The San Diego Regional Airport Authority wished to conduct a Cross-Border Terminal Market Demand Study to evaluate the viability of a cross-border airport bridge in Otay Mesa. This study would include an extensive field research component to capture market trends and user drivers to predict the actual demand for such a unique facility.
CERC developed and conducted a telephone survey to determine usage likelihood, potential usage, effects of various terminal elements on usage likelihood and drivers of usage likelihood among air travelers in San Diego and Imperial Counties. The research would need to measure certain demographic characteristics and attitudes of the respondents in an effort to explain the relationships of the variables.
As self-reported by air travelers, convenience, lower cost and travel flexibility were the three dominant reasons for using such a terminal. The convenience factor – for example: it is easy to fly from; it would save time; there is a shorter wait time; or the process would be quicker – was tops for 30%. Convenience was less of an issue for air travelers flying once a year or more. They, especially non-Hispanics in this segment, tend to elevate travel flexibility over convenience.
Infrequent fliers, especially men, tended to focus on added convenience afforded by such a facility. Those closer to the TIJ tended to elevate their proximity to the facility’s location. Nearly 40% in San Diego County’s south suburbs and east suburbs put convenience at top of their list.