I’ve spent the last several weeks attempting to synthesize data from nearly 400 surveys. My survey questions run the gamut of demographics, opinions about transportation, considerations, effectiveness of incentives and disincentives, accommodation location, number of visits, etc. The task of sifting through and sorting such an abundance of data has been both arduous and exciting. Attempting to find any and all significant findings by way of filtering reports and cross-tabulating felt, at times, like rolling the dice. But in the end, there were almost too many significant findings to keep straight.
Some of the data may prove useful to inform marketing to certain target groups based on where they are from or what options they indicated that they’d be willing to consider. For example, 56% of personal vehicle drivers arrived from southern Florida, but only around half of those said they would consider driving next trip. Meanwhile, 39% of them said they would consider the ferry and 29% of them said they would consider the Key West International Airport. Effective marketing could help make those considerations a reality, which in turn would likely reduce car arrivals to the island. Of those arriving via those two arrival methods, 67% of Key West Airport arrivals and 78% Key West Express arrivals reported that they did not use a car at all during their visit.
Other data may prove useful for the city planning department in their future development of public transportation systems. For example, tourists most highly rated concerns (of around 8 common concerns) with public transportation were having to wait around and coordinating different schedules. Knowing that these were rated as the most significant barriers to public transit use, the city could develop transportation that would assuage these concerns. For example, the city could focus on creating systems with frequent pickups and easy to remember schedules.
All and all, I am finding the experience of doing something that might actually prove useful to be as satisfying as I expected it would be. With graduation in just a few weeks, I’m trying to keep optimistic about having a big kid job that will both: allow me to make a positive difference in the world and pay the bills 🙂
I could not have done this work without the guidance of Dr. Amy Lester, from USF’s Center for Urban Transportation Research. From the earliest formation of research questions to the arduous task of data analysis, she was an excellent mentor and patient teacher.
I would like to thank the City of Key West planning department for their gracious welcome and enthusiasm throughout this process. In particular, I would like to thank two people: Alison Higgins, whose determination and authoritative presence make her an exceptional advisor and friend, and Chris Hamilton, whose insights were invaluable to our team. Without their encouragement and insistence on the importance of this research, the research simply would not exist.
(Myself, Alison, and Chris are pictured above, in front of KW Planning Department)