Customer Preference Analysis on Attributes of Toyota’s EV Shuttles Using Conjoint Approach: A Business Case of the Stones Hotel Bali Collaboration Project

Abstract

This study examines Indonesia’s efforts to achieve Net Zero Emissions (NZE) by 2060, with a specific focus on Bali’s pioneering initiatives to reach NZE by 2045. The research primarily investigates sustainable mobility solutions in the tourism sector as an approach to accomplish this goal. The study analyzes customer preferences for Toyota’s xEV (BEV/PHEV/HEV) shuttle services at The Stones Hotel Bali. The objective is to support the hotel in differentiating itself through sustainable practices and support Toyota Indonesia to develop xEV products that are suitable for the market. The study employs Choice-Based Conjoint (CBC) analysis to assess five key attributes: EV rent price, capacity, technology, CO2 emission reduction, and baggage capacity. The results indicate that the most significant attributes affecting customer choices are EV rent price (33.18%), capacity (24.97%), and CO2 emission reduction (18.84%) are the most influential factors in customer decision-making, followed by baggage capacity (15.63%) and EV technology (7.38%). These insights provide a foundation for developing targeted marketing programs and product offerings that align with customer preferences and Bali’s NZE goals, while supporting the broader transition to sustainable transportation in Indonesia’s tourism industry.