Parking around university campuses has become a major issue in recent decades because of nearby congestion impacts. Objective: To determine the factors influencing parking lot selection, which is crucial to propose adequate parking demand management strategies. Materials and Methods: We evaluate different attributes using a best-worst scaling survey applied at Universidad de la Costa (CUC), Colombia. Using discrete choice modeling techniques, we identified the extent to which selected infrastructure attributes influence parking behavior. Results: Security and cover (roof) availability are the most relevant attributes of parking choice in the case study. Conclusions: Based on our results, we strongly recommend implementing a dynamic pricing rate, roof pricing, removing “reserved spots” and investing in security.