TOWARDS A THEORY OF TRAVELER MODE CHOICE

SINCE THE ECONOMIC SUCCESS OF A TRANSPORTATION INNOVATION DEPENDS LARGELY ON TRAVELERS CHOOSING IT AS A MODE CHOICE, IT IS NECESSARY TO UNDERSTAND MODE CHOICE BEHAVIOR WHICH, IN TURN, IS DETERMINED BY TRAVELER ATTITUDES TOWARD MODE CHARACTERISTICS AND BY PERSONAL, TRIP PURPOSE, OR ENVIRONMENTAL FACTORS. A THEORY OF MODE CHOICE BEHAVIOR IS NEEDED TO ACCURATELY PREDICT MODE MARKET SHARES AND TOTAL MODE DEMAND. EXISTING THEORIES AND PREDICTION TECHNIQUES ARE DESCRIBED AND THEIR SHORTCOMINGS DISCUSSED. A COMPREHENSIVE BEHAVIORAL MODE CHOICE THEORY APPEARS TO BE DEVELOPING, A MOVEMENT WHICH SEEKS TO COMBINE ATTITUDES WITH DEMOGRAPHIC, NONDEMOGRAPHIC, AND SOCIOECONOMIC FACTORS INTO A COMPLETE SCENARIO OF THE SUBJECTIVE MODE CHOICE PROCESS. MARKET DISAGGREGATION IS CONSIDERED ESSENTIAL TO THEORY DEVELOPMENT. AN EXAMPLE IS GIVEN IN THE CASE OF SHORT HAUL BUSINESS TRAVEL IN THE NORTHEAST CORRIDOR. /AUTHOR/