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ISBN 978 0 7559 7213 5 (Web only publication)
This document is also available in pdf format (896k)

CONTENTS

LIST OF ACRONYMS

EXECUTIVE SUMMARY

1 INTRODUCTION
1.1 Background
1.2 Methodology

2 POLICY AND CONTEXT REVIEW
2.1 Introduction
2.2 Strategic overview
2.3 Policy rationale
2.4 Development of performance indicators

3 PERFORMANCE OF ADS ELIGIBLE AIR ROUTES
3.1 Introduction
3.2 Overall trends in air travel in the Highlands and Islands
3.3 Eligible air routes to and from Kirkwall, Orkney
3.4 Eligible air routes to and from Sumburgh, Shetland
3.5 Eligible air routes to and from Stornoway, Western Isles
3.6 Eligible air routes to and from Benbecula, Western Isles
3.7 Eligible air routes to and from Islay, Argyll
3.8 Eligible air routes to and from Wick, Caithness
3.9 Trends in air fares paid by ADS members
3.10 Summary

4 ADS MEMBER SURVEY
4.1 Introduction
4.2 Methodology
4.3 Potential limitations
4.4 Description of sample
4.5 Application, Marketing and ADS Team Service
4.6 Booking Process under the ADS
4.7 Use of the ADS
4.8 Additionality and Mode Shift
4.9 Journey Times
4.10 Changes in number of trips undertaken and travel budget
4.11 Reasons for not using the ADS
4.12 Impact and Future of the ADS
4.13 Potential Improvements to the ADS
4.14 Summary

5 NON-MEMBER SURVEY
5.1 Introduction
5.2 Methodology
5.3 Description of sample
5.4 Awareness of marketing materials
5.5 Reasons for not being an ADS member
5.6 Future ADS membership
5.7 Impact of the ADS on the community
5.8 Summary

6 OVERVIEW OF CURRENT PERFORMANCE
6.1 Introduction
6.2 Populating the performance measurement framework

7 FUTURE PERFORMANCE OF THE SCHEME
7.2 Increasing the discount to 50%
7.3 Extending the ADS to family members
7.4 Extending the ADS to all non-residents
7.5 Amendments to the geographical coverage of the ADS
7.6 ADS and the environmental impact of air travel

8 SUMMARY AND CONCLUSIONS
8.1 Introduction
8.2 Assessment of the administration of the ADS
8.3 Satisfaction with the service provided to members
8.4 Reasons for lack of uptake and use of ADS among some eligible residents
8.5 Impacts of the ADS on improving connectivity and reducing journey times
8.6 Impacts of the ADS on increasing travel amongst eligible residents
8.7 Impacts of the ADS on the market
8.8 Impacts of the ADS on the environment

II APPENDIX I: STAKEHOLDER INTERVIEWS
II.1 Introduction
II.2 Performance and Administration of the ADS
II.3 Reasons for lack of ADS membership uptake
II.4 Impact of the ADS on Demand, Frequency and Capacity
II.5 Impact of the ADS on journey times
II.6 Impact of the ADS on improved accessibility and social inclusion
II.7 Impact of the ADS on businesses and commercial inclusion
II.8 Impact of the ADS on mode shift and other transport operators
II.9 Potential future impacts of the ADS
II.10 Potential improvements and enhancements of the ADS
II.11 Should the ADS continue?

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.

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