West Rail vs. Bus - Lingnan University Library

main reason for choosing to travel by West Rail, it is important to promote the
products effectively to attract more customers. Although there are quite a lot of
promotion in light rail and West Rail stations for the festival pass and one month pass,
it seems that many residents still do not know about this. It is suggested that KCRC
can increase the promotion of one month pass and festival pass in light rail stops as
many people take light rail in West New Territories. Also leaflet is a cheap, efficient
and effective promotion material. It is suggested that KCRC can distribute the
promotion leaflet of one month pass and festival pass for every household in West
New Territories in order to let them know the introduction of the ticket. In addition,
some respondents have a misunderstanding of festival pass. They think that one can
only buy the festival pass on Sundays and public holidays. This misunderstanding
may be caused by the name of festival pass. It is suggested that West Rail can change
the name of festival pass to one day pass to avoid such situation and attract more
passengers to use festival pass on weekdays. On the other hand, the “West Rail fun all
the way” activities seem less attractive when compared with other promotion
activities like sightseeing bus. It is suggested that KCRC can relaunch the sightseeing
bus service to attract passengers and cancel the “West Rail all the way” activities to
reduce cost. For the target group of passengers in promotion, although the value of
time for bus passengers is low, they are still willing to pay an extra $0.8 per minute
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