The paper analyses the potential for introducing a Park&Buy service in the city of Pesaro (Italy) along
the lines of the pilot project introduced in Siena, Italy, in 2004. It attempts to empirically evaluate the
preferences of the parties involved and derives some suggestions on the potential compromise solution
via a specifically designed stated preference experiment, drawing from the literature on interactive agency
discrete choice modelling. Although various theoretical and methodological issues are still open for
discussion, the methodology proves useful in giving insights not only on the parties’ preference structure
- as normally achieved by discrete choice models - but also on shopkeepers perception of customers’
preferences, on the room for bargaining, on each party’s influence on choice attributes and on the
determinants of the probability of achieving a comprise solution.
