Abstract
In recent decades, commercial developments have become increasingly important for the overall profit of airports. However, little is known about consumer preferences regarding the design of passenger areas, which is striking as the design of terminal buildings affects consumers' emotional state and shopping behaviour. The aim of this study was therefore to investigate how architectural design characteristics are valued by airport passengers, using visualizations of hypothetical passenger areas.Discrete choice experiments were used to investigate passenger preferences for eight design characteristics. Data on 346 passengers were collected in June 2008 in departure and transfer areas at Amsterdam Airport Schiphol.Analyses showed that passengers preferred a passenger area with a curvilinear roof, a curved layout, the presence of greenery, no decoration reflecting the distinctiveness of Holland, warm lighting, wide dimensions and white materials. Signage had no influence.
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