A study on travelers' transport mode choice behavior using the mixed logit model: A case study of the Seoul-Jeju route

This study is to analyze passengers' choice of the mode of transportation when air transportation is in competition with high speed rail (HSR). The Seoul-Jeju route analyzed as an empirical case study, in which the construction of an undersea tunnel to connect Seoul and Jeju city by HSR has been considered. The study also included two new variables, 'safety of transportation' and 'availability of duty free shopping' in addition to traditional transport choice variables such as travel time, travel costs and frequency of service to reflect special characteristics of the market. As data gathering tools, SP techniques and mixed logit model, for analytical methodology, were utilized. The authors found that the goodness of fit of the models was improved with new variables. The models also showed that the characteristics of business passengers and leisure passengers in choosing the mode of transportation were different. Business passengers were apt to choose a safety secured mode of transportation regardless of fare while leisure passengers preferred to use duty free shops more than business passengers.