ABSTRACT
In recent years a number of transport researchers have come to view traveller behaviour as a function of subjective perceptions of system characteristics, satisfaction levels of attributes for alternative modes, personal value systems and individualised decision rules. This chapter shows that attitudinal modelling of traveller behaviour has a greater chance of achieving its goals than would be expected from the clouded history of research on attitudes and behaviour. A number of modelling approaches may be adequate for traveller-behaviour forecasting based on extrapolations from the model with minimal changes in system characteristics. Since the information-integration approach is probably unfamiliar to most transport researchers, it is illustrated more fully by describing a recent mode-choice study conducted in the author’s laboratory. Market segmentation based on attitudinal modelling of mode-choice decision processes represents a departure from usual methods based on socio-economic and demographic measures.
