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Article

Understanding the Transit Market: A Persona-Based Approach for Preferences Quantification

Department of Civil Engineering, McMaster University, Hamilton, ON L8S4L8, Canada
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Sustainability 2020, 12(9), 3863; https://doi.org/10.3390/su12093863
Received: 14 April 2020 / Revised: 1 May 2020 / Accepted: 3 May 2020 / Published: 9 May 2020
The study aims at utilizing a persona-based approach in understanding, and further quantifying, the preferences of the key transit market groups and estimating their willingness to pay (WTP) for service improvements. The study adopted an Error Component (EC) interaction choice model to investigate personas’ preferences in a bus service desired quality choice experiment. Seven personas were developed based on four primary characteristics: travel behaviour, employment status, geographical distribution, and Perceived Behavioural Control (PBC). The study utilized a dataset of 5238 participants elicited from the Hamilton Street Railway Public Engagement Survey, Ontario, Canada. The results show that all personas, albeit significantly different in magnitude, are negatively affected by longer journey times, higher trip fares, longer service headways, while positively affected by reducing the number of transfers per trip and real-time information provision. The WTP estimates show that, in general, potential users are more likely to have higher WTP values compared to current users except for at-stop real-time information provision. Also, there is no consensus within current users nor potential users on the WTP estimates for service improvements. Finally, shared and unique preferences for service attributes among personas were identified to help transit agencies tailor their marketing/improvement plans based on the targeted segments. View Full-Text
Keywords: persona-based approach; error component model; service desired quality; willingness to pay; shared and unique preferences persona-based approach; error component model; service desired quality; willingness to pay; shared and unique preferences
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MDPI and ACS Style

Eldeeb, G.; Mohamed, M. Understanding the Transit Market: A Persona-Based Approach for Preferences Quantification. Sustainability 2020, 12, 3863. https://doi.org/10.3390/su12093863

AMA Style

Eldeeb G, Mohamed M. Understanding the Transit Market: A Persona-Based Approach for Preferences Quantification. Sustainability. 2020; 12(9):3863. https://doi.org/10.3390/su12093863

Chicago/Turabian Style

Eldeeb, Gamal, and Moataz Mohamed. 2020. "Understanding the Transit Market: A Persona-Based Approach for Preferences Quantification" Sustainability 12, no. 9: 3863. https://doi.org/10.3390/su12093863

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