Airport mobile internet

Facultad de Economía, Empresa y Turismo Tesis Doctoral AIRPORT MOBILE INTERNET Luis Martín Domingo Estambul / Istanbul – Oct 2015 i Página para uso de los servicios administrativos de la Universidad ii iv v Facultad: Economía, Empresa y Turismo Programa de Doctorado: Perspectivas Científicas sobre el Turismo y la Dirección de Empresas Turísticas Título de la Tesis: A IRPORT M OBILE I NTERNET Tesis Doctoral presentada por: D. Luis Martín Domingo Dirigida por el Dr.: D. Juan Carlos Martín Hernández El Director El Doctorando Firma Firma Las Palmas de Gran Canaria a 2 de noviembre de 2015 Estambul a 31 de octubre de 2015 vi vii AGRADECIMIENTOS | ACKNOWLEDGEMENTS Mi mayor agradecimiento es tanto para mi supervisor Juan Carlos Martín, que me invitó a realizar un doctorado en la Universidad de Las Palmas en el año 2009 como para mi mujer Dominique, que había conocido un año antes a pie de la Muralla China. Especialmente ambos, pero también otros muchos me han animado y apoyado durante todo este viaje y quiero deciros: Gracias, Mercie, Thank you, 寊寊ġĩxie xie), Teşekkürler,… En junio de 2009 me ponía en contacto con Juan Carlos vía email, desde mi ”home office” en Pekín mientras trabajaba para la compañía Fraport y también seguía peleándome con los caracteres chinos. Una noticia en la prensa cuestionaba la eficiencia del sistema aeroportuario español en algunas regiones como por ejemplo la gallega, con tres aeropuertos y se basaba en un artículo de investigación (Martín, Román, & Voltes-Dorta, 2009). En dicho contacto a puerta fría, le solicitaba una copia del artículo mencionado y también le mencionaba mi interés en hacer un doctorado a tiempo parcial. La última contestación que había tenido a dicha pregunta había sido cinco años antes, mientras trabajaba para la compañía Spanair, y había sido: “Tú tienes que dedicar a tu trabajo aquí el 120% de tu tiempo” (no hay tiempo para doctorado)…. Así, que me costó un tiempo en lanzarme y hacer la pregunta de nuevo. En este caso me encontré con una contestación extremadamente amable e inspiradora por parte de Juan Carlos. Junto con la copia del artículo solicitado, me decía: “Yo estaría encantado de que hicieras un doctorado aquí con nosotros”. Dicha contestación me hizo muchísima ilusión y podría decirse que representa la entrada al aeropuerto de Pekín para tomar un “vuelo” dirección a Las Palmas de Gran Canaria. Dicho vuelo dispuesto con conexión WiFi en casi todo su trayecto me ha permitido tanto mantener el contacto con Las Palmas de Gran Canaria, como realizar una gran parte de esta investigación. Al mismo tiempo, varios son los viajeros a los que quiero agradecer su colaboración en este trayecto. Gracias a la Universidad de Las Palmas por permitirme realizar este doctorado desde la distancia. viii Thank you Rob and Basak, for helping me to think on the mobile dimension. Gracias a Julio por enseñarme la diferencia entre que haya oro debajo de una piedra a que haya oro debajo de las piedras marrones, de tamaño medio y localizadas entre los 800 y 900 metros de altitud. Gracias a Novatronic Sistemas por regalarme el primer iPhone con el que puede recoger datos de sitios web móviles y App de aeropuertos de todo el mundo. Gracias Nuria y Enrique por darme la oportunidad de comenzar a dar clases en ESEUNE China, mientras estaba a bordo de este vuelo. Gracias a mi familia de España por estar siempre ahí. Especial mención a Germán, por no cesar en preguntarme: Luis, ¿Cómo va la tesis? Mercie aussi à la famille de la France, en particulier Monsieur et Madame Montagnon. Thank you Hatice Hocam, for accepting me and also to the rest of colleagues for supporting me on this stop-over in Istanbul. Thank you to Kayla Friedman and Malcolm Morgan of the Centre for Sustainable Development, University of Cambridge, UK for producing the Microsoft Word thesis template used to produce this document. En estos momentos el vuelo con origen en Pekín está llegando a su destino en el aeropuerto de Gran Canaria. Dominique, sigue en el asiento de al lado (el de la ventana) y Juan Carlos, haciendo uso de la conexión a internet, continúa haciendo un seguimiento cercano del vuelo. Muchas gracias. La App del aeropuerto de Gran Canaria anuncia: el vuelo procedente de Pekín acaba de aterrizar. Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 1 1 INTRODUCCIÓN Y RESUMEN Airport Mobile Internet 2 Luis Martín Domingo - Oct 2015 Resumen general de la tesis Los aeropuertos se enfrentan a diferentes retos entre los que se encuentran: Cómo guiar a sus pasajeros hasta, desde y dentro de sus terminales; seguir aumentando los ingresos comerciales y proporcionar una buena calidad de servicio. Al mismo tiempo, internet ha cambiado la forma de hacer negocios en muchas industrias, incluyendo la industria aeroportuaria y ahora más del 80% de los pasajeros viajan con dispositivos móviles con acceso a internet. El objetivo de la tesis es la de analizar la adopción por parte de los aeropuertos de sitios web y Apps para dispositivos móviles, identificar aeropuertos que son realmente innovadores y analizar si los servicios móviles de internet que proveen contribuyen a superar algunos de los desafíos a los que los aeropuertos se enfrentan. Esta investigación toma como muestra algunos de los aeropuertos más grandes del mundo y los analiza desde un laboratorio. Utiliza un modelo teórico de innovación para averiguar si los aeropuertos que adoptan pronto los servicios de internet móviles pueden considerarse realmente innovadores. Recurre a modelos de evaluación de sitios web, sitios web para móviles y Apps dentro de la investigación en turismo y los adapta para sector de aeropuertos. Los resultados muestran que los aeropuertos están adoptando estos servicios móviles de internet (69% en enero de 2014), pero a un ritmo más lento que otras industrias de turismo y transporte, tales como hoteles o aerolíneas. Los servicios móviles de internet de los aeropuertos incluyen principalmente servicios de información, pero ofrecen una funcionalidad limitada de venta e información orientadas a incrementar los ingresos comerciales. La adopción temprana de servicios de internet móvil por parte de los aeropuertos no parece estar relacionada con su tamaño, pero si con los ingresos comerciales y la ubicación geográfica. Entre los aeropuertos norteamericanos y europeos existe una mayor probabilidad de encontrar uno que ofrezca servicios de internet móvil y cuatro aeropuertos europeos fueron considerados realmente innovadores (Londres Heathrow, Londres Stansted, Amsterdam Schiphol y Copenhague). Palabras clave: Aeropuerto, web, móvil, App, ingresos comerciales, calidad de servicio Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 3 1.1 Motivación y objetivos Airport Mobile Internet se refiere a los servicios de internet prestados por los aeropuertos para servir a los pasajeros que viajan con dispositivos móviles con internet y que se representa de forma gráfica a continuación (ver Figure 1-1). Esos servicios incluyen sitios web para dispositivos móviles y aplicaciones (Apps). Esta investigación analiza la adopción por parte de los aeropuertos de estos nuevos servicios, así como su contenido. Figure 1-1. Airport mobile Internet1 El transporte aéreo es una industria muy dinámica, la demanda de los pasajeros aéreos se ha duplicado en los últimos 15 años, llegando a más de 3 mil millones en 2014 (ATAG, 2014) y se espera que el número de pasajeros se duplique de nuevo en los próximos 15 años (Airbus, 2014). Todos esos pasajeros deben usar algunos de los 4000 aeropuertos repartidos por todo el mundo durante sus viajes. 1 Todas las figuras han sido creadas por el autor si no se indica lo contrario Airport Mobile Internet 4 Luis Martín Domingo - Oct 2015 Figure 1-2. Tráfico aéreo medido en RPK2 (Airbus, 2014) Los aeropuertos han evolucionado, partiendo de entidades públicas han pasado a ser en muchos casos organizaciones con intereses comerciales y en algunos casos a ser privatizados. Los aeropuertos comerciales tienen ahora una presión creciente por partida doble, de sus clientes las aerolíneas para que mantengan unos precios competitivos y de sus accionistas para ser rentables. Una forma de complacer ambos intereses ha sido el aumento de los ingresos comerciales (Graham, 2009). Los aeropuertos han tenido que ampliar sus instalaciones para servir la nueva demanda creciente de pasajeros (Budd, Ison, & Ryley, 2011). Durante ese proceso de ampliación y con el fin de aumentar los ingresos comerciales, los aeropuertos han hecho crecer más sus zonas comerciales que el incremento de 2 RPK responde al término “Revenue Passenger Kilometer” en sus siglas en inglés. Es una unidad para medir el volumen de tráfico de pasajeros transportado por de las compañías aéreas y que tiene en cuenta la distancia transportada. RPK se calcula multiplicando el número de “Revenue Passenger” (RP) por el número de kilómetros transportados. RP es un pasajero por el que una compañía aérea recibe remuneración comercial a cambio del servicio de transporte. Esta medida excluye aquellos pasajeros que viajan con tarifas muy económicas que solo están disponibles para los empleados o familiares, así como bebes y niños (0-2 años) que no disponen de un sitio (Moneyterms, 2015). Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 5 la demanda. Por ejemplo, durante el período 1990-2008 los aeropuertos de Heathrow, Gatwick, Stansted y Glasgow en el Reino Unido aumentaron en un 150 por ciento el espacio comercial (Graham, 2009), mientras que el número de pasajeros sólo aumentó en un 98 por ciento (CAA UK, 2009). Por lo tanto, la opción que tienen los aeropuertos de aumentar su densidad de superficie comercial en sus terminales está ahora más limitada (Graham, 2009) y la complejidad a la que se enfrentan los pasajeros mientras cruzan la terminal del aeropuerto ha aumentado (Manataki & Zografos, 2009). Los profundos cambios estructurales observados en la industria aeroportuaria, tales como la comercialización, la privatización, la globalización y la competencia han animado a los aeropuertos a poner más énfasis en la calidad (Graham, 2013). La calidad del servicio de los aeropuertos (ASQ en sus siglas en inglés) es también un buen indicador tanto para la industria turística como para la imagen de un destino en particular, ya que por lo general el primer contacto del turista con un destino viene a través del aeropuerto (Fernandes & Pacheco, 2008; Rendeiro Martín-Cejas, 2006). Teniendo en cuenta las consideraciones anteriores los aeropuertos se enfrentan, entre otros, a los siguientes retos: • Seguir aumentando los ingresos comerciales • Guiar a los pasajeros a lo largo de la terminal del aeropuerto • Reducir la congestión y contaminación en los accesos al aeropuerto • Proporcionar una buena calidad de servicio en el aeropuerto (ASQ) Al mismo tiempo, durante los últimos 15 años, internet ha cambiado la forma de hacer negocios en muchas industrias, incluyendo la industria del turismo (Ho & Lee, 2007). Desde el 2000 hasta el 2015 el número de usuarios de internet en todo el mundo ha aumentado casi 10 veces, pasando de 360 millones a 3,2 mil millones de usuarios – ver Figure 1-3- (Internet Worldstats, 2015). Una tendencia más reciente es el acceso a internet a través de dispositivos móviles. Airport Mobile Internet 6 Luis Martín Domingo - Oct 2015 Figure 1-3. Usuarios mundiales de internet en millones (Internet Worldstats, 2015) Internet en dispositivos móviles comenzó a utilizarse en Japón a finales de la década de 1990s, pero no ganó popularidad en la búsqueda de información de viajes hasta finales de los 2000s (Okazaki & Hirose, 2009). Un hito importante fue el lanzamiento del primer iPhone en 2007 (Apple, 2007). El año 2009 vio algunos de los primeros aeropuertos adoptando los servicios de internet móvil. Por ejemplo, el aeropuerto internacional de Dallas / Fort Worth en los EE.UU. presentó su primer sitio web para móviles (DFW, 2009) y Aéroports de Paris en Francia su primer iPhone App (Aéroports de Paris, 2009). La Figure 1-4 muestra la App de Aéroports de Paris para un dispositivo iPhone en su versión 8.1 (Aéroports de Paris, 2015). La App de Aéroports de Paris que se muestra en la Figure 1-4 ha sido actualizada en 20 ocasiones, después que fuera lanzada por primera vez en 2009 (Aéroports de Paris, 2015). Dichas actualizaciones pretenden mejorar el servicio a los pasajeros que disponen de un dispositivo móvil con acceso a internet y deciden instalarlas. En ese sentido, la penetración del número de pasajeros aéreos que viajan con teléfonos móviles no ha parado de aumentar en los últimos seis años; alcanzando el 81% en 2014 (véase la Figure 1-5). Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 7 Figure 1-4. iPhone App de Aéroports de Paris - Oct 2015 (Aéroports de Paris, 2015) Figure 1-5. Porcentaje de pasajeros viajando con móviles inteligentes basado en datos de SITA (2012, 2013, 2014b, 2015) Airport Mobile Internet 8 Luis Martín Domingo - Oct 2015 El objetivo de esta tesis es analizar cómo estos nuevos servicios de internet móviles están contribuyendo a superar algunos de los desafíos a los que se enfrentan los aeropuertos. Al mismo tiempo, se pretende iniciar una nueva línea de investigación en el campo de la gestión aeroportuaria. Siendo más específico: • ¿Están los aeropuertos adoptando activamente estos nuevos servicios móviles de internet? • ¿Contribuyen estos nuevos servicios a aumentar la calidad de servicios de los aeropuertos (ASQ) y, en particular a guiar a los pasajeros dentro y fuera de la terminal del aeropuerto, a la vez que desarrollan los ingresos comerciales? Los objetivos de esta investigación pretendían desde el principio ir más allá del análisis de adopción y servicios de internet móvil de los aeropuertos. El autor consideraba que, además de adquirir las habilidades de investigación académica necesarias, era importante tratar de establecer vínculos entre el campo de la investigación y la industria aeroportuaria, así como de explorar herramientas tecnológicas que pudieran ayudarle, no sólo a llevar a cabo la investigación, sino también a difundirla. Dentro del campo de la investigación académica y con el fin de completar un programa de doctorado es necesario realizar una investigación original. En este caso particular, teniendo en cuenta algunos de los desafíos a los que se enfrentan los aeropuertos, junto con los servicios de internet móvil provistos por los aeropuertos, los objetivos son: • Estudiar la adopción de sitios web para móviles y Apps móviles por parte de los aeropuertos a lo largo del tiempo. • Evaluar estos nuevos servicios móviles desde diferentes punto de vista: Momento de adoptarlos, Forma de implementarlos, Alcance y calidad del servicio y la calidad de servicio del aeropuerto (ASQ) Al llevar a cabo esta investigación, el autor pretendía adquirir las habilidades de investigación necesarias para llevar a cabo una investigación independiente. Pero también, una parte importante de la investigación academia es ser capaz Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 9 de comunicar el conocimiento adquirido. Este hecho a menudo se produce dentro de un aula. Por lo tanto, otro objetivo fue: • Realizar la investigación académica (a tiempo parcial) mientras se impartían clases en la universidad. Instituciones europeas a través de diferentes programas han tratado de estimular los vínculos entre la investigación academia y la industria. Por ejemplo, en 2006, un grupo combinado de expertos de la industria, instituciones e institutos de investigación de los Estados miembros de la UE definieron doce recomendaciones para promover la movilidad de los investigadores entre el mundo académico y la industria (EU Research, 2006). En los EE.UU., el Airport Cooperative Research Program (ACRP, 2015) utiliza la investigación para tratar de resolver los problemas de los aeropuertos. El autor tenía más de 10 años de experiencia trabajando en la industria del transporte aéreo antes de comenzar este programa de doctorado en 2010. Él está convencido, y esa fue una de las razones importantes que le empujaron a comenzarlo, que debe existir una relación más estrecha entre la industria y la investigación academia. Los objetivos, que tenían como propósito desarrollar vínculos entre la investigación academia y la industria aeroportuaria, fueron: • Tratar de establecer una cooperación con un aeropuerto que pudiera estar interesado en la investigación sobre los servicios de internet móvil. • Definir y llevar a cabo una investigación en este campo que le fuera de interés al aeropuerto y que fuera compatible con los requisitos académicos del programa de doctorado. La investigación académica requiere del manejo de un número mínimo de herramientas, incluso para completar un programa de doctorado. Por ejemplo, el uso de un procesador de texto para escribir un documento como éste. Sin embargo, hay otras herramientas que no son estrictamente necesarias, pero pueden contribuir a facilitar la investigación y la difusión del conocimiento investigado. Airport Mobile Internet 10 Luis Martín Domingo - Oct 2015 Además, el tema de investigación que aquí se trata - servicios de internet para dispositivos móviles - implica una nueva tecnología que puede utilizarse no sólo por los aeropuertos, pero también en otros campos como el de la investigación académica. Por ejemplo, puede utilizarse un dispositivo móvil con acceso a internet para leer un artículo de investigación, sin embargo, el documento de dicho archivo preferiblemente debería estar en un formato adecuado para dispositivos móviles como EPUB (IDPF, 2015) o MOBI en caso de un dispositivo Kindle. En este contexto, el siguiente objetivo fue definido: • Utilizar algunas de las nuevas herramientas tecnológicas que facilitan el proceso de investigación y pueden contribuir a difundir el conocimiento. 1.2 Metodología El entorno de internet móvil ha cambiado muy rápidamente como se describe en la sección 1.1. Estos rápidos cambios ya se preveían cuando se comenzó esta investigación en 2011. Así que se decidió realizar esta tesis mediante el compendio de artículos científicos separados. La metodología de investigación se encamina a la consecución de los objetivos definidos en la sección anterior. Cada uno de los cuatro artículos incluidos (capítulo 3, capítulo 4, capítulo 5 y capítulo 6), contiene la metodología detallada utilizada en cada caso, y en esta sección se ofrece una visión general de las metodologías utilizadas. Además, incluye la estrategia de investigación utilizada para tratar de establecer vínculos con la industria aeroportuaria, así como dos de las herramientas tecnológicas utilizadas durante la investigación. La investigación académica ha estado utilizando métodos de evaluación3 para 3 La evaluación de sitios web puede definirse como “the act of determining a correct and comprehensive set of requirements, ensuring that a website provides useful content that meets user expectations and setting usability goals” (Law, Qi, & Buhalis, 2010, p. 297). Esta definición puede traducirse como “el acto de identificar una serie de necesidades, comprobar Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 17 en los Estados Unidos de America, OACI y ACI), así como las direcciones de los aeropuertos de sitios web de cada uno de los aeropuertos que fueron encontradas mediante el uso del buscador Google y Wikipedia (wikipedia.org) desde un laboratorio. Estas bases de datos se muestran de forma gráfica en la Figure 1-9. Un Laboratorio básico, compuesto por una conexión a internet vía WiFi, un ordenador portátil y un dispositivo móvil (iPhone) se utilizó para recopilar datos primarios sobre los sitios web de aeropuertos, sitios web para móviles y Apps. En el capítulo tres se partió de la base de datos con los 90 aeropuertos con mayor número de pasajeros en 2009 y correspondientes a tres de las regiones utilizadas por ACI: Europa, Norteamérica y Asia Pacífico. Se buscaron aquellos que tuvieran un sitio web para dispositivos móviles, y se evaluó el fácil acceso al sitio, la calidad de la información y la persuasión de su Figure 1-9. Base de datos de aeropuertos ACI, ingresos comerciales y sitios web Airport Mobile Internet 18 Luis Martín Domingo - Oct 2015 información comercial. Para generar los datos, se utilizó una técnica de contado que según había concluido Law et al. (2010) en una revisión de setenta y cinco artículos era una práctica habitual en la evaluación de sitios webs. La Figure 1-10 muestra el proceso de forma gráfica. Figure 1-10. Evaluación de sitios web para dispositivos móviles de aeropuertos En el capítulo cuatro, se aplica el modelo teórico basado en la teoría de la adopción de la innovación. Para las dos innovaciones analizadas (sitio web para PC y servicios para dispositivos móvil con internet). Se generaron datos tanto de la fecha de adopción de cada innovación, como del grado de implementación o sofisticación en el momento de hacer la evaluación para un total de 75 aeropuertos. La fecha de adopción del sitio web se buscó a través de la fecha en la que cada aeropuerto había registrado su dominio web (e.g., el 23 de agosto de 1998 para el dominio bcia.com.cn del aeropuerto internacional de Pekín - Beijing Capital). Dichas fechas fueron sacadas de las autoridades encargadas de otorgar los dominios de internet - Una tabla completa de dichas fuentes puede encontrarse en la Table 1-1. Para buscar la fecha en la que los aeropuertos habían lanzado sus primeros servicios para dispositivos móviles con internet, se buscaron las notas de prensa donde los aeropuertos informaban de dicho Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 19 lanzamiento. La búsqueda se llevó a cabo a través de Google, donde se escribieron las palabras "sitio web móvil", "sitio móvil" y "aplicación móvil" seguidas de "site:" y la URL aeropuerto. El grado de implementación de los sitios web de los aeropuertos se midió evaluando tanto los sitios web, como los servicios de internet para dispositivos móviles. En ambos casos se tomaron factores de éxito utilizados en investigaciones científicas sobre evaluación de sitios web (Chiou et al., 2010; Y. A. Park & Gretzel, 2007). Para la evaluación de los sitios web para PC de los aeropuertos se tomó el factor de persuasión hacia la compra online evaluando los sitios web que disponían de servicios de reserva y compra online. Para la evaluación de los servicios de internet para dispositivos móviles se tomó el factor de fácil acceso a dichos servicios. Los ingresos comerciales de los aeropuertos representaban en 2006 un 48,1% de los ingresos totales del aeropuerto y el análisis de los elementos más importantes permitía concluir que los servicios relacionados con las tiendas, aparcamiento, alquiler de coches, propiedad inmobiliaria y publicidad son los que tienen un mayor impacto (Graham, 2009). Por esta razón, la existencia o no de servicios de compras online, reserva de aparcamiento y alquiler de coches fueron evaluados para cada uno de los sitios web para PC de los Table 1-1. Autoridades de registro de dominios de internet Airport Mobile Internet 20 Luis Martín Domingo - Oct 2015 aeropuertos analizados. La tabla 4.4 en el capítulo 4 incluye todas las variables y pesos dados a cada una de ellas y la Figure 1-11 muestra gráficamente el proceso de toma de datos de forma manual. Figure 1-11. Grado de implementación de los sitios web para PC de aeropuertos El grado de implementación de los servicios de internet para dispositivos móviles se midió analizando las plataformas (sitio web para dispositivo móvil y Apps disponibles de los sistemas operativos iOS – Phone – y Android) disponibles para cada uno de los aeropuertos analizados. Los sitios web para dispositivos móviles disponibles fueron también analizados por la facilidad que ofrecían para acceder al sitio web principal, así como para acceder al sitio web para PC desde el sitio para móvil. Esto es importante, porque los sitios web para dispositivos móviles son a menudo versiones reducidas de los sitios web para PC. En el caso de las Apps, se hizo uso de un PC para averiguar su disponibilidad en el Apple Store para el caso del iPhone y en el Android Market (ahora denominado Google Play) para los dispositivos móviles con Android. Este proceso se representa gráficamente en la Figure 1-12 y permitió generar los datos del grado de implantación para los aeropuertos que suministraban algún tipo de servicio para dispositivos móviles. Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 21 Figure 1-12. Búsqueda de los sitios web y Apps móviles de los aeropuertos En el capítulo cinco, se partió de la misma base de datos de aeropuertos y se utilizó la misma metodología de búsqueda de los sitios web para dispositivos móviles y las Apps para los sistemas iOS (iPhone) y Android que en los capítulos tres y cuatro. En este caso, después de analizar la adopción de servicios de internet para dispositivos móviles alcanzada durante dicho estudio (2014), se pasó a evaluar los servicios móviles relacionados con el acceso por superficie al aeropuerto. De una base de datos inicial de 100 aeropuertos se tomaron los 31 aeropuertos europeos que tenían disponible una App iPhone y se evaluaron cada una de ellas, siguiendo el modelo adaptado para aeropuertos que Scolari y Fernández-Cavia (2014) sobre la evaluación de Apps de destinos turísticos. El proceso de toma de datos se representa gráficamente en la Figure 1-13. Airport Mobile Internet 22 Luis Martín Domingo - Oct 2015 Figure 1-13. Evaluación de 31 App iPhone de aeropuertos El capítulo seis utiliza una base de datos de la International Air Transport Association (IATA6) sobre calidad de servicio de los aeropuertos. La IATA llevo a cabo entre el año 1993 hasta el año 2001 una encuesta de calidad de servicio que llego a ser muy popular entre las compañías aéreas, los aeropuertos y los mismos medios de comunicación. Para esta investigación se ha tomado la base de datos correspondiente al séptimo año (1999) que se realizó la encuesta y que entonces se denominaba lATA Global Airport Monitor. Este estudio anual fue el precursor del que todavía existe denominado Airport Service Quality (ASQ) y que lleva a cabo ACI (ACI - ASQ, 2015). 6 La organización internacional IATA (International Aviation Transport Association en sus siglas en inglés) es la mayor asociación de compañías aéreas del mundo. En Septiembre del año 2015 representaba a 260 compañías aéreas que a su vez transportaban el 83 por ciento del tráfico mundial. Entre sus objetivos están los de apoyar muchas de las áreas de la aviación comercial y ayudar a formular estándares de la industria que son críticos para la aviación (IATA, 2015). Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 23 Dicha base de datos corresponde al año 19997 y proporciona indicadores de calidad de servicio (ASQ) para 57 de los principales aeropuertos internacionales de Europa, América del Norte, Oriente Medio y Asía Pacífico. Los datos incluyen las percepciones de más de 42,517 pasajeros internacionales en 24 categorías de servicios y fueron generados a partir de dos encuestas: (1) Encuesta de pasajeros internacionales llevada a cabo por IATA entre los pasajeros de sus aerolíneas miembros donde miden el rendimiento de cada aerolínea para así compararlo con el de otras aerolíneas; en dicha encuesta también encuestaban a los pasajeros sobre los servicios en los aeropuertos de salida y llegada. (2) los aeropuertos también podían participar en el estudio mediante la distribución de encuestas separadas basadas en los servicios del aeropuerto. La Figure 1-14 muestra la base de datos de forma gráfica. 7 El autor es consciente que se trata de una base de datos muy antigua. En este sentido el autor hizo todo lo posible por buscar datos más recientes y es posible que los consiga de un aeropuerto con el que está en conversaciones de colaboración, pero dichos datos no será posible utilizarles para esta tesis. Sin embargo el objeto de esta investigación está más relacionado con el método de cálculo del índice sintético de ASQ (calidad de servicio en sus siglas en inglés – Airport Service Quailty) Figure 1-14. Base de datos de IATA sobre ASQ Airport Mobile Internet 24 Luis Martín Domingo - Oct 2015 Una vez explicadas la generación de los datos primarios de esta investigación como los datos secundarios utilizados, la siguiente sección explica cómo esta tesis se organiza, introduciendo cada uno de sus capítulos. 1.4 Estructura de la tesis y contenido Dos cosas que afectan la estructura de esta tesis son: (1) Su núcleo principal está compuesto por cuatro artículos de investigación separados; y (2) está escrita en inglés e incluye un resumen con la introducción y conclusiones de la tesis en español. Tomando estas dos peculiaridades en cuenta, la tesis se organiza de la siguiente manera. Este primer capítulo (capítulo 1) en español, incluye con un resumen general de la investigación y es seguido por el resto de la tesis en inglés. El segundo capítulo incluye la introducción de la tesis. Cada uno de los siguientes cuatro capítulos siguientes (capítulo 3, capítulo 4, capítulo 5 y capítulo 6) incluyen cada uno de los cuatro artículos incluidos. El último capítulo (capítulo 7) incluye las conclusiones generales, limitaciones de la investigación, aportación al estado del arte y líneas de investigación futuras. A continuación se presenta el contenido resumen de cada uno de los cuatro artículos. El capítulo 3 incluye el primer artículo que se realizó durante las primeras fases de esta investigación y poco después de que los aeropuertos comenzasen a adoptar estos nuevos servicios móviles de internet para dispositivos móviles. Así que puede considerarse como el primer contacto del autor con el tema investigado. El artículo incluido se titula Airport Mobile website Evaluation: Terminal Navigation & Commercial Revenue (Evaluación de sitios web para móviles de aeropuertos: Navegación e Ingresos Comerciales) y una representación gráfica resumen puede encontrarse en la Figure 1-16. Este artículo explora la adopción de sitios web para dispositivos móviles por parte de los aeropuertos (ver el ejemplo del aeropuerto de Dallas / Fort Worth en la Figure 1-15) y analiza si estos nuevos servicios contribuyen a superar el doble reto de guiar a los pasajeros por todo el aeropuerto, a la vez que se incrementan los ingresos comerciales. Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 25 Figure 1-15. Sitio web para móviles del aeropuerto de Dallas en 2011. Dicho artículo estudia los 100 aeropuertos más grandes del mundo en término de número de pasajeros, primero identifica los aeropuertos que ofrecen sitios web para móviles a sus pasajeros. Después, utilizando métodos de evaluación de sitios web, se evalúan tres atributos de los sitios web para dispositivos móviles de 22 aeropuertos: 1) El fácil acceso al sitio web; 2) la calidad de la información; y 3) la información comercial. Los resultados muestran que los aeropuertos europeos y norteamericanos más grandes son más propensos a ofrecer servicios de internet para dispositivos móviles; Los aeropuertos europeos proporcionan una mayor calidad de información para orientar a sus pasajeros; y estos sitios web para dispositivos móviles aún no se utilizan activamente para informar, a la vez que promueven tanto las ventas online como en las tiendas del aeropuerto. Airport Mobile Internet 26 Luis Martín Domingo - Oct 2015 Una vez observado que los aeropuertos habían comenzado a adoptar estos nuevos servicios móviles para dispositivos móviles (aproximadamente un cuarto de ellos), y que la adopción de dichos servicios de internet para dispositivos móviles podía considerarse como una innovación, ateniéndose a la siguiente definición de innovación tecnológica: “la conversión del conocimiento tecnológico en nuevos servicios” (Orfila-Sintes, Crespo-Cladera, & Martinez-Ros, 2005)8. El autor decide estudiar entonces si esos aeropuertos que habían comenzado a adoptar primero dichos servicios podían considerarse aeropuertos realmente innovadores. El capítulo 4 incluye esta investigación en un artículo que se titula Airport Mobile Internet as an Indication of Innovation (Sitios web para móviles y Apps de los aeropuertos como indicador de 8 La definición completa data por Orfila-Sintes et al. (2005) sobre innovación tecnológica es: “the conversion of technological knowledge into new products, new services or new processes introduced in the market, as well as the significant technological changes in products, services and process”. Esta podría ser traducida como “la conversión del conocimiento tecnológico en nuevos productos, nuevos servicios o nuevos procesos introducidos en el mercado, así como cambios tecnológicos significativos en los productos, servicios y procesos. Figure 1-16. Evaluación de sitios web para móviles de aeropuertos: Navegación e Ingresos Comerciales Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 33 se han consolidado los sistemas operativos móviles iOS para el dispositivo iPhone y el sistema Android, un número creciente de aeropuertos ha comenzado a ofrecer también aplicaciones (Apps) para estos dos sistemas operativos. En estos momentos, los aeropuertos que prestan servicios móviles de internet, tienden a ofrecer ambos servicios (sitios web para dispositivos móviles con internet y Apps para los sistemas operativos iOS y Android). Cuando analizamos los aeropuertos que han tenido una adopción temprana de estos servicios de internet para dispositivos móviles, vemos que no existe una relación clara entre dicha adopción temprana y su tamaño. Sin embargo existe una correlación entre dicha adopción temprana y dos variables de interés analizadas, los ingresos comerciales unitarios que generan y la ubicación geográfica donde se encuentran situados. Entre los aeropuertos norteamericanos y europeos existe una mayor probabilidad de encontrar uno que ofrezca servicios de internet móvil y cuatro aeropuertos europeos fueron considerados realmente innovadores (Londres Heathrow, Londres Stansted, Amsterdam Schiphol y Copenhague)11, siendo la adopción temprana una condición para ello. Cuando se ha analizado en esta investigación la información y los servicios concretos que proporcionan los aeropuertos, a través de los servicios de internet para dispositivos móviles, se ha observado que dicha información y 11 Los servicios de internet para dispositivos móviles de cada uno los cuatro aeropuertos identificados como realmente innovadores pueden encontrarse en las siguientes URLs: Londres Heathrow: http://www.heathrow.com/more/mobile-apps Londres Stansted: http://www.stanstedairport.com/help-and-advice/stay-up-to-date/mobile-app/ Amsterdam Schiphol http://www.schiphol.nl/Travellers/FlightInformation/SchipholAppAndMobilewebsite.htm Copenhague: https://www.cph.dk/en/flight-info/app/ Airport Mobile Internet 34 Luis Martín Domingo - Oct 2015 servicios no distan demasiado de los que los pasajeros encuentran al pasar por la terminal del aeropuerto. Esto es positivo porque este nuevo servicio complementa los medios tradicionales. Por ejemplo, uno de los servicios de internet móvil más comunes ofrecidos es toda la información que un pasajero necesita para embarcar en un vuelo desde que llega al aeropuerto o incluso desde que sale de su casa u oficina. Esto incluye los medios de transporte disponibles, la terminal desde donde vuela, el mostrador de facturación, la puerta de embarque, etc. Los aeropuertos, sin embargo, aún no están beneficiándose, o lo hacen de forma muy tímida, de las posibilidades "inteligentes" que esta tecnología ofrece. En esa dirección “inteligente”, los aeropuertos además de ofrecer una información útil y completa que permita al pasajero llegar a la puerta de embarque (en vuelos de salida y en conexión) o al destino final (en vuelos de llegada), pueden ofrecer servicios de valor añadido al pasajero con una oferta personalizada y acorde a las áreas del aeropuerto por las que el pasajero pasa hasta su destino final. Una oferta concreta, relacionada con el acceso el acceso por superficie al aeropuerto y analizada en el capítulo 5, podría ser la de dirigir al pasajero al uso del transporte público, al mismo tiempo que generar ingresos comerciales a través de la venta de billetes en dichas Apps. El uso actual de la tecnología móvil tanto por parte de los aeropuertos como de los pasajeros aéreos permite nuevas formas de interacción entre ambos. La Figure 1-20 muestra un ejemplo de dicha interacción entre el aeropuerto de Londres Heathrow, y sus pasajeros, utilizando la red social Twitter. Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 35 Figure 1-20. Mensaje en Twitter del aeropuerto de Londres Heathrow12 Estas nuevas interacciones por si mismas pueden contribuir a aumentar la calidad de servicio del aeropuerto (ASQ en sus siglas en inglés). Además, dichas conversaciones entre el aeropuerto y los pasajeros generan una buena cantidad de datos que incluyen puntos de vista y opiniones sobre los diferentes servicios del aeropuerto por parte de los pasajeros. El análisis de dichos datos podría complementar la investigación sobre ASQ y contribuirán muy positivamente a paliar la gran dificultad de acceder a este tipo de datos. La experiencia personal del autor al tratar de establecer relaciones entre la investigación académica y la industria aeroportuaria ha demostrado ser muy difícil. Después de establecer, a lo largo de diferentes momentos de esta investigación, contacto con hasta cinco aeropuertos (i.e.: Manchester - MAN, Frankfurt - FRA, Beijing Capital - PEK, Estambul Sabiha - SAW y Estambul Ataturk - IST), interesados en el tema de la presente investigación sobre el uso de los servicios móviles de internet, sólo fue posible implementar algún tipo de cooperación con uno de ellos, y casi al final de esta investigación. Por lo tanto, los frutos potenciales de dicha colaboración no pueden ser incluidos en esta investigación. En el momento de terminar la redacción de este documento, se está a la espera de la firma de un acuerdo de confidencialidad por parte de uno 12 La URL de la red social Twitter del aeropuerto London Heathrow: https://twitter.com/HeathrowAirport Airport Mobile Internet 36 Luis Martín Domingo - Oct 2015 de los aeropuertos. Este era uno de los requisitos por parte de la compañía aeroportuaria para iniciar la colaboración. Teniendo en cuenta las mencionadas experiencias, se recomienda que cualquier colaboración no se lleve a cabo solamente para un sólo proyecto. Una hipotética colaboración podría incluir acuerdos a distintos niveles, tales como programas de prácticas; el aprendizaje basado en problemas –PBL: “Problem Based Learning” - en sus siglas en inglés - (Prince & Felder, 2006), en los cuales la industria propone problemas que son resueltos por estudiantes con el apoyo de sus profesores; y programas de investigación que podrían incluir un estudiante de doctorado que realiza su tesis de investigación sobre un tema relevante para la industria. Durante el tiempo que duró esta investigación, el autor coordinó dos programas de prácticas en empresas: Uno en Beijing durante 2013 con estudiantes de MBA y la otra en Estambul durante 2015 con Estudiantes de grado en Gestión del Transporte Aéreo. Los resultados en ambos casos fueron muy satisfactorios tanto para la institución académica como para las empresas. Por lo tanto, los programas de prácticas en empresas parecen ser también una buena forma de colaboración entre el mundo académico y la industria. Para los proyectos de investigación a nivel de postgrado entre la universidad y la industria, se recomienda siempre que sea posible buscar un interlocutor en la industria que tenga conocimientos sobre el campo de la investigación, al mismo tiempo que ocupe un puesto con cierto grado de toma de decisiones dentro de la organización. Este doble criterio lo cumple el interlocutor encontrado en el aeropuerto con el que nos encontramos en proceso de firmar un acuerdo de confidencialidad. Para los otros cuatro casos, en dos de ellos el interlocutor no cumplía ninguno de los dos criterios y en los otros dos, sólo estaba bien familiarizado con la investigación académica, pero no ocupaba un cargo con poder de decisión. Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 37 El uso de blog y video durante esta investigación ha ayudado al autor a mejorar sus habilidades de comunicación, mientras realizaba esta investigación y daba sus clases. Por ejemplo, durante la conferencia sobre el transporte aéreo ATRS que se celebró en Burdeos en julio de 2014, le fue posible aplicar el método de “invertir la conferencia13”, colocando una presentación en video14 en su blog que el público pudo ver con antelación, con el fin de dedicar el tiempo en la conferencia a discutir el artículo. El artículo presentado en dicha conferencia, introdujo algunos cambios sugeridos durante la discusión y ahora se puede encontrar en el capítulo 5). Esta experiencia positiva motivó al autor a invertir sus clases en gestión de la aviación internacional y gestión de las compañías aérea en la Universidad Ozyegin de Estambul a partir de febrero de 2015. La evaluación dada por los estudiantes al final del semestre fue positiva y continua utilizando esta nueva forma de enseñanza. Los conocimientos adquiridos durante su investigación sobre cómo crear y mantener un blog le han servido al autor, no sólo para su investigación, sino también durante sus clases. En estos momentos cada uno de sus estudiantes tiene un blog personal donde incluye todos los trabajos requeridos durante su sistema de evaluación continua. Como continuación a las conclusiones generales de la investigación, a continuación se extraen las conclusiones de cada uno de cuatro artículos. 13 El término “invertir la conferencia” se ha tomado prestado del término “invertir la clase (flip the classroom)”. En una clase invertida, los estudiantes ven videos de clases en línea, colaboran en discusiones en línea, o realizan actividades de investigación en casa y participan en el aula en discusiones y proyectos con la guía del profesor (Abeysekera & Dawson, 2015) 14 Dentro del siguiente URL se puede acceder al link del video utilizado para la presentación del artículo. http://aeriport.mobi/atrs Airport Mobile Internet 38 Luis Martín Domingo - Oct 2015 1.5.2 Conclusiones Capítulo 3 El capítulo 3 incluye el artículo titulado Airport Mobile website Evaluation: Terminal Navigation & Commercial Revenue (Evaluación de sitios web para móviles de aeropuertos: Navegación e Ingresos Comerciales). Aquí se extraen sus conclusiones. Los nuevos servicios aeroportuarios, a través de sitios web para móviles, es una buena herramienta que los operadores de aeropuertos tienen ahora a su alcance. Por un lado ayudan a los pasajeros a orientarse y buscar información en las terminales de los aeropuertos, y por otro pueden ayudar a los mismos aeropuertos a generar más ingresos comerciales. La evaluación de sitios web para móviles de aeropuertos realizada en esta investigación (realizada en 2011) muestra una etapa temprana en la prestación de este servicio por parte de los aeropuertos. Un 26 por ciento de los aeropuertos más grandes de Norte América, Europa y Asia Pacífico tienen este servicio de sitio web para móviles disponible. Si se tiene en cuenta la ubicación geográfica, existe una mayor probabilidad de encontrar este servicio entre los aeropuertos europeos y norteamericanos. Si se compara con otros sectores, el nivel de adopción por parte de los aeropuertos está por debajo de los niveles alcanzados en otros sectores del turismo (por ejemplo, las líneas aéreas o los hoteles). Por lo tanto, se espera que la adopción aumente en un futuro próximo. El acceso por parte de los pasajeros al contenido de los sitios web para móviles que ofrecen los aeropuertos es fácil, una vez que se dispone de la dirección del sitio web. La gran mayoría de aeropuertos dirige al pasajero automáticamente al sitio web adaptado para móviles. Sin embargo, se recomienda una opción fácil para acceder al contenido de la página web del aeropuerto, que no se encuentre disponible en el sitio web para móviles. La calidad de la información de salida disponible en los sitios web para móviles es mayor en la información relacionada con las compañías aéreas (e.g.: nombre de la aerolínea o número de vuelo) que la información relacionada con el aeropuerto (e.g.: número de terminal, mapas o número de puerta). El tamaño de los aeropuertos no parece explicar las diferencias en calidad. Sin embargo, Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 39 si su ubicación, siendo los aeropuertos europeos los que proporcionan una mayor calidad de información. Los aeropuertos no explotan bien las posibilidades que ofrece este nuevo servicio para estimular los ingresos comerciales. La información comercial estaba presente en la mitad de los sitios web para móviles evaluados de forma estática y sólo un 9 por ciento de los aeropuertos muestra la información comercial de forma dinámica, junto con la información de salida de los vuelos. 1.5.3 Conclusiones Capítulo 4 El capítulo 4 incluye el artículo que lleva como título Airport Mobile Internet as an Indication of Innovation (Sitios web para móviles y Apps de los aeropuertos como indicador de innovación). A continuación se extraen sus conclusiones. El análisis sobre el momento de adopción de los servicios de Internet para móvil de los aeropuertos se encuentra todavía en su infancia y el grado de penetración de esta innovación en el momento de hacer el estudio es todavía limitada. Sin embargo, los aeropuertos están aumentando sus presupuestos en tecnologías de la información y las telecomunicaciones, mientras aparecen otras nuevas como la geolocalización, NFC (Near Field Communicatón), beacons y otros. Así que este nuevo campo de investigación merece ser estudiado y analizado, ya que muy pronto las App móviles se van a convertir en un servicio básico. Los aeropuertos se encuentran todavía en las primeras etapas de aprovechar todo el potencial de estos servicios para dispositivos móviles. Entonces, si trasladamos la conclusión de Gillen y Lall (2002), sobre las páginas webs: “la primera iniciativa que los aeropuertos puede tener, es mejorar sus sitios web“. Ahora podríamos decir lo mismo de sus servicios de internet para dispositivos móviles. En esta investigación, primero se define un modelo teórico, basado en la teoría de la innovación, que nos ayuda a definir cuando un aeropuerto puede considerarse verdaderamente innovador. En nuestro caso está basado en dos innovaciones complementarias, la del sitio web para PC y la de los servicios de internet para dispositivos móviles. Estas dos innovaciones se analizan a través Airport Mobile Internet 40 Luis Martín Domingo - Oct 2015 de dos dimensiones: el momento en el tiempo que se adoptan y el grado de implementación o sofisticación. La base de datos fue compilada en un laboratorio e incluye tanto la fecha en la que se lanzó la innovación, como su grado de implementación medido a través de ciertas características, tanto el sitio web para PC como de los servicios de internet para dispositivos móviles. Siguiendo los supuestos incluidos en el experimento del laboratorio respecto a la selección de los pesos adecuados de una lista original con los 145 aeropuertos más grandes del mundo, en número de pasajeros, se toman finalmente 75 aeropuertos de tres tamaños diferentes y cuatro regiones del mundo. La razón de descartar aeropuertos fue la falta de datos de ingresos comerciales y de la fecha de adopción de alguna de las dos innovaciones estudiadas. Los aeropuertos realmente innovadores son aquellos que se localizan en el cuadrante innovador (adopción temprana y grado de implementación alto) para las dos innovaciones analizadas (sitio web para PC y servicios de internet para dispositivos móviles). Se identifican cuatro aeropuertos realmente innovadores: Amsterdam Schiphol (AMS), Copenhague (CPH), London Heathrow (LHR) y London Stansted (STN). Analizando el patrón de la distribución de la fecha en la que la innovación de la página web para PC se adopta, se demuestra que dicho patrón no responde a una distribución normal. Sin embargo, excluyendo de la base de datos algunas de las observaciones más tardías, se observa que entonces si responde a una distribución normal y por tanto se puede considerar que cuatro de los 75 aeropuertos pueden considerarse como “rezagados-intensos”. Se analizan tres características de los aeropuertos: Tamaño, localización geográfica e ingresos comerciales por pasajero. Las dos primeras características se analizan aplicando un modelo basado en modelos convencionales de análisis de varianza, y se concluye que el tamaño del aeropuerto no está relacionado con la innovación, pero si la localización geográfica. Los aeropuertos europeos aparecen como más innovadores que el resto. La tercera característica, el ingreso comercial por pasajeros está afectado por el momento en el que se adopta la innovación. Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 41 1.5.4 Conclusiones Capítulo 5 En esta sección se extraen las conclusiones del capítulo 5 que incluye el artículo titulado Airport Surface Access and Mobile Apps (Acceso por Superficie al Aeropuerto y las Apps Móviles). La generalización en el uso de los dispositivos móviles con acceso a Internet por parte de los pasajeros y el suministro de Apps móviles por parte de los aeropuertos es reciente. La información del acceso al aeropuerto por superficie (e.g. desde la ciudad más cercana) como norma general se encuentra disponible en dichas Apps. Sin embargo, la funcionalidad para buscar y comprar billetes online de acceso desde/hacia el aeropuerto por superficie es todavía muy limitada. La reducción de la congestión de vehículos y la contaminación que ellos producen en los alrededores de los aeropuertos podría venir mediante el aumento del número de pasajeros que utilizasen el transporte público. Sin embargo, las Apps que ofrecen los aeropuertos en el momento de realizar esta investigación tienen un enfoque muy limitado en ofrecer servicios que faciliten y estimulen al pasajero al uso del transporte público. Los servicios de parking (e.g., información y reserva) en estas Apps tienen una alta prioridad y parecen ser el foco principal de ingresos comerciales de los distintos modos de transporte terrestre a/desde el aeropuerto. Estos no han implementado todavía en sus Apps servicios que les pudieran generar ingresos comerciales, a la vez que promuevan el transporte público o colectivo. 1.5.5 Conclusiones Capítulo 6 El capítulo 6 incluye un artículo titulado Airport Service Quality using Fuzzy numbers and TOPSIS (Calidad de servicio del aeropuerto usando números fuzzy y TOPSIS). Este estudio contribuye al campo de conocimiento de calidad de servicio de los aeropuertos, en sus siglas en inglés ASQ (Airport Service Quality), mediante el uso de la base de datos de IATA (International Air Transport Association) Global Monitor de aeropuerto, así como a la metodología de investigación, Airport Mobile Internet 42 Luis Martín Domingo - Oct 2015 proponiendo un método Fuzzy TOPSIS para calcular el indicador sintético ASQ. Nuestro enfoque ha significado ser una herramienta válida para clasificar cincuenta y siete aeropuertos tipo hub de todo el mundo. Los aeropuertos que ofrecen la mejor calidad, junto con los que ofrecen la peor calidad, ayudan a explicar el distinto comportamiento por regiones. El ranking generado con esta metodología produce resultados similares a los de los rankings más tradicionales generados en base a promedios. Sin embargo, se observaron diferencias importantes en la selección de los tres mejores aeropuertos. Este hecho podría tener consecuencias importantes en la lista de los aeropuertos que se llevan los premios por ofrecer las calidades más altas de servicio. Otra buena contribución de este estudio es la demostración del uso de la elasticidad de calidad de servicio SQ (en sus siglas en inglés) en la búsqueda y mejora de programas de servicio de calidad SQ para el futuro. Usando este método, este estudio analiza la elasticidad SQ para un grupo de aeropuertos. Se concluye, después de analizar las puntuaciones de calidad de servicio de un conjunto de aeropuertos, que este método puede utilizarse para identificar los atributos clave de calidad de servicio que se necesitan mejorar en cada caso. Los aeropuertos deberán concentrarse en analizar y mejorar aquellos atributos que contribuyen a un mayor incremento de SQ para sus pasajeros. En este respecto, no hay recetas mágicas y cada aeropuerto tiene que analizar estos atributos clave SQ. Otro hallazgo de este estudio es el hecho de que ciertos atributos son responsabilidad de otras organizaciones como pueden ser operadores de handling, compañías aéreas, seguridad y control de pasaportes. Por esta razón, es importante que los programas de ASQ puedan estar coordinados con los diferentes agentes presentes en el aeropuerto, ya que estos podrían tener objetivos y cultura distinta a la del operador aeroportuario. 1.6 Limitaciones, contribución y líneas futuras de investigación Las conclusiones expuestas en al apartado anterior deben de tener en cuenta ciertas limitaciones que acompañan a esta investigación y que se exponen a continuación (sección 1.6.1). Por otro lado, la investigación contribuye al Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 49 Budd, T., Ison, S., & Ryley, T. (2011). Airport surface access in the UK: A management perspective. Research in Transportation Business & Management, 1(1), 109–117. CAA UK. (2009). UK Airport Statistics. Retrieved January 31, 2011, from http://www.caa.co.uk/default.aspx?catid=80&pagetype=88&pageid=3&sglid=3 Chiou, W.-C., Lin, C.-C., & Perng, C. (2010). A strategic framework for website evaluation based on a review of the literature from 1995-2006. Information & Management, 47(5-6), 282–290. http://doi.org/doi: DOI: 10.1016/j.im.2010.06.002 DFW. (2009). DFW International Airport Debuts Mobile Web Site. Retrieved September 8, 2014, from http://www.dfwairport.com/pressroom/Debuts_Mobile_Web_Site.pdf EU Research. (2006). Mobility of researchers between academia and industry. Retrieved from http://ec.europa.eu/euraxess/pdf/research_policies/mobility_of_researchers_light.pdf Fernandes, E., & Pacheco, R. R. (2008). A quality approach to airport management. Quality & Quantity, 44(3), 551–564. http://doi.org/10.1007/s11135-008-9212-9 Frambach, R. T., & Schillewaert, N. (2002). Organizational innovation adoption: a multi-level framework of determinants and opportunities for future research. Journal of Business Research, 55(2), 163–176. http://doi.org/doi: DOI: 10.1016/S0148-2963(00)00152-1 Graham, A. (2009). How important are commercial revenues to today’s airports? Journal of Air Transport Management, 15(3), 106–111. http://doi.org/doi: DOI: 10.1016/j.jairtraman.2008.11.004 Graham, A. (2013). Managing airports: an international perspective. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk &AN=652617 Ho, C.-I., & Lee, Y.-L. (2007). The development of an e-travel service quality scale. Tourism Management, 28(6), 1434–1449. http://doi.org/doi: DOI: 10.1016/j.tourman.2006.12.002 IATA. (2015). Aim of the International Air Transport Association (IATA). Retrieved October 28, 2015, from http://www.iata.org/about/Pages/index.aspx Airport Mobile Internet 50 Luis Martín Domingo - Oct 2015 IDPF. (2015). IDPF - International Digital Pubish Forum. Retrieved October 1, 2015, from http://idpf.org/epub Internet Worldstats. (2015). Interent World Statistics. Retrieved from http://www.internetworldstats.com/stats.htm Law, R., Qi, S., & Buhalis, D. (2010). Progress in tourism management: A review of website evaluation in tourism research. Tourism Management, 31(3), 297–313. Manataki, I. E., & Zografos, K. G. (2009). A generic system dynamics based tool for airport terminal performance analysis. Transportation Research Part C: Emerging Technologies, 17(4), 428–443. http://doi.org/doi: DOI: 10.1016/j.trc.2009.02.001 Martín-Domingo, L., Adiloglu, L., Erturk, M., & Peksatici, O. N. (2015). Istnbul Hub Seminar: How Istanbul plans to become a major aviation center? Retrieved October 18, 2015, from https://eresearchm.ozyegin.edu.tr/xmlui/handle/10679/924 Moneyterms. (2015). RPK (Revenue Passenger Kilometres). Retrieved October 28, 2015, from http://moneyterms.co.uk/rpk-revenue-passenger-kilometres/ Okazaki, S., & Hirose, M. (2009). Does gender affect media choice in travel information search? On the use of mobile Internet. Tourism Management, 30(6), 794–804. http://doi.org/doi: DOI: 10.1016/j.tourman.2008.12.012 Orfila-Sintes, F., Crespo-Cladera, R., & Martinez-Ros, E. (2005). Innovation activity in the hotel industry: Evidence from Balearic Islands. Tourism Management, 26(6), 851–865. http://doi.org/doi: DOI: 10.1016/j.tourman.2004.05.005 Park, Y. A., & Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis. Journal of Travel Research, 46(1), 46. Prince, M. J., & Felder, R. M. (2006). Inductive teaching and learning methods: Definitions, comparisons, and research bases. JOURNAL OF ENGINEERING EDUCATIONWASHINGTON-, 95(2), 123. Rendeiro Martín-Cejas, R. (2006). Tourism service quality begins at the airport. Tourism Management, 27(5), 874–877. http://doi.org/10.1016/j.tourman.2005.05.005 Chapter 1: Introducción y resumen Luis Martín Domingo – Oct 2015 51 Rogers, E. M. (1995). Diffusion of innovations. The Free Press. Scolari, C. A., & Fernández-Cavia, J. (2014). Mobile Applications and Destination Branding in Spain. International Journal of Interactive Mobile Technologies (iJIM). Retrieved from http://online-journals.org/index.php/i-jim/article/view/3575 Shun Han Rebekah Wong. (2012). Which platform do our users prefer: website or mobile app?null. Reference Services Review, 40(1), 103–115. http://doi.org/10.1108/00907321211203667 SITA. (2012). Passenger Self-Service Survey 2012 | SITA.aero. Retrieved from http://www.sita.aero/surveys-reports/industry-surveys-reports/passenger-self-servicesurvey-2012 SITA. (2013). Passenger IT Trends Survey 2013 | SITA.aero. Retrieved from http://www.sita.aero/surveys-reports/industry-surveys-reports/passenger-it-trendssurvey-2013 SITA. (2014). The passenger IT Trends Survey 2014 | SITA.aero. Retrieved from http://www.sita.aero/resources/type/surveys-reports/passenger-it-trends-survey-2014 SITA. (2015). The passenger IT Trends 2015. Retrieved from http://www.sita.aero/resources/type/surveys-reports/passenger-it-trends-survey-2015 Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation adoptionimplementation: A meta-analysis of findings. IEEE Transactions on Engineering Management, 29(1), 28–45. Wattanacharoensil, W., & Schuckert, M. (2015). How Global Airports Engage Social Media Users: A Study of Facebook use and its Role in Stakeholder Communication. Journal of Travel & Tourism Marketing, 32(6), 656–676. http://doi.org/10.1080/10548408.2014.955245 Airport Mobile Internet 52 Luis Martín Domingo - Oct 2015 Chapter 2: Introduction Luis Martín Domingo – Oct 2015 53 2 INTRODUCTION Airport Mobile Internet 54 Luis Martín Domingo - Oct 2015 Thesis General Abstract Airports are facing different challenges such as guiding passengers to, from and within the airport; developing commercial revenue and providing good airport quality of service. Simultaneously, Internet has changed the way of doing business in many industries, including the airport industry and now more than 80% of air of passengers travel with Internet mobile devices. The purpose of this thesis is to monitor the adoption of mobile websites and mobile Apps by airports, to identity real innovator airports and to analyze if these mobile services are contributing to overcome some of the challenges airports are facing. This research analyzes some of the largest airports in the world from a laboratory. Using an innovation theoretical model, the study tests whether airports early adopters of mobile Internet can be considered real innovators. The evaluation of airport mobile websites and Apps is carried out using tourism research evaluation models, adapted for the airport context. Findings show that airports are adopting these Internet mobile services (69% in January 2014), but at a slower pace than in other tourism industries such as hotels or airlines. Airport mobile Internet services include mainly information services with very limited ticketing and information functionality aiming to develop commercial revenue. Early adoption of airport mobile Internet services is not found to be related to an airport`s size, but it is found to be related to commercial revenue and geographical location. North American and European airports are more likely to provide these mobile solutions and four European airports are found to be real innovators (London Heathrow, London Stansted, Amsterdam Schiphol and Copenhagen airport). Keywords: Airport, web, mobile, Apps, Internet, commercial revenue, airport quality of service, ASQ, evaluation Chapter 2: Introduction Luis Martín Domingo – Oct 2015 55 2.1 Motivation and Objectives Airport mobile Internet refers to Internet services provided by airports to serve passengers traveling with a smartphone. Those services include mobile websites or/and mobile applications (Apps). The scope of this research is the analysis of the adoption by airports of these new services as well as its content. Figure 2-1. Airport mobile Internet15 Air transport is a very dynamic industry, the demand for air passengers was doubled during the last 15 years, reaching more than 3 billion in 2014 (ATAG, 2014). This is expected that the number of air passengers will double again in the next 15 years (Airbus, 2014). All those passengers need to use some of the 4000 airports around the world. Airports have evolved from public utilities into a commercialized and in some cases privatized entities. Commercial airports have now an increasing pressure from both, its customer airlines to keep competitive prices and its shareholders to be profitable. One way to please both stakeholders has been to increase commercial revenue (Graham, 2009). 15 All figures have been created by the author, otherwise source is indicated. Airport Mobile Internet 56 Luis Martín Domingo - Oct 2015 Airports, while adapting their capacity to meet the new demand, have been expanding facilities (Budd et al., 2011). With the aim to develop commercial revenue, the growth in commercial areas has been often greater than the passenger growth. For instance, during the 1990-2008 period the Heathrow, Gatwick, Stansted and Glasgow airports in the UK increased by 150 percent the commercial space (Graham, 2009), while passengers numbers increased only by 98 percent (CAA UK, 2009). Thus, the option to increase the commercial density area of terminals is now more limited (Graham, 2009) and the complexity of passengers flow through the airport has increased (Manataki & Zografos, 2009). The profound structural changes observed in the industry, such as commercialization, privatization, globalization and competition have encouraged airports to place more emphasis on quality (Graham, 2013). Airport service Quality (ASQ) is also a good indicator for the tourism industry and the image of a particular destination, as the first contact of the tourist usually starts at the airport (Fernandes & Pacheco, 2008; Rendeiro MartínCejas, 2006). Taking into account the above considerations, airports are facing some of the following challenges: x Developing commercial revenue x Guiding passengers smoothly throughout the airport terminal x Reducing congestion and pollution in the journey legs to and from the airport x Providing high airport service quality (ASQ) Simultaneously, during the last 15 years Internet has changed the way of doing business in many industries, including the tourism industry (Ho & Lee, 2007). From 2000 to 2015 the number of Internet users worldwide has increased almost 10 fold, passing from 360 million to 3.2 billion users (Internet Worldstats, 2015). A most recent trend is the Internet access through mobile devices. Chapter 2: Introduction Luis Martín Domingo – Oct 2015 57 Figure 2-2. Aéroports de Paris iPhone App as Oct 2015 (Aéroports de Paris, 2015) Mobile Internet started to be used in Japan in the late 1990’s, but it did not gain popularity in the travel information search until the late 2000’s (Okazaki & Hirose, 2009). One important milestone was the launch of the first iPhone in 2007 (Apple, 2007). Year 2009 saw some of the first airports adopting mobile Internet services. For instance, Dallas/Fort Worth International airport in the USA introduced its first mobile website (DFW, 2009) and Aéroports de Paris in France its first iPhone App (Aéroports de Paris, 2009). One screen shoot of the Aéroports de Paris iPhone App can be seen in Figure 2-2. Since 2009, the penetration of air passengers travelling with smartphone has increased very quickly; reaching 81% in 2014 (see Figure 2-3). Airport Mobile Internet 58 Luis Martín Domingo - Oct 2015 Figure 2-3. Smartphone penetration for air passengers based on (SITA, 2012, 2013, 2014b, 2015) The aim of this thesis is to analyze how these new mobile services are contributing to overcome some of the challenges airports are facing. At the same time, it aims to start a new line of research within the airport management field. Being more specific: x Are airports actively adopting these new Internet mobile services? x Are these new services contributing to increase airport quality of services (ASQ) and in particular guiding passengers inside and outside the airport while developing commercial revenues? The objectives of this research were from the beginning beyond the analysis of the airport mobile Internet research topic. The author considered that in addition to gain the necessary research skills it was important to try to develop links between academia and the airport industry, as well as to explore technological tools that can help not only to carry out the research, but also to disseminate it. Within academia and in order to complete a PhD program, the purpose is to prepare a piece of original research. In this particular case, considering some of the challenges airports are facing and the new mobile Internet services provided by airports, the objectives are: Chapter 2: Introduction Luis Martín Domingo – Oct 2015 65 The first chapter (chapter 1) written in Spanish, includes an overview of this research, this is followed by the rest of the thesis in English. This second chapter (chapter 2) includes the introduction of the thesis. Each of the next four chapters (chapter 3, chapter 4, chapter 5 and chapter 6) includes one of the four research papers included. The last chapter (chapter 7) includes the general findings, research limitations, contributions and future lines of research. The titles of each of the four research papers included are: x Chapter 3: Airport Mobile Website Evaluation: Terminal Navigation & Commercial Revenue x Chapter 4: Airport Mobile Internet as an Indication of Innovation x Chapter 5: Airport Surface Access and Mobile Apps x Chapter 6: Airport Service Quality using Fuzzy numbers and TOPSIS Airport Mobile Internet 66 Luis Martín Domingo - Oct 2015 Chapter 3: Airport Mobile Website Evaluation: Terminal Navigation & Commercial Revenue Luis Martín Domingo – Oct 2015 67 3 AIRPORT MOBILE WEBSITE EVALUATION: TERMINAL NAV IGAT I ON & COMMERCIAL REVENUE Airport Mobile Internet 68 Luis Martín Domingo - Oct 2015 Figure 3-1. Illustration abstract: Airport mobile website evaluation - Terminal navigation and commercial revenue Abstract This paper explores the status of airport mobile website as a potential new service to help airports to overcome the double challenge of guiding passengers throughout the airport while keep developing commercial revenue. Taking the 100 largest airports in the world identifies which airports provide mobile websites to its passengers. Using website evaluation methods assess 22 airport mobile websites on ease access, quality of information and commercial information. The findings show that larger European and North American airports are more likely to provide airport mobile services; European airports provide a higher quality of information to guide passengers; and airport mobile websites are not yet actively used to inform and promote airport retailing services. Keywords: Airports, wayfinding, commercial revenues, mobile, Internet, website, Apps, evaluation, Chapter 3: Airport Mobile Website Evaluation: Terminal Navigation & Commercial Revenue Luis Martín Domingo – Oct 2015 69 3.1 Introduction The evolution of the airport sector from a public utility to a commercialised, and in some cases privatised industry, has given airports greater freedom, expertise and motivation to exploit the commercial opportunities. At the same time, there has been an increasing pressure from the airline industry for airports to control their aeronautical revenue and give them reason to develop commercial revenues (Graham 2009). Airports’ growth in the commercial areas at a faster rate than passengers rate, contributes to increase the complexity of passenger flow through the airport (Manataki & Zografos, 2009). Thus, keep developing airport commercial revenue while facilitating a smooth flow of passengers through the airport has become a challenge. Internet has changed the way of doing business in the tourism industry (Ho and Lee 2007) and the number of users keeps growing. From 2000 to 2010 the number of Internet users Worldwide has been multiplied by 5.5 times, passing from 360 million Internet users in year 2000, to almost 2.000 million Internet users in 2010 (Miniwats, 2011). The rapid increased of Internet users also include those using mobile devices. For instance, Facebook in November 2010 announced as its blog that more than 200 million people accessing Facebook from their mobile devices. Nine months before (Feb 2009) the figure was half, 100 million, and one year before (January 2009) there were 20 million mobile users. This means that in less than two years the number of Facebook mobile users increased 10 times - from 20 to 200 Million people (Facebook, 2011). Figure 3-2. Facebook’s mobile users 0 50 100 150 200 Jan 2009 Sep 2009 Feb 2010 Nov2010 Source: Facebook.com Million Airport Mobile Internet 70 Luis Martín Domingo - Oct 2015 The Air Transport Industry has been specially influenced by Internet. Now is common to use the Internet to book an airline ticket, to check-in before the flight or to book airport parking space. For example, 60% of passengers flying with the Spanish low cost airline Vueling during 2009 booked their tickets at the Internet (Vueling, 2009).The percentage of travellers goes up to 99% in the case of the Irish low cost airline (Ryanair, 2009). Most airports have now websites and recently have started to provide services for mobile Internet users. For instance Manchester airport in the UK (MAN) and San Francisco airport in the US (SFO) launched free application for iPhone users in 2010 (iTunes Apple Store). Others, like Atlanta (ATL) in the US, Frankfurt (FRA) in Europe and Seoul Incheon (ICN) in Asia provide mobile websites. A mobile websites is normally a simple version of the regular website accessed from PCs. These sites usually have a limited number of services and content information provided at the full PC website. Figure 3-3 below shows one example of the mobile website of Seoul’s Incheon International airport in South Korea. Figure 3-3. Mobile site at Seul Incheon airport The provision of a mobile site can allow most of smartphone users access the airport web content, independent of the smartphone operating system. The acceptance of this mode of access to Internet content seems to be high. A survey carried out by the French mobile operator (Orange, 2010) found that Chapter 3: Airport Mobile Website Evaluation: Terminal Navigation & Commercial Revenue Luis Martín Domingo – Oct 2015 71 70% of smartphone users in the UK preferred to use the browser instead of applications. Academic researchers have been using website evaluation methods since the mid 1990’s in different fields (Chiou et al., 2010). website evaluation can be defined as “the act of determining a correct and comprehensive set of requirements, ensuring that a website provides useful content that meets user expectations and setting usability goals” (Law, Qi & Buhalis, 2010). This technique has been applied into the tourism industry and the following sectors were identified: Hospitality websites, destination websites, travel supplier websites, airline websites, online travel guides, online travel magazines, travel websites, travel search engine websites and Travel blogs (Law, Qi & Buhalis, 2010). website evaluation research for airport websites was not founded. This paper aims to fill the gap of website evaluation of airport websites, by evaluating airport mobile websites accessed with smartphones. Simultaneously, it pretends to observe how this new service helps airports to overcome the double challenge of facilitating the navigation of passenger throughout the airport facilities, while developing commercial revenue. Thus, the assessment tries to give answer to the following questions: x Mobile website penetration: Are mobile websites extensively offered by airports? x Information quality: Is there a variety of information provided to airport smartphone users? x Commercial offering: Are airport smartphone users offered with commercial information and services? In order to give answer to the above questions a laboratory assessment of airport websites and mobile websites was carried out. 3.2 Methodology The methodology used to evaluate airports mobile websites was done in three steps: 1) An airport database from airport association ACI was used to select the airports; 2) Airport mobile website addresses were founded; and 3) Airport mobile website were evaluated using Park and Gretzel (2007) success factors for destination marketing websites and adapted for the airport environment. Airport Mobile Internet 72 Luis Martín Domingo - Oct 2015 The sample of airports was extracted from the 100 largest airports worldwide by number of passengers during 2009 (ACI, 2009). To select the sample, it was assumed that the provision of information to passengers, while passing through the airport, was more relevant for larger than for smaller airports as walking distances tend to be larger and guidance services at larger airports becomes more critical. The original set of data included airports from over the world, as the airport business is a similar business across the word. In addition, larger airports tend to have a larger number of international airlines and passengers whom will demand similar services at the different airports across the world. The initial sample of 100 airports was grouped by regions used by ACI (Airport Council International): North America (31), Latin America and Caribe (4), Europe (26), Middle East (5) and Asia Pacific (33). The regions with very limited sample were discarded and the 90 airports from North America, Europe and Asia Pacific were considered. The final sample included 90 airports with more than 10 million passengers in 2009. The sample was divided into two groups (“XL” and “L”) attending to ACI’s grouping (Table 3-1), based on size. Table 3-1. Airport categorization by size The technical equipment used for the research was a laptop, Internet access and one smartphone (iPhone 3.0) with WiFi access. The data was gathered between January and February 2011 from a laboratory in Beijing (China). First, the search engine Google was used to look for each of the airports official websites. Then, each of the website addresses was loaded into the smartphone. Airport Passengers a year Label Group [million] 1 > 25 XL 2 10 - 25 L 35 - 10M 4 < 5 S Source: Airport Association ACI Chapter 3: Airport Mobile Website Evaluation: Terminal Navigation & Commercial Revenue Luis Martín Domingo – Oct 2015 73 Each of the 90 airport websites was accessed from the smartphone and the laptop in order to identify which sites had a mobile site. A total of 23 airports were identified to have a mobile site (25.6%). The website evaluation assessment was carried only to 22 airports as Narita’s airport mobile site was only available for the Japanase i-mode standard and not for the iPhone used. The main objective of this airport website evaluation was to measure the content richness. Law et al. (2007) carried out a review of website evaluation research in the tourism industry and founded out five evaluation approaches: counting, automated, numerical computation, user judgment, and combined methods. The counting approach seemed appropriated for the aim of this paper. Park & Gretzel (2007) carried out a qualitative meta-analysis of 153 destination marketing organization’s websites. Table 3-2 below shows the list of nine unified success factors identified. Table 3-2. website evaluation unified factors Source: (Y. A. Park & Gretzel, 2007), (Chiou et al., 2010), The number of factors varies among different studies. Park & Gretzel (2007) founded a range between one to sixteen factors. For this airport mobile website evaluation and considering the main question to be answered (information quality and commercial offering), three unified factors were used (Easy of use, Information quality and advertising/persuasion) and adapted to the airport environment. For the assessment of airport mobile websites consisted on a simulation of a departure passenger arriving to the airport facilities 90 minutes or more before Unified factors Description 1.- Ease of use Usability, accessibility, navigability, and logical structure 2.- Responsiveness Accessibility of service, e-mail service, reply to customer, contact information, and intuitive online help 3.- Fulfillment Order process, accu. of ser. promise, billing accu., online booking process, and confirmation, on-time delivery 4.- Security/Privacy Information protection, online purchase security, and privacy statement 5.- Personalization Individualized attention, customization of offerings and information 6.- Visual appearance Attract attention, convey image, and aesthetics 7.- Information quality Variety, scope, currency, conciseness, accuracy, authority, reliability, and uniqueness 8.- Trust Brand recognition, consistency, intentions, and credibility 9.- Interactivity Interactive features and communication (FAQs, guest books, chat) 10.- Advertising/persuasion Marketing, promotional content, suggested products, recommendation, and incentives 11.- Playfulness Enjoyment, fun, pleasure, and flow 12.- Technology integration New technology and integration Airport Mobile Internet 74 Luis Martín Domingo - Oct 2015 the departure of his flight. In those conditions the passenger, used a smartphone (iPhone 3) and checked the information available about his flight. Each unified factors was assessed by different description variables. 1) Ease of use was assessed by usability; 2) Information quality was assessed by the variety of information content; and 3) Advertising/persuasion was assessed by the promotional content. The variables used are shown in Table 3-3 and explained below. Table 3-3. Airport mobile websites variables assessed Source: Author based on Unified factors (Y. A. Park & Gretzel, 2007) i. Easy of Use The ISO definition of usability is: “The effectiveness, efficiency and satisfaction with which specified users achieve specified goals in particular environments” (W3C.org, 2011) The application of the definition for our case was the efficiency with which an airport mobile users success to enter the mobile site of the airports assessed. In other words, ease access for the airport mobile website once its website address is known. Unified factors Variable Name Variable Description Ease of Use Auto Mobile Site When airport website diverts smartphones to the mobile site automatically Information Quality Airline Airline Name Flight Num Flight Number Airline Web Link Link to airline's website Dest Name Destination Name Dep Date Date of departure of the flight Dep Sched Time Departure Schedule Time Dep Estim Time Departure Estimated Time Status Ontime, delayed, Boarding, etc. Term Num Area Terminal number and/or area Term Map Maps of the terminal Check-in Count Check-in desk numbers/area Secur Wait Time Avg waiting time at the security point Gate Num Gate Number to board the flight Advertising Comm info Promotional information about shops, restaurants, etc. Variable values: [1] if available; [0] if not availble Chapter 3: Airport Mobile Website Evaluation: Terminal Navigation & Commercial Revenue Luis Martín Domingo – Oct 2015 81 evident in Japan, where the evaluation of Narita airport mobile website was not possible as only provide Japanese standard i-mode not viewed by the iPhone. Only airport mobile websites were analysed in this paper. Some airports provide, in addition (e.g. San Francisco) or as alternative (e.g. Manchester airport), smartphone applications which were not analysed. The analysis of airport mobile applications can be a topic for future research. 3.5 Conclusions The new airport mobile website services seem to be a good tool for airport operators to help passengers navigating the airport terminals while developing commercial revenues. However, the mobile website evaluation carried out on this paper shows an early stage on the provision of this service by airports. The actual penetration of airport mobile Internet was of 26% of the largest airports in North America, Europe and Asia Pacific. When looking at geographical location, European and North American airports are more likely to provide this service. The level of adoption by airports was below the levels achieved in other tourism sectors (e.g. airlines or hotels). Thus, the actual level of adoption is expected to increase in the near future. The access to airport mobile websites was founded to be easy for passengers willing to use the service. However, some efforts will have to be undertaken by the airports in order to keep facilitating the access to passengers. An easy option for users to switch between airport’s website full content and mobile websites should always be considered. The quality of airport departure information provided at airport mobile websites was higher for airline related information (e.g. airline name, flight number, etc.) than for airport related information (e.g. Terminal number, terminal map, gate number). The size of the airports doesn’t seem to explain differences on the quality. However, the location of the airport seems to explain some differences: European airports provide the highest quality of information. Retailing static information is only available at half (55%) of the airport mobile websites evaluated. When looking at dynamic retailing information, combined with departure information, only 9% of the airports are providing it. Airport Mobile Internet 82 Luis Martín Domingo - Oct 2015 3.6 References ACI. (2009). Top 100 airports worldwide by number of passengers. Retrieved from http://www.aci.aero/ Boonruang, S. (2009, November). Bangkok Post : Android looking to take iPhone’s crown. Retrieved February 17, 2011, from http://www.bangkokpost.com/tech/computer/28071/android-looking-to-take-iphonecrown Chiou, W.-C., Lin, C.-C., & Perng, C. (2010). A strategic framework for website evaluation based on a review of the literature from 1995-2006. Information & Management, 47(5-6), 282–290. http://doi.org/doi: DOI: 10.1016/j.im.2010.06.002 comScore. (2011). The 2010 Mobile Year in Review. Retrieved from http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Mob ile_Year_in_Review eyeforTravelResearch. (2009). The School of Mobile: Mobile Technology in Travel (No. volumen 1). Retrieved from http://www.eyefortravel.com/reports Facebook. (2011). Mobile Internet Users. Retrieved May 25, 2011, from http://www.facebook.com Lubbe, B. (2007). The effect of Internet apprehension and website satisfaction on air travellers’ adoption of an airline’s website. Journal of Air Transport Management, 13(2), 75–80. Manataki, I. E., & Zografos, K. G. (2009). A generic system dynamics based tool for airport terminal performance analysis. Transportation Research Part C: Emerging Technologies, 17(4), 428–443. http://doi.org/doi: DOI: 10.1016/j.trc.2009.02.001 Miniwats. (2011). Internet World Statistics. Retrieved October 15, 2010, from http://www.internetworldstats.com/stats.htm Nielsen, J. (2009). Mobile Web 2009 = Desktop Web 1998 (Jakob Nielsen’s Alertbox). Retrieved February 17, 2011, from http://www.useit.com/alertbox/mobile-2009.html Chapter 3: Airport Mobile Website Evaluation: Terminal Navigation & Commercial Revenue Luis Martín Domingo – Oct 2015 83 Orange. (2010). Mobile Exposure 2010. Retrieved from http://exposure2010.orangeadvertisingnetwork.co.uk/pdf/Consumer-Orange-ExposureEnglish-FINAL.pdf Park, Y. A., & Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis. Journal of Travel Research, 46(1), 46. Ryanair. (2009). Annual Report. Retrieved January 31, 2011, from http://www.ryanair.com/en Vueling. (2009). Annual Report. Retrieved January 31, 2011, from http://www.vueling.com/ W3C.org. (2011). Usability - ISO 9241 definition. Retrieved February 16, 2011, from http://www.w3.org/2002/Talks/0104-usabilityprocess/slide3-0.html Airport Mobile Internet 84 Luis Martín Domingo - Oct 2015 Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 85 4 AIRPORT MOBILE I NTERNET AS AN INDICATION OF INNOVATION Airport Mobile Internet 86 Luis Martín Domingo - Oct 2015 Abstract: This paper studies the adoption of mobile Internet by airports. Using an innovation theoretical model, the study tests whether airport early adopters of mobile Internet can be considered real innovators. Seventy-five international airports from four different geographical areas and three different sizes are analyzed. The paper complements the analysis including an additional innovation adoption, the PC-website, and both dimensions are analyzed with two different attributes, the time of adoption and the degree of implementation. Our findings show that there are four real innovator airports: London Heathrow, London Stansted, Amsterdam Schiphol and Copenhagen. Airport innovation is not found to be related to airports’ size, but it is found to be related to geographical location. Additionally, the unitary commercial revenue per passenger is affected by the time of the innovation adoption. Keywords: Airport mobile Internet; innovation; PC-website; commercial revenues Figure 4-1 . Illustration abstract: Airport mobile internet as an indication of innovation Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 87 4.1 Introduction Commercial airports have an increasing pressure from both its customer airlines to keep competitive prices and its shareholders to be profitable. One way for airports to please both stakeholders (customer airlines and shareholders) is to develop commercial revenues. However, some factors, such as consumer trends, security developments and political changes, have made it much more challenging for airports to develop commercial revenue (Graham, 2009). To overcome some of these challenges, airports need to innovate by exploring new ways to operate. The use of mobile Internet can be one of those innovations that could help airports to achieve such a goal. Mobile Internet started to be used in Japan in the late 1990s and gained popularity in the travel information search in the late 2000s (Okazaki & Hirose, 2009). The year 2009 saw some of the first airports adopting mobile Internet services. For instance, during 2009 DFW airport in the USA introduced its first mobile website (DFW, 2009) and Aéroports de Paris in France its first iPhone App (Aéroports de Paris, 2009). Mobile Internet is redefining the market structure in the new economy and the terms e-commerce or e-business is bringing new opportunities to increase revenues and to reduce costs in many industrial and service sectors. The adoption of mobile services by airports can be considered as an innovation following the definition given by (Orfila-Sintes et al., 2005) as “the conversion of technological knowledge into new services”. These new mobile services or applications (Apps) are not only a communication tool that guide passengers from the check-in area to the gate, as they are also used nowadays to customize the passenger experience in different ways that develop new commercial revenues (Munneke, 2014). Kaur (2013) goes even further defining this as a revolution where next generation mobile devices running next-generation mobile Apps will become the major platform to conduct business in any firm and sector. Many different and recent advances in communications, operating systems, software applications, power and hardware are igniting this revolution (p. 36). Until the introduction of the iPhone by Apple in 2007, the concept of smartphones and its sophistication did not exist. Since then, smartphone users’ Airport Mobile Internet 88 Luis Martín Domingo - Oct 2015 growth has increased exponentially, as well as the different existing Apps that have made the access to Internet not only possible but convenient. Airports have benefited from this trend, and in particular e-commerce and m-commerce (commercial transactions that can be made using Internet and/or mobile devices) are areas of future potential expansion. These Apps allow airports to sell some commercial services directly to customers, such as car parking, hotels, rental cars, foreign currency, F&B or other retail shops, executive lounge access or any ancillary activity that is complementary offered at the airport facilities (Halpern & Graham, 2013; Halpern & Regmi, 2013). In any case, as Liébana-Cabanillas, Sánchez-Fernández & Muñoz-Leiva (2014) claimed, the potential use of these Apps can be hampered by the acceptability of the mobile payments which are broadly defined as a system that permits the completion of payments and transactions between two parties in a fast, convenient, safe, and simple way, anytime and anywhere, using a mobile device. In SITA (2014a, 2014b), this issue is highly remarked as 50% of airports surveyed offered flight status notifications and it is expected that this service will be a common practice in the industry by the year 2017. The availability of other services through mobile Apps was still relatively low in comparison, but important efforts are envisaged in the near future as many airports are planning to introduce other notification services such as queue time, customized customer service initiatives that will include sophisticated retail commercial notifications like rebates, personal shoppers, and other marketing campaigns. Looking at the passengers’ perspective, mobile boarding passes are the future and the current trend, from check-in desks (33%), from a kiosk (29%) or home-printed (20%), will be marginal practices by the year 2017. This migration to mobile boarding passes will represent an IT revolution for the industry, and it will open the door to further added value additional service that will help airport managers to increase revenues from different ancillary areas. The aim of this paper is threefold: (1) to propose a theoretical model to analyze the adoption of mobile Internet based on innovation adoption theory; (2) to develop a laboratory experiment to gather and analyze the data; (3) to analyze to what extent early adoption of mobile Internet is a clear sign of airport Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 89 innovation and if there exists a positive relationship of this with commercial revenue generation. The remainder of the paper is organized as follows: Section 4.2 offers some insights from the literature, section 4.3 defines de theoretical model, section 4.4 describes the data used and methodology, section 4.5 presents and discusses the results, and section 4.6 offers some concluding remarks. 4.2 Literature Review Airports need to innovate in order to develop new sophisticated instruments that generate more commercial revenues. This paper defines and applies a model based on diffusion and adoption of innovation following a theoretical model developed by Rogers (1995). “An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption” (Rogers, 1995). The unit of adoption in our case is the airport – an organization from the service industry. (Buhalis & Law, 2008) classified the adoption of mobile Internet as a technological innovation and (Orfila-Sintes et al., 2005) defined technological innovation as “the conversion of technological knowledge into new products, new services or new processes introduced in the market, as well as the significant technological changes in products, services and process”. In this sense, mobile Internet use can be considered a technological innovation in many different areas such as electronic data interchange (EDI), e-information, e-transactions, e-commerce and e-business (Gillen & Lall, 2002). The author distinguished two types of innovations: (i) Marginal in which they simply represent a new way of doing old things better; and (ii) real or true in which they enable and facilitate new ways of doing things that in their absence would not happen. On one hand, the technological knowledge of airports processing and guiding passengers through the airport terminal building, combined with the technological knowledge of mobile Internet allows airports to provide a new service to the market. Thus, airport mobile Internet can be considered as an innovation. On the other hand, as Halpern & Graham (2013) claimed airport services characteristics have important implications for airport marketing: (i) some service outcomes are determined by staff interaction so it is important to Airport Mobile Internet 90 Luis Martín Domingo - Oct 2015 develop and maintain close relationships with the demand; (ii) it is important to reinforce brand identity and encourage loyalty especially for those airports that experience strong competition; (iii) it is important to invest in quality control that improves the levels of service quality; (iv) it is important to innovate having in mind the future needs of the demand using a marketing mix. The theory of innovation is normally presented from two perspectives: Diffusion and adoption of innovation. The main difference between both is the level of analysis. Diffusion research mainly focuses on describing and explaining the adoption process as a process of innovation diffusion at the aggregate level (macro level). Adoption research typically studies organization decision to adopt a particular technology or service, at the individual level of analysis - micro level (Pedersen & Ling, 2003). When studying the use of mobile Internet by airports, a typical diffusion research would be to study the adoption pattern of this technology. The adoption theory, however, would study special characteristics of the airports that can be considered early adopters of mobile Internet. “The rate of adoption of an innovation is the relative speed with which an innovation is adopted by members of a social system” – e.g.. airports (Rogers, 1995). It is also defined as the speed with which the organization adopts innovation after the first introduction elsewhere. The rate of adoption is generally measured as the number of organizations who adopt a new idea in a specific period, for example a year (Rogers, 1995). This measure can also be used at a macro or micro level and it reflects the organization’s responsiveness and its ability to adopt innovation quickly relative to its competitors within the industry (F. Damanpour & Gopalakrishnan, 1998) or to other sectors and industries within the economy. Some innovations are adopted much faster than others and the perceived attributes or characteristics of the innovation are intrinsically some of the most important explanations of the rate of adoption of an innovation. Attributes can be used also to compare different innovations (Rogers 1995: 177). Tornatzky & Klein (1982) carried out a meta-analysis of articles concern with innovation characteristics and their relationship with the innovation adoption and implementation. Three characteristics (relative advantage, compatibility and complexity) had the most consistence relationships to innovation adoption. Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 97 Following Tornatzky et al. (1982) recommendations of studying more than one innovation, real innovator airports are defined as those that are innovators in the two innovations under study (i.e. the PC-website adoption and the mobile Internet adoption) See Figure 4-5 below. From the group of real innovator airports, it will be possible to analyze some of their characteristics or attributes, which can help us to disentangle some type of association between these variables and innovation. In this paper, the relationship between innovations, proxied by those which are real innovators, and three characteristics of airports based on size, geographical location, and commercial revenues per passenger, will be analyzed. Figure 4-4. Theoretical model: 3 of 4 Figure 4-5. Theoretical model: 4 of 4 . Real innovator airports Airport Mobile Internet 98 Luis Martín Domingo - Oct 2015 4.4 Data The idea was to obtain the data for the research from a laboratory, and one of the self-imposed restrictions was to generate the data minimizing the contact with the airports under study for obvious reasons of costs and time. Thus, the data used for this research can be divided into three parts: airports’ general data, airports’ PC-website data and airports’ mobile Internet data. It was gathered during January and February 2013. 4.4.1 Airports General Data An airport database with the 145 busiest airports was obtained from the Airports Association Airports Council International (ACI, 2009), in which the total number of passengers in 2009, International passengers, the geographical location of each airport, and the size of the airport were included. The total revenue and commercial revenue during 2008 was gathered from different sources (Airport annual reports, FAA, ICAO and ACI). Revenue data was founded for 100 airports out of the 145 airports originally selected. ACI classifies the airports by size as shown on Table 4-2. It was assumed that the provision of information to passengers while passing through the airport terminal was more relevant for larger airports than for smaller airports as walking distances tend to be larger and guidance services at larger airports becomes more relevant. The target population of airports included commercial airports of more than eight million passengers in 2009 (i.e., “M”, “L” and “XL” airports). It was assumed that the provision of information to passengers while passing through the airport terminal was more relevant for larger airports than for smaller airports as walking distances tend to be larger and guidance services at larger airports becomes more relevant. Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 99 ACI also categorizes airports by geographical location according to the following regions: North America, Latin America-Caribe, Europe, Middle East, Africa and Asia Pacific. The original set of data included airports from all over the world, as it was assumed that the airport business is a global business. In addition, larger airports tend to have a larger number of international airlines and international passengers who will demand similar services at the different airports across the world. From the original database of 145 airports, a final list of 75 airports was included in the analysis. It included airports from: North America (32), Latin America and Caribe (1), Europe (30), and Asia Pacific (12). In principle, our idea was to include as many airports as possible as since the beginning it was evident that some airports would be eliminated from the sample by lack of data. 4.4.2 Airports PC-Website Data For each of the airports analyzed, the PC-website data included the following variables: (1) The Internet address (URL); (2) The time when the first website was launched; and (3) the degree of implementation of those websites at the time this research was carried out. i. Internet Address and Adoption Time The data source to obtain airports’ Internet addresses (URL) was the search engine Google. For each airport, the local Google website was used, -e.g. google.co.uk for airports in the UK. Then, the “name of the city” plus the word “airport” was typed at Google search engine. When the name of the airport was different to the name of the city, the combination of “name of the airport” and Table 4-2. Airport categorization by size AAirport PPassengers a year LLabel GGroup [[million] 1 > 25 XL 2 10 - 25 L 3 5 - 10 M 4 < 5 S Source: Authors’ own elaboration based on Airport Association ACI Airport Mobile Internet 100 Luis Martín Domingo - Oct 2015 “airport” was also searched. If the name of the airport’s official website was still not clear, a third search was carried out at Wikipedia (wikipedia.org). A website was found for each of the airports included in the study. Time of adoption was measured as the time airports reserved their website domains (e.g., 23 August 1998 for bcia.com.cn - Beijing Capital International Airport). The date when each airport reserved its domain and the date when the first webpage was launched were not expected to be far away. This difference was tested with four airports in Japan where data was available. The longest interval observed was five months for KIX (Kansai airport) launching its PCwebsite in 1997 and the shortest three days for ITM (Fukuoka airport) launched in 1999. Thus, to take the date when the domain was reserved as the date of adoption of the website seems to be plausible but it would have been advisable to consider the actual time when each airport website was launched. However, whether the results are biased by this simplification could be an interesting line for future research. The registration date for each airport’s website domain was searched using the sources indicated in Table 4-3. The methodology used was to first look for each domain’s registration date and the email address of the contact person. If the domain holding the email was different from the airport domain first checked, it was tested as an alternative way to reach the airport’s website. In the case that it was an alternative domain to access the airport’s website, the registry data was also searched for this second domain. Then, the domain with earlier registry date was taken as the date of adoption. Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 101 Some top level domains, like for example “.de” from Germany, “.au” from Australia or “.gov” from Government in the US, did not provide the registration date. In those cases, an alternative domain was searched. For instance, for Sydney’s airport domain (syd.co.au), the alternative domain sydneyairport.com was used. However, this option was not always available as for instance in the case of Düsseldorf airport in Germany (duesseldorfinternational.de). For this reason, due to the lack of domain registration date availability, some airports were discarded as mentioned above. PC-website adoption started in 1995 with 14 airports, reaching the peak of adoption during 1998 with 16 airports. Only three airports adopted websites during 2002, none during 2003 and 2004. The last two adoptions were in 2005 by Huston airports (fly2houston.com). ii. Degree of Implementation of Airports’ PC-Website The degree of implementation, also called re-invention, occurred as the innovation is modified by users to fit their particular conditions (Rogers, 1995, p. 304). This research aimed to assess airport innovation as a way to analyze how commercial airports are introducing this innovation to develop more commercial revenues. And for this reason, a particular checklist of all the commercial areas developed by the website was considered to measure the degree of implementation of the airport PC-websites. Table 4-3. Network Information Centers (NIC) for domains Airport Mobile Internet 102 Luis Martín Domingo - Oct 2015 During 2006, commercial revenue represented 48% of an airport’s total revenue and the breakdown of the most important items was: Retail, Parking, Car rental, Property and Advertising (Graham, 2009). Some of those services were also offered at some airport’s websites. For instance, retail, parking and car rental. In addition, other ancillary complementary services such as airline tickets and hotels were also available at some airports’ websites. When allocating the weight to each group of variables considered in the lab exercise, greater weight (0.75) was placed to the main commercial items mentioned above (shopping, parking and car rental), and more modest weight (0.25) to the other online services (transports, flights, hotels and others). At each subgroup, the same weight was allocated to each variable (i.e. 0.75/3 and 0.25/4). It is evident and clear that this is also an important limitation that our study presents, and a further refinement for these particular weights could be foreseen contacting the airport managers. Thus, individual weights could be obtained for each airport according to the percentage of revenues over the total revenues obtained by the innovation. This is a very interesting and promising area of future research because as it can be seen in (SITA, 2014b), 44 percent of the airports confirmed that the new revenue generation accrued to the innovation fell below expectations. Each airport website was assessed in order to find out which online services were available. Applying the weight for each variable included in the analysis, the degree of implementation was calculated. The total number of airports included in the sample was seventy five. Table 4-4. Airport PC-website degree of implementation: Variables and weights Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 103 4.4.3 Airport Mobile Internet Data The provision of mobile Internet services by airports analyzed in this paper included two mobile type of platforms: (1) Mobile websites, which are dedicated websites for small screens (Léopold, 2009: 217); and (2) Mobile Applications, which is a special software designed for a specific mobile operating system. Mobile websites are accessed using a web browser; however, mobile applications first have to be installed in the mobile device before they can be used to access the online information. Only applications from iOS (Apple) and Android (Google) were analyzed as they together represent a worldwide penetration of almost 40% (statcounter.com, 2011). i. Apps and Adoption Time The sources for airports providing mobile websites were airport websites. The source for iPhone applications was the iPhone application store (Apple.com, 2012), and the source for Android applications was the Android Market – latter called Google Play (android.com, 2012). Each airport website was accessed with an iPhone via its Safari web browser in order to find the airports that provided a mobile website. Airport websites were also accessed with a laptop using the Firefox web browser. To our surprise, out of the 75 airports, only 22 airports (29.3%) were found to provide a mobile website. The methodology followed to obtain mobile applications was similar to the one used to look for website URLs. First the “name of the city” plus the word “airport” was typed at the iPhone App Store (Apple.com, 2012) and at the Android market (android.com, 2012). When the name of the airport was different to the name of the city, the combination of “name of the airport” and “airport” was also searched. Out of the 75 airports, 17 airports were found to provide an iPhone application and 13 airports to provide an Android application. The overall number of airports providing mobile Internet, either by one or more mobile platforms was 32 (42.7%). It is expected that sometime in the future all the 75 airports analyzed will adopt mobile Internet. In fact, it is still surprising that, by far, the most common mobile service available is flight status notifications, with only 50 percent of airports offering the service and Airport Mobile Internet 104 Luis Martín Domingo - Oct 2015 this will become a basis service in the industry by 2017. The availability of other services through mobile Apps is relatively low in comparison, but over the next three years more than half of all airports are planning to introduce other mobile services, including queue times, more personalized information, such as opt-in services and customer service initiatives, as well as retail services (SITA, 2014b). The sources of data for the time of implementation of airport mobile Internet were airports’ press releases available at their websites. Airport websites were searched for the news of when their first mobile Internet service was launched. The search was carried out using Google search engine where the words “mobile website”, “mobile site” and “mobile application” were typed followed from “site:” and the airport URL. ii. Degree of Implementation of Airport Mobile Internet The degree of implementation of an innovation will change as time passes after adoption. Airports have just started to adopt mobile Internet, so the possibility of facilitating the access of passengers willing to use the service was considered important at this early stage. Accessibility has been a common variable used to assess Internet websites, also labeled as easy to use (Y. A. Park & Gretzel, 2007). In this particular case, accessibility was measured on how easy it was to access airport mobile services. The methodology followed to calculate the degree of implementation was first to look at whether the airports under analysis were providing each of the three platforms (mobile website, iPhone application and Android application). Mobile website was used because it can be accessed from any mobile device with a web browser. iPhone iOS and Android operating systems were chosen as they had a world penetration of 22.1% and 17.6%, respectively (statcounter.com, 2011). The definition and weight of each variable to calculate degree of implementation of airport mobile Internet can be found in Table 4-5. Mobile Internet can be accessed by any mobile device with a web browser, including iPhone and Android devices. Thus, this variable was weighted with 0.5. However, the accessibility is different depending on the features included. Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 105 For instance, a link between the PC-website and the mobile website facilitated the access (Budiu & Nielsen, 2009) The variable of mobile website was calculated by evaluating four variables defined in Table 4-5. The largest weight was given to the fact of providing a mobile website (0.35) and the other three variables (Auto load, switch to PC and switch to mobile) helped to differentiate the accessibility of those mobile websites and each was weighted with 0.05. The iPhone and Android operating systems (OS) together represented almost 40% of worldwide penetration. These two OS together had 430,000 Apps at the end of 2010, compared with 43,000 observed at its following competitors, Blackberry and Nokia (Distimo.com, 2011). Thus, it was assumed that these mobile devices will be used more than others and were weighted with 0.5 (i.e. above their worldwide penetration rate of 40%). The world penetration difference between iPhone and Android was taken into account to calculate proportional weights that reflect this observed difference (0.28 vs. 0.22). The equipment used for the research was a laptop, Internet access with a WiFi router and a smartphone (iPhone 3.0) with WiFi access. 4.5 Analysis and Results The adoption of mobile Internet by airports was not completed at the time of this research. Thus, the use of a second similar innovation adopted by airports in the past, the PC-website, allowed us to analyze at least one complete Table 4-5. Airport mobile internet degree of implementation: Variables Airport Mobile Internet 106 Luis Martín Domingo - Oct 2015 innovation adoption. Time of adoption of PC-website by airports was checked for normality using the Chi-Square goodness-of-fit test. The calculation of degree of implementation used weighted averages according to the main attributes that characterize both innovations airport websites and mobile platforms. Academic researchers have been using website evaluation methods since the mid 1990s in different fields (Chiou et al., 2010), including the tourism industry (Law et al., 2010). Scatter plots were used to represent innovator airports at each of the two innovations analyzed. Then, real innovator airports were identified as the airports that are considered innovators for both innovation adoptions (PCwebsite and mobile Internet). The relationship or association between the airport characteristics size, geographical location, and unitary commercial revenues per passenger with respect to the innovations are analyzed using different statistical techniques. Regarding one of the well-known results in innovation studies (Rogers, 1995), we first analyze whether the PC-website innovation followed a normal distribution - a bell-shaped curve. The adoption of PC-website observed and the estimated bell-shaped form was represented in Figure 4-6. In addition, the Chi-Square goodness-of-fit test was calculated. The result showed significant differences with the normal distribution, thus the hypothesis of normality was not supported. Figure 4-6. Adoption of airport PC-internet: Observed Vs. normal distribution Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 113 Figure 4-9 shows that the unitary revenues per passenger depends very much on the type of traffic that the airport services. As a general observation, it can be seen that there are only two variables out of the five included that affect the unitary commercial revenues, name list the percentage of international passengers and the time of adoption of the innovation. The other variables were not included in the final model. In particular, it can be seen that there seems to be a positive trend between the percentage of international passengers and the unitary commercial revenues. It can be seen that the tree represents an increase of unitary revenues from left to right, and that in the majority of the occasion the international participation is also ordered in the expected way except in the down part of the tree. In fact, this part is affected by those airports that have been more innovative as it can be seen in the node containing 50 airports with average unitary revenue of 5.6 USD per passenger, in which it is clear that the innovation increases the unitary revenues per passenger. In this case, the airports should include the PC-website before 1380 days. However, the results are not so conclusive in the upper part of the branches in which another threshold figure is observed on 1639 days. There were 12 airports that present more unitary revenues in spite of postponing the innovation adoption. Of course, CART was obtained with the observed units and it is very difficult to conjecture what would have happened in these airports had been more innovative as other tree would have been obtained. To our purpose, this model is very appealing as only the identification of important effects is needed, and other techniques could be used in the future to obtain more casual modelization. 4.6 Conclusions and Final Remarks The analysis of airports regarding the early adoption of mobile Internet is still in its infancy, and at the time of the experimental lab of this research, the degree of penetration of this innovation was still very limited. However, as Information, Telecommunications and Technology budgets at airports are increasing annually, and the appearance of new technology such as geolocation, near field communication, ibeacons and other, this field needs to be studied and analyzed as in the near future when the passengers will turn digital and mobile Apps will be basic services. Airports are still at the very early Airport Mobile Internet 114 Luis Martín Domingo - Oct 2015 stages of leveraging all the potential use of the websites and the mobile devices. As in Gillen and Lall (2002), the first initiative airports can take is to improve their websites. In this research, we first provide a theoretical model to establish the framework used to analyze what was defined as airports that can be considered real innovators. In our case, this is based on two complementary innovations, the PC-website and the mobile Internet. These two innovations were analyzed through two different dimensions: the adoption time and the degree of implementation. The database was compiled through the application of an experimental lab that did not only take into account the date in which the innovation was launched but also the degree of implementation with the help of the characteristics of both, the PC-website and the mobile Internet. Following the assumptions included in the experimental lab regarding the selection of proper weights and a prior list of the 145 busiest airports in terms of passengers, the final database consisted of 75 international airports covering very unevenly four geographical areas and three different size types. The main reasons for dropping airports from the sample were the inexistent of revenue data and date when the airport PC website or mobile Internet services were launched. Real innovators were defined according to the eight quadrants analyzed using both innovation processes and the four quadrants created with the help of the performance for each of the dimensions. Finally, we showed the existence of four airports that were considered real innovators: Amsterdam Schiphol (AMS), Copenhagen (CPH), London Heathrow (LHR) and London Stansted (STN). Analyzing the pattern of the distribution of the adopted time for the PC-website innovation, it was shown that the pattern of innovation adoption did not follow a bell-shaped curve or a normal distribution. For this reason, restricting the database to the best perfect scenario in which the distribution was normal, an extension of the categories for the diffusion of innovation was obtained in which 4 airports out of 75 were considered intense-laggards. Three airports’ characteristics were analyzed, size, geographical area, and the unitary commercial revenue per passenger. For the first two characteristics, Chapter 4: Airport Mobile Internet as an Indication of Innovation Luis Martín Domingo – Oct 2015 115 models based on ANOVA were applied to conclude that size did not explain innovation, but the geographical area appeared to be related to innovation. European airports were found to develop more characteristics in the PC websites and mobile Internet services than the rest of the airports. The third characteristic, the unitary commercial revenue per passenger, is affected by the time of the innovation adoption. There are at least two limitations in this research. First, the sample only includes very busy airports (i.e. medium, large and very large airports). Mobile Internet seems to be more relevant for larger airports, but the inclusion of smaller airports will better test if the size of airports can explain airport innovativeness. Second, it was only possible to analyze three airport characteristics (size, geographical region, and unitary commercial revenue per passenger) in order to explain innovation. These are other potential variables that can be analyzed in the future like for example airport networks, importance of low-cost carriers (LCCs), governance, percentage of IT&T budget over total, marketing staff, and R+D staff are other potential variables that could be also analyzed with the intention of getting more thoughtful insights. In particular, airport competition can be highly affected when vertically differentiated products may be strategically conjointly offered at the time of the purchase through the Internet including some additional commercial product like car parking, car rental, hotel reservation, F&B, or exchange money to the core product which is based on the embarkment and disembarkment (Bracaglia, D׳Alfonso, & Nastasi, 2014). Finally, another interesting topic for future research is the analysis of the complementarities of the airports’ innovation with all the agents involved in tourism and travel, especially for those destinations that depend very much on air transport, like for example airports in islands. Some guidelines could be obtained from the synergies extracted from the travel and tourism industry in conjunction with the social media, especially Facebook and Twitter. Reservations and payments for restaurants and attractions is a topic that will deserve attention in the case of tourist airports. Airports make little use of Facebook to communicate marketing campaigns to passengers, and the number of posts is still very low but according to Wattanacharoensil & Schuckert Airport Mobile Internet 116 Luis Martín Domingo - Oct 2015 (2015), more attention should be given to this aspect of airport communication. 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Illustration abstract: Airport surface access and mobile Apps Abstract Purpose: Airport surface access faces two main opposite issues: (1) cars, being the main transport mode, contribute to the increasing level of congestion and pollution of cities; and (2) simultaneously, parking fees are one important source of airports commercial revenue, creating a dilemma for airports when facing the problem. Following the recent trend of air passengers travelling with smartphone (78% in 2013), the purpose of this paper is to monitor the adoption of mobile applications (Apps) by airports and to analyze if the information and functions provided in those Apps can help to overcome the above two issues. Design/methodology/approach: 31 iPhone App of some of the largest European airports were evaluated in the lab using the evaluation model of destinations mobile applications (Scolari & Fernández-Cavia, 2014) adapted for the airport surface access on airport Apps. Findings and Originality/value: The Apps evaluated provided a very limited functionality to help passengers to plan and book their trips to/from the airports on public transports and gave high priority to parking information and services. Originality/value: Although Airport surface access has been a widely researched, the originality of this paper is the analysis of airport mobile Apps as a potential tool for airports to deal with the surface airport access problems. Keywords: Access, airports, mobile Internet, commercial revenues Chapter 5: Airport Surface Access and Mobile Apps Luis Martín Domingo – Oct 2015 129 iv. Languages The language is an important issue in tourism applications (Scolari & Fernández-Cavia, 2014). This is also an important element for airports, where a large percentage of passengers at large airports travel from other countries. English is the official language in aviation and airports provide physical signage in English as well as in the local languages - when different than English. The below chart: “Languages available on the iPhone Apps” shows that most of the airport provided local language and English (97% and 94%). However, the number of airports providing other languages was low (26%). A good practice among those airports was Paris Airport, who provides the App in ten different languages. Figure 5-6. Languages availble on the iPhone Apps v. Link between Website and the App Store One easy way for users to find the right airport App quickly is to have a link between the airport website and the App store, from where the App can be downloaded. This facilitates the search of the airport mobile App because when going directly to the application store, it is not always clear what the official App of the airport is. 74% of airports were founded to provide a link from the website to the App store. vi. Quality of the App One criteria followed to measure the quality of the App was to measure how often the App was updated. In order to keep improving the quality of the Apps, some airports implement the recommendations given by passengers. For Airport Mobile Internet 130 Luis Martín Domingo - Oct 2015 instance, Heathrow Airport (2014) when releasing the updated version of the App the 3rd of July 2014 mentioned: “We have listened to some of your feedback and made the following enhancements to improve your experience: … Display the flight status ahead of the gate; Resolve an issue with the Airport Guide… Please keep posting your comments – it really helps Heathrow to make every journey better” It is assumed that those Apps that have more often updated provide a better quality. Evaluated Apps averaged 4.7 updates a year. In general, it is observed that after the first release of the App, an extra fine tuning is usually needed and more updates are carried out during the first months. For instance, Spanish Airports App had 9 updates during the first nine months. 5.3.3 Content of the Applications This section includes the content of airport surface access of the App evaluated i. Transport Modes available on the App The chart below “Modes shown on the App” shows the airport surface access modes included on the 31 Apps evaluated. It can be seen that 100% included parking information, 90% Public Transport, 80% Taxi, 77% Rent-a-car and just 13% dedicated specific information for drop-off and pick-up services. Figure 5-7. Transpot modes shown on the Apps Chapter 5: Airport Surface Access and Mobile Apps Luis Martín Domingo – Oct 2015 131 ii. App Sections on Airport Surface Access On airport access, three main areas were identified on airport Apps: Parking, ground transport and services. 27 airports (87%) had a separated section for parking and only 4 airports (13%) included parking under ground transportation. Figure 5-8. Sections where access mode is placed on the App The ground transportation section was used for most of the airports for information about taxis (80%), rent-a-car (65%) and public transport (90%). The third category of services was used for information about taxis by 4 airports (13%) Having these three sections, airports did seem to follow the recommendation given by Coogan (2008): “Airport access information systems should integrate all modes of transport”. iii. Clicks away from the App’s Home - Importance One way to measure the importance given to each airport access from the airport on the App is by measuring the number of clicks away from the App’s home. The below chart “Clicks away from home App – priority” shows parking is given the highest priority with 68% of the airports providing the parking section at the home of its App. By contrast, public transport was only provided by 10% of the airports at the App’s home. Airport Mobile Internet 132 Luis Martín Domingo - Oct 2015 Figure 5-9. Clicks away from home App (i.e. Priority) 5.3.4 Functions of the Apps This section includes the functions identified on the mobile App related to airport surface: Booking functionality, travel planner, real time info, weather and maps. i. Booking Functionality Regarding booking Coogan (2008) suggests that “airport access information systems should provide for immediate ticket sales”. Airports did not seem to follow this suggestion as the chart below shows how this functionality was only implemented as a common feature in the case of parking, with 68% of the sampled airports providing this option on their Apps. For the rest of the transport modes or services it is practically inexistent. Figure 5-10. Booking functionality Chapter 5: Airport Surface Access and Mobile Apps Luis Martín Domingo – Oct 2015 133 ii. Travel Planner For passengers who don’t know the way to the airport or the airport access modes of transport a travel planner can help the access to and from the airport. 20% of airports provided with a travel planner to drive to and from the airport. In the case of those passengers wishing to use public transport 29% of the airports provided them with a travel planner. For the small number of airports providing travel planner, Google was often the used solution (e.g. Heathrow airport). Figure 5-11. Travel planner availability iii. Real Time Info Providing real time information on the road (e.g. traffic conditions) or on the public transports (e.g. when is the next train departing) to passengers can help passengers to choose the most optimal transport modes. The situation can change depending on the travel day or time of the day (e.g. traffic conditions). Therefore, real time information is an important attribute when passengers plan their access in order to help them with their choices. The chart below on “Real time info available on the App” shows that only 10% of airports provided real time info about the roads to/from the airport and 20% real time information on public transport. Airport Mobile Internet 134 Luis Martín Domingo - Oct 2015 Figure 5-12. Real time info available on the App iv. Weather The weather conditions of the date of travel could also influence the transport mode chosen by passengers. For instance, during a rainy day, a passenger might want to avoid long walking distance to public transport stops and decide to take a taxi. Rain often increases levels of road congestion and some passenger might choose a rail alternative that is usually considered more reliable in these circumstances. Thus, weather information can be a useful piece of information to decide the best alternative of access to/from the airport. The chart below “Airports showing the weather on the App” shows that only 42% of airports provided this information. This percentage is considered to be very low, taking into account that airports could easily provide this information with some weather forecast provider. Figure 5-13. Airports showing the weather on the App v. Maps Maps can help passengers to orientate themselves at the airport as well as to situate the airport in relation to the city for those not familiar with the city. The chart below “maps included on the Apps” shows that most of the airports Chapter 5: Airport Surface Access and Mobile Apps Luis Martín Domingo – Oct 2015 135 (90%) provided maps of the airport, but only 30% of airports provided maps to help passengers to locate the airport within the city. Figure 5-14. Aiports including maps on the App 5.4 Discussion Airport worldwide are reacting to the quick adoption of smartphones by air passengers with mobile websites and mobile Apps. The fastest adopter region is Europe where almost 90% of large airports provide mobile Apps. After a close evaluation of 31 European airport Apps we have learned that Airports have been providing Apps during an average of 2.6 years for free, so the application itself is not taken as a source of revenue. Airports make it reasonably easy for passengers to download those applications as a large number provide a link on the airport website to facilitate the download of the App. English and the local language of the airport, when different than English, are almost always available on the Apps, however only 25% of airports provided other languages. Airports have taken seriously the quality of the Apps because they release on average more than four new versions of their Apps every year. The airport surface access information is always included in the airport Apps. The main transport modes or services included are: Parking, public transport, taxi and rent-a-car. Parking seems to be given more importance as it is normally shown on a dedicated section on the home screen of the Apps, compared for instance with public transport which is normally some clicks away from the home of the App. Overall, the airport access information is still mostly static information. Airport Mobile Internet 136 Luis Martín Domingo - Oct 2015 When evaluating the booking options related to airport access we see that almost only parking can be booked directly from the Apps. So airports keep relying on parking fees as the main source of commercial revenue from the different airport surface access modes. Only few exceptions, such as Amsterdam Schiphol with the taxi or Vienna with the airport train, allow passengers to book directly from the App. The implementation of the booking to different transport modes from their Apps could facilitate the shift of more passengers to public transport. At the same time, airports could explore other sources of commercial revenues different from parking exploring some commercial agreements with the respective stakeholders and managers. Other functionality that could help and empower passengers to decide on the airport access mode are: Travel planner, real time info of traffic conditions and public transport, and weather information. However, the evaluation carried out shows that there is still a very limited functionality provided by airports in this respect. 5.5 Conclusions The generalization in the use of smartphones by passengers and the provision of mobile applications by airports is a recent trend. Airport surface access information is included in those applications. However there is still a limited airport access functionality to help passengers to plan and book their trips tickets to/from the airports. The reduction of congestion and pollution around airports could come by increasing the number of passengers using public transport. However, these airport Apps have at the moment a very limited focus on public transport. Parking has a high priority on those Apps and seems to be the main focus for commercial revenue from airport surface access. Airports have not explored yet the development of other sources of commercial revenue while promoting public transport. Chapter 5: Airport Surface Access and Mobile Apps Luis Martín Domingo – Oct 2015 137 5.6 References Aéroports de Paris. (2013). My Airport –Official Aéroports de Paris Service. Retrieved May 24, 2014, from https://itunes.apple.com/gb/app/my-airport-the-officialaeroports/id322543617?mt=8 Budd, T., Ison, S., & Ryley, T. (2011). Airport surface access in the UK: A management perspective. Research in Transportation Business & Management, 1(1), 109–117. Budd, T., Ryley, T., & Ison, S. (2014). 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