Research Reports
Report Details

Title:	Travel Behavior of the Lone Rangers: An Application of Attitudinal Structural Equation Modeling to Intercity Transportation Market Segmentation
Authors:	David Ripplinger, Jeremy Mattson, and Del Peterson
Publication Date:	Apr 2011
Report #:	DP-239
TRID #:	01342973
Keywords:	air travel, attitudes, automobile travel, bus transportation, intercity transportation, intercity travel, market segmented groups, modal split, rural areas, small towns, socioeconomic factors, structural equation modeling, travel behavior, travel time
Type:	Research Report – Department Publications

Abstract

Travel behavior 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 traveler attitudes are identified using Structural Equation Modeling (SEM). The study focuses on rural and small urban areas, using survey data for residents of North Dakota 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 travelers.

How to Cite

Ripplinger, David, Jeremy Mattson, and Del Peterson. Travel Behavior of the Lone Rangers: An Application of Attitudinal Structural Equation Modeling to Intercity Transportation market Segmentation, DP-239. North Dakota State University, Fargo: Upper Great Plains Transportation Institute, 2011.