Dynamic travel mode searching and switching analysis considering hidden model preference and behavioral decision processes

This paper proposes a conceptual framework to model the travel mode searching and switching dynamics. The proposed approach is structurally different from existing mode choice models in the way that a non-homogeneous hidden Markov model (HMM) has been constructed and estimated to model the dynamic mode srching process. In the proposed model, each hidden state represents the latent modal preference of each traveler. The empirical application suggests that the states can be interpreted as car loving and carpool/transit loving, respectively. At each time period, transitions between the states are functions of time-varying covariates such as travel time and travel cost of the habitual modes. The level-of-service (LOS) changes are believed to have an enduring impact by shifting travelers to a different state. While longitudinal data is not readily available, the paper develops an easy-to-implement memory-recall survey to collect required process data for the empirical estimation. Bayesian estimation and Markov chain Monte Carlo method have been applied to implement full Bayesian inference. As demonstrated in the paper, the estimated HMM is reasonably sensitive to mode-specific LOS changes and can capture individual and system dynamics. Once applied with travel demand and/or traffic simulation models, the proposed model can describe time-dependent multimodal behavior responses to various planning/policy stimuli.