Research On Travel Chioce Behavior Under Mobility As A Service(MaaS)environment

After building a well-off society in an all-round way,the travel needs of the people have changed from low-level to high-quality and diversified.Mobility as a service(MAAS)is a new concept in recent years.It can provide travel planning,customized travel scheme formulation,travel reservation and other services for tourism travelers,which is more in line with the needs of tourism travel.At present,MaaS has been gradually promoted in many countries and regions,but is still in the exploratory stage in China.We still don’t know enough about MaaS use intention and specific service scheme selection preference.From the perspective of "tourism + transportation",this paper takes MaaS travel services as the research object,and uses the questionnaire survey data to study the use intention and service scheme selection behavior of MaaS travel services,so as to provide a reference basis for promoting the better implementation and development of MaaS services in China.Firstly,this paper carries out the research on MaaS use intention in tourism travel.Based on the UTAUT model,this paper introduces two latent variables: comfort attitude and use scenario,constructs the structural equation model of willingness to use MaaS travel services in tourism travel.Using the questionnaire data and Amos software,the model is fitted and solved,and the key factors and influencing mechanism affecting the use intention are analyzed.In the hypothesis test of latent variables,comfort attitude(0.337),use scenario(0.283),effort expectation(0.239)and performance expectation(0.134)have a significant positive impact on the use intention of Maas travel services.At the same time,performance expectation has an intermediary effect.Effort expectation positively affects the use intention of users by affecting performance expectation,and the research hypotheses are tenable.Through the regulatory utility analysis,it is found that gender,age and mobile travel app use experience all have partial Regulatory Utility,and women pay more attention to comfort than men;Older users are more vulnerable to performance expectations;Users without experience are more vulnerable to effort expectations.Travelers will pay more attention to the comfort of the travel process,especially women and tourists with elderly and children.They will also be attracted by MaaS’s one-stop travel planning and reservation travel services.In addition,the increased operational complexity of the MaaS platform will reduce travelers’ willingness to use it.Secondly,based on tourism travel chain,this paper studies the travel choice behavior under different tourism travel scenarios.Design two travel chains of "deep travel" and "leisure travel".According to the characteristics of MaaS reservation travel and scheme integration,design a scene and visual questionnaire and conduct a survey.Based on the questionnaire data,the mixed logit model and multiple logit model are calibrated and compared.The results show that the goodness of fit of the mixed logit model is higher than multiple logit,and the parameters reflect individual heterogeneity.In the "deep Tour" travel chain,56.7% of travelers choose MaaS and prefer to choose online car hailing in the scenic spot conversion and return stages.Waiting time,walking distance,transfer times,in car time and cost have a significant impact on the choice of travel scheme.Women are more sensitive to the increase of walking distance and young people are more sensitive to the increase of cost;In the "leisure travel" travel chain,53.3% of travelers choose MaaS,but they prefer buses in the departure and scenic spot conversion stages.The impact of walking distance on travel scheme selection behavior decreases significantly,and women and older groups are more sensitive to the increase of in car time.In both travel chains,high-income groups show the characteristics of high time value;Travelers with old people and children are more sensitive to the increase of waiting time,in car time,transfer times and walking distance.Finally,combined with the results of elasticity analysis and specific scenario analysis,this paper gives development suggestions for the project pilot and service scheme of domestic MaaS landing development.