The ever-increasing importance of airport retail has encouraged both industry and academics to look into ways to increase airport retail revenue. This paper first investigates the possible passenger shopping behavioral model through an exploratory Eye-tracking exercise. Data was collected to calibrate and validate the behavioral model through the use of an Agent-Based Simulation Model. Shop locations were shown to have a significant impact on the passenger’s choice and overall retail revenue.
The result shows that our proposed passenger shopping behavioral model can be suitably applied in our study context. Our model can contribute to airport retail management by helping test different scenarios to improve airport retail revenue cost-effectively.
This article aims to explore the impact of the shop locations and the shop-to-passenger distance on airport retail performance through the simulation of passenger’s shopping behavior in an airport environment. The study first establishes an understanding of the passengers’ shopping and movement behavior inside the terminal by observing passengers in the actual airport environment. A conceptual behavioral model is developed to highlight the interaction between the passengers and the terminal as well as the effect of distance and shop location.
The collected airport retail management data and observed patterns are used to calibrate and validate the visual range of passengers and the attractiveness of the shop with an average absolute percentage error of two percent.