Public Transportation Fares Research Based On Travel Choice Behavior

Urban public transport has an essential role in urban transportation system, actively promoting the economic development and modernization of the city, improves the quality of citizen life, and has a direct impact on sustainable development of urban functions. Residents travel behavior is a key factor in the public transport pricing, the level of public transport fares will result a significant role in travel behavior, determining the selection probability of traveler mode, and affecting on the corporate earnings of public transport operators and commonweal. Currently, regulatory policy, corporate operating costs and profit are still the main pricing factors of public transport fares, residents travel behavior does not be taken account into the pricing model. For this reason, in this paper, select public transport travelers as the research object, analysis of travelers’ travel decision behavior and public transport pricing model, then, based on the existing theoretical construct the model pricing model according to travel choice decision factors.First, analysis travelers the factors while choose the public transport according to the characteristics of urban transport systems, resident travel mode choice and travel mechanism mental decision-making process, and divided all the factors into explicit and latent variables variable, constructed structural equation modeling of mode choice behavior. Secondly, design the survey questionnaire of resident trip to obtain basic data, discussed the structural equation through reliability and validity, and SEM model were used in the investigation of Nanchang City subway and bus travel survey, to reveals the latent variable mechanism in the travel selection process. Examples of results of the analysis showed that: the cost of travel time, comfort and travel fares intentions have a significant positive correlation impact on travel behavior. Then, based on the results of structural equation modeling, build generalized travel cost of public transport, a three-tier structure were built according to metro direct, bus direct and public exchange based on the hierarchical logit model; construction the fare model under the largest system net, corporation income maximization and competition mechanism, then use calculation example to demonstrates the applicability of the model. Finally, according to the results of the model, gives the fare for each site in Nanchang subway line 1 under the largest system net.