Study On Travel Mode Choice Behavior Of College Students Considering Heterogeneity

With the expansion of the scale of higher education,the number of college students has increased rapidly,and college students have become a large group that can not be ignored.As the elite and backbone of the society and the participants of the future transportation mode,college students pay more attention to the pursuit of personalized life style and have unique views towards things.Therefore,to understand the preference of college students in the choice of travel mode behavior is of guiding significance to the development of future transportation.At the same time,due to the differences in habits,personal experiences and family situations,travelers have formed different world views,outlook on life and values,and then have different preferences for the same thing or the same choice.According to the previous research,the mathematical model which neglects individual preference has a big difference with the actual situation.Therefore,it is of great significance to study the influence of individual preference on travel mode choice behavior.Multinomial logit model is introduced in this paper using the travel behavior survey data of college students in major universities in Dalian in 2019.Personal attribute variables such as gender,grade,major,discount,premium,transfer and other travel mode attributes are included in the multinomial logit model.MNL),Random Parameter Logit(RPL)and Latent Class Conditional Logit(latent class conditional logit,LCL)to explore the heterogeneity of college students’ group travel behavior and the influencing factors and action rules of transportation mode choice.On this basis,the LCL model is used to further classify college students and describe the characteristics of travel behavior of different types of college students.The results show that both LCL model and RPL model can capture the heterogeneity of college students’ travel behavior from different aspects,and LCL model has a higher degree of data fit than RPL model and MNL model.In the LCL model,college students can be divided into three potential categories: express preference group,subway preference group and hate express group,and the sensitivity of the three categories is analyzed.Category 1 and2 had stronger response to the choice of public transportation when the express train was discounted or premium.Category 3 has a stronger preference for taxis.The results of this study can provide some references for the young people represented by college students to make traffic policy decisions.