketselectionherewouldbetotargetalltypesofleisureriders(seniors,nonseniors,families)withouttargetingbusinessriders.Toachievethis,apromotiontargeting  familiescouldbeofferedduringJuneonly.ThepromotionwouldattempttoattractfamiliestoAmtraktravelduringthelowerridershipmonthofJune,andbeorganizedaroundthemessagestrategyof Kidsridefree!Theincentivewouldbethatonechild(14andunder)canridefreeforeachadultticketpurchased.ThisisafurtherreductionfromAmtrakscurrentnationwidepromotionwhichallowschildrentotravelathalfprice.ArelatedintentofthepromotionistopositionAmtrakasanappropriatetravelmeansforfamiliesfocusgroupcommentssuggestthatsomeleisuretravelersdonotperceiveAmtrakasappropriateforfamilytravelduetoahighperceivedcostforfamilytravelincomparisontoautotravel.ThismaybepartiallyrelatedtoalackofinformationofAmtrakscurrentpricingpolicyconcerningchildren:73.7%ofleisuretravelersindicatedtheydidnothaveenoughinformationaboutAmtrak.PromotionsAcrossMultipleCorridorsImprovingRidershipinSeptember:Averagemonthly P ridershipinSeptemberfortheChicagoQuincyandChicagoSt.LouiscorridorsshowasignificantdropincomparisontoridershipinAugustandOctober.Anexplanationforthisdecreasemaybetheendofsummercombinedwiththereductioninthenumberofavailableleisuretravelers.TwoseparatepromotionsmaybeconsideredasmeanstoincreaseridershipduringSeptember:theincentivesfor ImprovementofStationConditions(seestrategy#1)inwhichcommunitieswereoffereddeeplydiscountedtickets(MondaythroughThursdayonly)ifstationconditionswhichmeetprescribedstandards,andtargetingoffirsttimestudentsatcollegesanduniversities,particularlyatuniversitiesalongtheChicagoQuincyandChicagoSt.Louiscorridors(e.g.,IllinoisStateUniversityandWesternIllinoisUniversity:seestrategy#5.)   ,`'*   Strategy#7:AdvertisingRecommendations    Thefollowingsuggestionswereprovidedbytheresearchteam.Theyarenotintendedtobecomprehensive,andsomearealreadyinpracticetovaryingdegreesbyAmtrak.However,theyareconsideredabasisforthedevelopmentofadvertisingtoimproveridershipwithinIllinois.A.0  Utilizingtravelsectionsofnewspapers:P (#(#   1.0 ` Advertising.Targetingadvertisingdollarstothisareawouldbeanefficientuseof @  printadvertising.Sundaynewspapersingeneralhavehigherreadershipthanotherdays,andtheamountoftimedevotedtoaSundaypaperistypicallydouble.Readersoftravelsectionshavealreadyshownaninclinationtowardstravel,makingitaneffectivemechanismfortargetingleisuretravelers. ` (#` (#   2.0 ` Publicity:SurveydatasuggeststhatAmtrakridershaveagenerallypositive @  opinionofmanyaspectsoftheAmtrakexperience,includingride,personnel,cleanliness,etc.Itisimportanttocommunicatethesebenefitstothelargernonridingpopulation.Consequently,anoptionavailabletoAmtrakistooffertwofreeroundtripticketstoChicagotothetravelwriterateachdownstatenewspaper,withthesuggestionthattheyusetheexperiencetowriteaboutseeingChicagobytrain.(Januarywouldseemanoptimaltime,sinceridershipisdowninJanuaryMarchandarticlespublishedinJanuary/Feb.wouldfacilitateridershipincreasesinFebruaryandMarch.)Theresultingarticleswouldhelptoattractnonridersbyallowinganonbiasedmediasourcetodisseminateinformationabouttheonboardexperience.ThiswouldalsoallowAmtraktoinvolveitsConductorsandAssistantconductors,whowerethetargetofmanypositivecommentsfromridersduringthedatacollectionprocess. ` (#` (# B.0  Comfortandconvenienceshouldbestressedinadvertisementstargetedatleisure ` travelers,withpriceincludedinthead(butnotthemainfeature.)Amtrakcomparesunfavorablyagainsttheautoonprice,andstressingcomfortmayhelptoattractridersmorecompatiblewiththebenefitsAmtrakprovides. (#(# C.0  Useradioandnewspaperadstointroducepromotions.Itisimportanttouseadvertising ! resourcestosupportotherpromotions,suchasAmtrakscurrentstudentdiscountprograms,ortheproposedAmtrak/Eventticketbundles.Thegoalofthesepromotionsaretoexpandtheridershipbase,buttheridershipbaseisunlikelytoexpandunlessthemessageiscommunicatedoutsideexistingriders.Brochuresandinstationadvertisingareunlikelytobesufficienttoreachnewriders. (#(# D.0  Addressvaluesimportanttotargetedgroupsinadvertisements:Thesetopicsarelikelyto P(#& beusefulforattractingandretaininginterestduringadvertisements. (#(#   Segment   DominantValues  +p&)   BusinessTravelers:0  SenseofAccomplishment,Selfrespect,WarmRelationshipswith ,`'* Others. (#(#   StudentTravelers0  WarmRelationshipswithOthers,FunEnjoymentExcitement,  SenseofAccomplishment (#(#   LeisureTravelers0  WarmRelationshipwithOthers,Security,SenseofAchievement