Bus Travel Behavior Modeling And Traveler Market Segmentation Based On Bus Information

With the wide application of Intelligent Public Transportation System in major cities of China,Intelligent Public Transportation Information System(ITIS)can not only facilitate travelers' travel,but also improve the attractiveness of the public transport market.It is also of great significance to alleviate a series of traffic and environmental problems caused by the sharp increase of car ownership in cities.However,in practical application,there are some problems in the form,content and time of publishing of information in intelligent information system,and there is a lack of investigation and Research on travelers' cognition and attitude to public traffic information.Therefore,how to determine the influencing factors of the process of travelers receiving information to generate public transport travel behavior,and what internal mechanism these factors have,is of vital importance to the development of the public transport market.In order to improve the attractiveness of the public transport market,it is necessary to classify the public transport market,integrate the public transport market and rationally allocate the resources of the public transport market.In this paper,urban public transport travelers are classified by market segmentation method based on structural equation model of public transport travel intention.Based on the analysis of the interaction between bus information and travelers,this paper carries out a questionnaire by RP/SP method,and makes statistical analysis of the results of the questionnaire.Then,it builds a model of bus travel behavior willingness by using structural equation model,and analyses the correlation between various factors and variables in the model,and uses K-means clustering method to conduct a bus travel willingness-based survey for urban bus travelers.The market segmentation of the structural model is made.Finally,the demand differences and the characteristics of bus travel in different sub-markets are analyzed.The corresponding strategies for improving bus travel information are put forward for bus travelers in different sub-markets.