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Punta Cana International AirportAnnual Visitors Exit Survey
Dr. Rich HarrillDr. Brian J. Mihalik
The Survey
• 37 questions to evaluate airport satisfaction
• 18 questions to evaluate vacation satisfaction and vacation decision making
• Demographic information
Our Sample
• Surveyed Wednesday, May 12th, 2010 through Sunday, May 16th, 2010
• 1,387 total surveys collected• We believe we had a high response rate
(≈75%)
The Population• 54% female• 53% college graduates• 63% classified as professional / managerial• 38 years old on average and evenly
distributed• Most are from United States, Canada, or
United Kingdom
The Population
37%
25%
6%
7%0%
4%
8%
3% 10% United States
Canada
France
Germany
Other
Other Americas
Other Europe
Spain
United Kingdom
Satisfaction by Demographics
• No difference by gender• No difference by education• Entrepreneurs were less satisfied with the
airport• Visitors between ages 55-64 were
generally more satisfied
Satisfaction by Country
Country Satisfaction
Other Americas 4.04
United States 3.86
Canada 3.81
Other Europe 3.79
Germany 3.77United Kingdom 3.68
Spain 3.68France 3.41
• French visitors are generally less satisfied
• Visitors from the Other Americas are generally more satisfied
Changes from over 2009
• Use caution when interpreting data due to seasonal shift in sampling period
• Mean overall airport evaluation improved from 3.56 to 3.77 on a five point scale
• Significant improvement in 32 of 36 attributes
Changes from 2009
2009 20100%
20%
40%
60%
80%
100%
ExcellentGoodAverageFairPoor
Changes from 2009
• One satisfaction score was significantly lower– Temperature within the arrival
terminal and baggage claim
Stability from 2009
• Three satisfactions scores did not change– Ease of getting around departure
terminal– Temperature within the departure
terminal– Efficiency of immigration and customs
when departing the airport
Improvements from 2009
• Satisfaction scores the most improvement–Quality / cleanliness of airport
restrooms in arrival area–Quality / cleanliness of airport
restrooms in departure area–Bank teller machine for currency
conversion after arrival
Importance Performance Analysis
• Attributes importance measured with statistical model
• Performance measured by mean satisfaction score
• These scores used to sort attributes into four categories
Importance Performance Analysis
-.150 -.050 .050 .150 .250 .350 .4502.5
4.5
Importance Score
PerformanceScore
High Importance, High PerformanceAttribute Importance Performance
Overall airport cleanliness 0.38 4Immigration process when arriving in Punta Cana 0.112 3.87Quality / cleanliness of airport restrooms in departure area 0.065 3.83Convenient location of airport to resort / destination 0.142 3.83Ease in finding group tour and hotel contacts after arrival 0.054 3.82Personal safety and security within the departure area 0.067 3.8
Customs baggage inspection when arriving in Punta Cana 0.039 3.8
Efficiency of immigration and customs when departing Punta Cana 0.15 3.79
Understandable signs within the departure area 0.073 3.73Baggage claim process when arriving in Punta Cana 0.094 3.69
Baggage handler experience when departing Punta Cana 0.11 3.67
High Importance, Low PerformanceAttribute Importance Performance
Airline check-in counter when departing Punta Cana 0.064 3.61
Product quality in duty free shops 0.023 3.61
Quantity of airport restrooms in arrival area 0.032 3.58
Temperature within the departure terminal 0.116 3.56
Food quality in departure area food court 0.04 3.32
Departure terminal entertainment / musicians 0.082 3.12
Price of products in duty free shops 0.08 3.12
Selection / variety of food in departure area food court 0.199 3.04
Low Importance, High Performance
Attribute Importance Performance
Availability of ground transportation after arrival -0.028 4.00
Personal safety security outside the arrival terminal 0.006 3.80
Quality / cleanliness of airport restrooms in arrival area 0.005 3.79
Quantity of airport restrooms in departure area 0.017 3.79
Ease of getting around departure terminal -0.038 3.77Hand baggage security process when departing Punta Cana 0.013 3.74Arriving passenger meeting area size after customs checkpoint -0.01 3.63
Low Importance, Low PerformanceAttribute Importance Performance
Availability of seating while waiting for departure flight -0.035 3.61
Cost of air travel to the airport 0.004 3.56
Bank teller machine for currency conversion after arrival 0.015 3.54
Baggage handler experience after customs checkpoint 0.012 3.54
Dominican entertainment / musicians in arrival terminal 0.022 3.52
Temperature within the arrival terminal and baggage claim 0.001 3.32
Selection / variety of products in duty free shops -0.014 3.19Product quality in non-duty free stores -0.061 3.14Prices in non-duty free stores 0.002 2.79Prices in departure area food court -0.013 2.72
Importance Performance Analysis
• Same procedure• Vacation satisfaction as determined by
activities and airport satisfaction
High Importance, High Performance
Attribute Importance Performance
Dining in restaurants 0.301 3.96
Swimming /sunbathing 0.271 4.61
Live entertainment 0.253 3.99
Boating / water sports 0.126 4.20
Snorkeling 0.112 4.06
Spa 0.108 3.89
High Importance, Low Performance
Attribute Importance Performance
Purchasing gifts / souvenirs 0.108 3.43
Airport evaluation 0.101 3.77
Low Importance, High Performance
Attribute Importance Performance
Safaris / four wheeling 0.017 3.95
Golf -0.076 3.92
Low Importance, Low Performance
Attribute Importance Performance
Sightseeing in cities 0.078 3.51
Taking guided tours 0.061 3.85
Casino gaming 0.012 3.32
Nightclubs / dancing 0.001 3.58
Purchasing arts / crafts / antiques -0.034 3.42
Sporting events -0.042 3.74
Activity Participation
GolfSafaris / four wheeling
Casino gamingSnorkeling
Sightseeing in citiesSpa
Sporting eventsNightclubs / dancingTaking guided tours
Boating / watersportsPurchasing arts / crafts / antiques
Live entertainmentPurchasing gifts / souvenirs
Dining in restaurantsSwimming / sunbathing
0 10 20 30 40 50 60 70 80 90 100
3139
5357
626363
6767
7079
8790
9799
Conclusions
• Many positive improvements over 2009• Improvement needed in restaurants and
duty free shops• The airport is a driver of vacation
satisfaction
Conclusions
• Beach activities are most important and most satisfying
• Urban activities are least important and least satisfying
• Souvenir purchasing experiences are disappointing
• A survey of airline pilots and crews
¡Gracias Punta Cana!
