We found that both the parking fee and the access time to the parking place received random coefficients (i.e., significant taste variations). This variability implies that parking charge and time looking for a space do not have the same impact on every individual and, therefore, their coefficients and values of time vary across the population. Another interesting insight derived from the modelling is that similar importance is placed on the time spent finding a space to park and the time from the parking to the destination. But when considering the variability of tastes on the access time, then the time seeking a parking space appears to be more important than the access time to the final destination. This can be explained by the fact that normally the time spent finding a space in a car park or in a controlled parking zone (high rotation) is lower than the time taken to find a free space in streets of a busy touristic town.