THE INTRODUCTION OF NEW ADVANCED TRAVELER INFORMATION SYSTEM (ATIS) PRODUCTS AND SERVICES WILL CREATE A UNIQUE MARKET SITUATION; INITIALLY, TRAVELERS WILL LACK THE INFORMATION WITH WHICH TO EFFECTIVELY EVALUATE THESE PRODUCTS FOR POSSIBLE ADOPTION. SUCH COMPLEXITY CREATES DIFFICULTIES FOR INSTITUTIONS THAT MUST DECIDE WHETHER TO INVEST HEAVILY IN DEVELOPING NEW TECHNOLOGIES AND PRODUCTS LONG BEFORE THEY CAN BE LAUNCHED (1,2). ASSESSING THE EXTENT OF ADOPTION AND WILLINGNESS TO PAY IN AN UNCERTAIN PRODUCT ENVIRONMENT ARE PARTICULARLY CHALLENGING PROBLEMS FOR THE ATIS PROGRAM (3-6).
THE PURPOSE OF THE CASE STUDY PRESENTED IN THIS PAPER IS TO DEVELOP AND ESTIMATE A STATISTICAL MODEL SYSTEM THAT CAPTURES THE WILLINGNESS TO USE ATIS UNDER DIFFERENT PRICING SCENARIOS, USING DATA COLLECTED FOR THE SMARTRAVELER TEST MARKET.
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