Identifying mode choice constrained urban travel market segments
A new travel choice decision context and urban transport market segmentation is proposed. The research addresses the issue of the definition and measurement of captive/chooser market segments in the Regional Municipality of Ottawa–Carleton. It deals with the questions of mode choice for the work trip to the downtown core of the City of Ottawa, an area of particular concern to the transportation planners and decision makers of that region. Based on the necessity that an individual place himself in a position to perceive alternatives, a conceptual decision process for individuals is proposed. In the general case it is hypothesized that the urban transport market for a given alternative may be segmented into four groups of users across a continuum of choice. The four groups are referred to as the choice set hierarchy and represent populations of mode users with different potentials to change their mode of travel. Each of the market segments is sensitive to different kinds of transport system management (TSM) policies, and the research aims at developing a technique that might facilitate the development of baseline estimates of the impact of different policies on the urban transport system. Using a case study approach based on workplace surveys taken in the downtown core of Ottawa and involving only mode choice for the work trip, researchers successfully identified a simplified two-group market segmentation based on choosers and captives to given modes. In addition, using the same data base and objective responses to questions in the survey, a four-group choice set hierarchy market segmentation is also successfully identified. Trip-related and traveller-related data provided by the respondents are examined using analysis of variance techniques, and significant differences in characteristics between each of the four-group market segments are identified. Key words: transportation models, travel demand, urban transportation, market segmentation, mode choice.