The role of information in the security screening experience of flyers in Canada
Overview
The purpose of this study is to better understand the information gathering behaviour of air travelers with respect to security screening requirements and processes, and gain insight into how this behaviour affects their expectations and experience with security screening at large Canadian airports.
My Role
Scope
89%
Passengers feel anxious when travelling for the first time (Mackett, 2021)
43%
Passengers feel negative emotions during the security screening process (Garcia, 2015)
Between April 2022 and March 2023, Canadian airport security screenings saw a 134.7% increase, with projections for further growth. This surge introduces new processes and technologies, potentially affecting passenger experiences.
Airport security screenings are often stressful due to inconsistent information and perceptions of unprofessionalism. Infrequent flyers, who rely on third-party sources, are particularly vulnerable to misinformation as security requirements evolve.
This study focuses on understanding how infrequent travelers gather information about security procedures and how this affects their experiences at major Canadian airports. Insights from this research aim to improve the overall airport experience for all travelers.
First time travelers are one of the most vulnerable and problematic segment of passengers at the Airport. So are Novice Air Travellers !
Research objectives
To understand what sources infrequent air travelers rely on for trusted information about security screening requirements and processes
To understand what emotions infrequent air travelers experience when they go through the security screening process
To understand how well infrequent air travelers’ expectations reflect their actual experience with the security screening process
To understand how the security screening experience impacts infrequent air travelers’ overall travel experience.
Methodology
This study will use a mixed-method approach, including a survey and semi-structured interviews for participants. Both survey and the semi-structured interview will collect qualitative and quantitative data from participants. Participants will be recruited to complete the survey through social media, personal networks and posters in venues accessible to the research team (e.g. Algonquin College). The survey will start with a consent statement, informing the participants that all data collected will remain private and will not be shared with any third party. This study will use semi-structured interviews to engage SMEs in order to collect qualitative data about their areas of expertise.
85
Survey Responses
11
Participant Interviews
4
SME Interviews
Preliminary Findings
Inconsistency in travel procedures often leads to stressful experiences, as travelers, both frequent and infrequent, feel uncertain about what to expect.
People may feel vulnerable and exposed during travel, despite their efforts to comply with rules and regulations. Sometimes, their efforts don't pay off or aren't sufficient.
Understanding the reasons behind rules, especially concerning food and liquids, can be challenging for travelers. They desire clarity on the "why" behind these regulations.
Travel rules have undergone frequent changes over time, influenced by events like 9/11 and the COVID-19 pandemic. This lack of consistency across different airports adds to the confusion and frustration.
The security screening process often feels like a tight-knit community or clique, which may come across as unwelcoming or unapproachable to travelers.
While travelers generally trust organizations like CATSA and the information provided on their websites, their interactions with pre-boarding screening officers can alter their behavior. Inconsistent behavior from these officers can lead to feelings of anxiety, nervousness, and reduced confidence among travelers.
Note
Our research is ongoing, with our focus now on completing our final analysis and deriving insights. Following this phase, we will proceed with developing a solution to address the identified problem.