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r <br /> t <br /> <br /> • ~ <br /> News Releas Air Fare Study <br /> July 5, 198 <br /> Page 3 <br /> The con ultant found that more than price is involved in making a decision <br /> ' about wheth r to depart from Portland or from Mahlon Sweet. Many people drive <br /> to Portland because they can make better connections with direct or nonstop <br /> service. F r example, 56 Eugene passengers flying to Los Angeles said they <br /> drove to Po tland because the connections were better and they did not need to <br /> i change plan s. <br /> Altho gh the study indicates that about one-quarter of Eugene's air <br /> travelers ill drive to Portland to use an airline that doesn't serve Eugene, <br /> the report shows that if passengers do book on an airline serving Eugene, they <br /> overwhelmi gly choose to depart from Mahlon Sweet rather than from Portland. <br /> Rober s & Associates outlined several strategies for increasing the use <br /> i <br /> ~ of Mahlon weet by Eugene air travelers. First, they suggest representatives <br /> from Eugen approach the airlines serving the problem markets about <br /> restructur ng fares and service offerings. Any proposal taken to an airline <br /> must show irline management how they can improve revenues by making Eugene <br /> more compe itive with Portland. In addition, Roberts suggested increasing <br /> marketing fforts for leisure market travelers by offering incentives that <br /> i <br /> make it mo a attractive to board in Eugene. <br /> The c nsultant surveyed 23 area travel agencies. Seven agencies or 30 <br /> percent of the sample responded, providing information on 4,520 Eugene <br /> passengers for the month of June, 1987. <br /> ~ <br /> i <br /> 1 <br /> <br />