Estimating heterogeneity of car travelers on mode shifting behavior based on discrete choice models

In order to understand the mode shift behavior of car travelers and relieve traffic congestion, a Stated Preference survey has been conducted in the city of Ji'nan in China to analyze bus choice behavior and the heterogeneity of car travelers. Several discrete choice models, including multinomial logit, mixed logit and latent class model (LCM) are developed based on these survey data. A comparative analysis indicates that the LCM has the highest precision and is more suitable to analyze the heterogeneity of car travelers. The LCM divides car travelers into three classes. Different classes have different sets of influencing factors in the model. Policy recommendations are also proposed for those classes to promote bus shift from car travelers based on the model results. Finally, sensitivity analysis on parking fees and fuel cost is carried out on the LCMs under different bus service levels. Car travelers have different sensitivities to the influencing factors. The conclusions indicate that the LCM can reflect the heterogeneity and preferences of car travelers and can be used to understand how to shift the behavior of car travelers and make more effective traffic policy.