Transit market research using structural equation modeling and attitudinal market segmentation |
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Authors: | Yoram Shiftan Maren L Outwater Yushuang Zhou |
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Institution: | aTransportation Research Institute, Technion City, Haifa 32000, Israel;bPuget Sound Regional Council, 1011 Western Avenue, Suite 500, Seattle, WA 98104, USA;cCambridge Systematics Inc., 555 12th Street, Suite 1600, Oakland, CA 94607, USA |
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Abstract: | This paper presents a comprehensive approach for identifying potential transit markets and for developing strategies to increase public transport ridership. The approach uses structural equation modeling (SEM) to identify simultaneously travelers’ attitudes, travel behavior, and the causal relationships between a traveler's socioeconomic profile and his/her attitude toward travel. Travel attitudes are also used to identify distinct market segments and to develop plans that best serve the needs of each segment and increase transit ridership. The approach is demonstrated with a case study from the Utah Transit Authority. |
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Keywords: | Transit marketing Market segmentation Structural equation modeling Attitude toward travel |
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