West Rail vs. Bus - Lingnan University Library
West Rail vs. Bus - Lingnan University Library
West Rail vs. Bus - Lingnan University Library
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1.2 Research Objectives<br />
This report has three main objectives. The first objective mainly concerns<br />
about why and how people choose their existing transportation. The second objective<br />
concerns how much money residents are willing to pay for a bus and <strong>West</strong> <strong>Rail</strong> trip.<br />
The third objective focuses on how KCRC can develop their marketing strategies to<br />
increase its passenger amount.<br />
Specially, this study attempts to achieve the following three objectives:<br />
a) To identify the internal and external factors and the marketing mix factors that<br />
influence the choice of transportation mode of residents in <strong>West</strong> New Territories<br />
b) To identify the value of time and willingness to pay of residents in <strong>West</strong> New<br />
Territories<br />
c) To make recommendations to KCRC for its marketing strategy to improve its<br />
services and passenger amount for <strong>West</strong> <strong>Rail</strong><br />
1.3 Rationale<br />
<strong>Rail</strong>way is one of the most important transportation systems in Hong Kong.<br />
In fact, railway was the second most common transportation mode in Hong Kong.<br />
They carry 35.2% or 119,852,000 of the total 350,157,000 monthly passengers. This<br />
is only a little bit lower than the passenger amount of the franchised bus, which has<br />
3