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CHAPTER 1 Using this Guidebook What is the purpose of this guidebook? Developing additional air service is a priority for many communities. In fact, with market forces compelling air carriers to continually trim service and capacity, simply retaining existing service can be a significant priority. Yet air service development (ASD) teams--especially in smaller communities--often have lit- tle practical guidance on what techniques exist and which techniques have been effective for other airports. Currently no single resource document summarizes experience to date in ASD or offers guidance as to when and how different techniques should be used. This guidebook is meant to help fill that void and assist the airport community in better understanding how to approach air service development. ASD encompasses attracting, initiating, expanding, retaining, or improving any aspect of air In this market, service to a particular airport. It includes considerations of changes in pricing, frequency, capacity, hub connectivity, and the number of destinations served to improve service and thereby increase retaining existing passenger demand. ASD techniques can include incentives; subsidies; guarantees; changes to service can be a rates and charges; marketing; cost-reduction measures; airport/community/airline partnerships; significant priority. reduction of third-party costs, such as ground handling or fuelling services; or any other approach taken to encourage development of air service. Clearly this is a complex topic within an extremely dynamic industry. This guidebook, how- ever, is intended as an easy-to-read discussion of the various facets of air service development. It explains what techniques other airports have recently used to attract or retain air service. Although this guidebook is based on solid analysis, statistical evidence, and decades of collective professional experience and insight, it is intentionally not presented as an academic journal. Interpretation and examples are emphasized rather than intensive statistical data and economic analysis. The aim is to keep this publication readable, practical, and useful yet still appropriately comprehensive and rigorous. Who should use this guidebook? This guidebook is intended for airport professionals and business or community officials interested in preserving or enhancing their commercial air service. It is intended to be useful to both those who have been working in air service development for some time, and those for whom ASD may be relatively new. The aim is to spur new thinking and ideas for experienced airport professionals, while providing enough information to enable officials less familiar with ASD to plan and execute an ASD strategy. 17