Analysis Of Influencing Factors Of Willingness-to-pay And Pricing Study Of Valet Parking For Car Travel

Valet parking,as one of the service directions of urban parking industry,can effectively improve the utilization rate of urban parking resources.However,at present,China’s valet parking industry is still in the initial stage of development,and it lacks effective norms and standards both in terms of operation policies and price mechanism.As a result,market chaos occurs frequently,user flow is insufficient and visciness is not strong,resulting in many valet parking enterprises operating at a loss.In view of this,in order to improve the benefits of valet parking enterprises and the utility of travelers,this paper focuses on the study of individual payment willingness and pricing of valet parking for car travel,hoping to provide theoretical basis and technical support for promoting the industrialization of valet parking services.Firstly,the corresponding SP and RP questionnaires are designed from the perspectives of travel purpose,travel cost perception,socio-economic attributes,etc.Then,the data information of car travelers is collected and sorted out in various areas of Fuzhou City,and the statistical software is used to describe and analyze.The statistical results show that: under commuting,the respondents who chose valet parking willingness value of 20 yuan were the most,and under leisure travel,the respondents who chose 30 yuan were the most.In addition,the highest valet parking price generally accepted by respondents,whether for commuting or leisure travel,is50 yuan.Secondly,a Nested Logit model was constructed in which the above layer was travel purpose and the lower layer was willingness to pay degree.SPSS25 software was used for bivariate correlation analysis,and explanatory variables with strong correlation were selected to define them.NLOGIT6 software was used for fitting analysis of the model.The study found that when the risk of parking assistance is reduced,commuters will significantly improve their willingness to pay.Specifically,the degree of willingness to pay increases by 2.09 times for each level of risk reduction in parking assistance.For leisure travelers,refueling and charging service has the most significant impact on the willingness to pay,and the degree of willingness to pay with this service is 2.31 times higher than that without peripheral service.In addition,the willingness of young male travelers to pay for valet parking is0.82 times higher than that of female travelers.Thirdly,based on the bi-level programming theory,the upper objective function is the enterprise income maximization model,and the lower objective function is the user equilibrium model based on traveler generalized valet parking cost minimization.Taking the valet parking service stations in the commuting and leisure travel attribute areas of Gulou District of Fuzhou City as the case background and the travelers of commuting valet parking and leisure travel valet parking as the research object.The heuristic algorithm based on sensitivity analysis was used to global solve the model,and the optimal valet parking service prices for commuting and leisure travel areas were calculated as 25.9 yuan and 31.7 yuan.The example results show that the valet parking pricing model proposed in this paper can fit the individual needs of travelers,and improve the competitiveness of valet parking enterprises from the perspective of price,so it has certain feasibility and practicability in valet parking pricing.Finally,based on the above theoretical research results of payment willingness and pricing,design and develop a valet parking Application with targeted functions and reasonable price.This App optimize the shortcomings of current valet parking Apps in the market,so that the software can better meet the needs of travelers’ valet parking service.