Travel behaviour information is valuable to transportation policymakers, planners, and service providers. While aggregate data is helpful, segmenting a market into smaller groups allows for more targeted planning, promotion, operation, and evaluation. In this study, intercity market segments based on traveller attitudes are identified using structural equation modelling (SEM). The study focuses on rural and small urban areas, using survey data for residents of North Dakota and west central and northwest Minnesota. Attitudes toward travel time, flexibility, and privacy are found to have the strongest explanatory power. The socioeconomic profile of each market segment is identified. Individuals living in the study’s upper Midwest market area are assigned to market segments based on their socioeconomic characteristics to determine market segment size. Mode shares for automobile, air, intercity bus, intercity rail, and van service are estimated for each market segment. Intercity bus and train mode shares are predicted to double in each market segment when travel speeds are increased to those experienced by automobile travellers. (Author/publisher)
Abstract