Transport quality and user perception: Effect of bus station hedonic quality on student trip behavior

This study examines the impact of bus station quality on users' travel choices, with a specific focus on the hedonic aspects related to architectural design and passenger services offered. It is widely shown that a safer, reliable, and comfortable transport service fosters greater trust in the transport system and leaves users with a positive perception of ease of movement within a geographical area. Moreover, the quality of public transport services has long been recognized as a crucial factor in shaping perception of accessibility to a place, potentially expanding the catchment area by attracting a larger number of users. In designing new terminals, many planners worldwide specifically focus on hedonic (aesthetic) aspects, also influencing the user's quality perception. Unlike rail stations, bus stations have had little attention with respect to aesthetic quality and passenger services, even if many studies have highlighted the significant impact that the design, services, and amenities of bus waiting areas have on user satisfaction. This study focuses on the hedonic value of a bus station and estimates users' willingness to pay (WTP) for enhanced station quality. The research targets are university students (aged 18–25) traveling on extra-urban routes, involving three major Italian cities: Milan, Rome, and Naples. Using a Discrete Choice Experiment (DCE) conducted through a Virtual Reality (VR) immersive experience, this study explores users' willingness to switch from a conventional bus station to a newly designed high-quality one, assessed in terms of both architectural standards (i.e. the “beauty”) and the functional quality (i.e. passenger's services offered, like restaurant, bar, free Wi-Fi, shops, comfortable waiting room, e-ticketing devices). Analyzing various cost and travel time SP scenarios, the model results shows that the average Italian student is willing to pay an additional €3.11 per trip (equivalent to 25 % of the actual average trip cost) or extend their travel time by up to 20.9 min per trip (26 % of the average actual travel time) to experience a superior bus station instead of a traditional one. The practical implications of this study are clear for urban planners, policymakers, and transport authorities: prioritizing investments in high-quality stations can significantly improve passenger satisfaction and promote greater use of public transport.