Abstract
In order to formulate rational improvement proposals for rural bus services, it is necessary to understand how people value different attributes of travel. In this article, the disutilities of travel have been modeled based on stated choice data collected from trip makers traveling along a rural bus route in Midnapur District, West Bengal, India. Multinomal Logit Model is used to develop utility equations and the total disutility of travel is estimated in the form of generalized cost. The perceived values associated with in-vehicle travel time, service headway, and comfort level for the study route are estimated and found to be significant.