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Tourists’ preference on the combination of travel modes under Mobility-as-a-Service environment

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  • Kim, Eui-Jin
  • Kim, Youngseo
  • Jang, Sunghoon
  • Kim, Dong-Kyu

Abstract

This study explores a tourists’ preference for tour mode bundle, defined as a set of preferable travel modes for multiple trips in a tour, under Mobility-as-a-Service (MaaS). In the context of tourism, MaaS could improve transportation sustainability by providing integrated information about sustainable transportation modes. To develop a systematic understanding of tourists’ preference for tour mode bundle, we design a tour-based stated preference (SP) choice experiment based on bundle configuration of travel modes in MaaS including a shared van as a paratransit mode in combination with the existing bus and taxi services. A web-based SP survey is conducted for 331 individuals who visited Jeju Island in Korea. Two mixed logit models are estimated to reveal differences between the trip- and tour-based mode choice situations. The estimation results reveal that the trip sequence significantly influences the preference for travel mode in a tour mode bundle, which has significant cross effects with individual and travel context attributes. A shared van is the most preferred in both a trip and a tour. Persistence to using the same mode and synergy of using different modes are captured through significant cross effects of sequence-specific travel modes in a tour mode bundle. Based on these findings that can only be identified through tour-based choice situations, MaaS can be more effectively designed in tourism.

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  • Kim, Eui-Jin & Kim, Youngseo & Jang, Sunghoon & Kim, Dong-Kyu, 2021. "Tourists’ preference on the combination of travel modes under Mobility-as-a-Service environment," Transportation Research Part A: Policy and Practice, Elsevier, vol. 150(C), pages 236-255.
    • Handle: RePEc:eee:transa:v:150:y:2021:i:c:p:236-255
    DOI: 10.1016/j.tra.2021.06.016
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