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The purpose of this study is investigating efficient methods incorprating the heterogeneity of individual into the travel mode choice models. In this study, we propose two different market-segmentation approaches. One approach is a market segmentation by individual specific estimates obtained from a number of SP data of an individual. Another is a market segmentation by latent attitudinal variables. Then we applied these proposed methods to the mode choice SP data setting up virtual high-speed ferry and mode choice RP data. Finally, we got efficiently and interesting results, however some investigations are acquired.

Travel Mode Choice Models Considering Heterogeneity of Decision Maker using SP, RP and Attitudinal Data