Air Demand in a Dynamic Competitive Context with the Automobile (2019) / Chapter Skim
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Pages 64-76
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From page 64... ...
64 Introduction Attitudes, values, and preferences will affect the choice of mode for a full trip, and they will affect the choice of the airport of departure. This chapter presents the results of the 2017 ACRP Project 03-40 survey of such attitudes, values, and preferences.
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From page 65... ...
The Role of Attitudes Toward Long-Distance Trips in Mode Choice 65 attitudes toward the car. Attitudes toward the freedom and independence that a car provides vary relatively little by demographic group.
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From page 66... ...
66 Air Demand in a Dynamic Competitive Context with the Automobile Attitudes Toward Congestion and Stress All demographic categories strongly believe that the long-distance trip by air will be less stressful and tiresome than an equivalent trip by car (see Table 5-2)
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From page 67... ...
The Role of Attitudes Toward Long-Distance Trips in Mode Choice 67 choose the plane. By much smaller margins, females tend to evaluate trips by car more negatively than males, although they do not rise to the level of influencing the modal decision.
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From page 68... ...
68 Air Demand in a Dynamic Competitive Context with the Automobile in this regard. When respondents were asked the more abstract question about whether they would continue to travel by air if driverless cars were to become reality, most responded affirmatively, with the exception of Millennials, who stated that they would be less likely to choose air travel over travel in autonomous vehicles.
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From page 69... ...
The Role of Attitudes Toward Long-Distance Trips in Mode Choice 69 marketers to understand different motivations for market behavior by different segments. This section of Chapter 5 summarizes the market segmentation process, presents the five groups revealed in the segmentation process, and summarizes the groups' characteristics.
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From page 70... ...
70 Air Demand in a Dynamic Competitive Context with the Automobile As a group that travels primarily alone for business, flying is second nature and the go-to mode for their travel needs. As seasoned flyers, they are comfortable on the plane and "true believers" in air travel.
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From page 71... ...
The Role of Attitudes Toward Long-Distance Trips in Mode Choice 71 particularly irritated by traffic congestion. Thus, this group does not reject driving or traveling by car in general terms -- they just do not perceive it as a good option for this trip, that is, their preference for taking the plane is based on the pragmatic realization that taking the plane for medium- or long-distance trips is a more relaxing, faster choice.
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From page 72... ...
72 Air Demand in a Dynamic Competitive Context with the Automobile An Attitude-Based Model of the Choice Between the Car Trip and the Air Trip Defining the ACRP Project 03-40 SEM for Long-Distance Mode Choice The SEM for Long-Distance Mode Choice has four basic elements. First, it is hypothesized that transportation behavior is influenced by long-term values that may influence the location of the traveler, may influence shorter term attitudes, and may directly influence the choice of long-distance mode.
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From page 73... ...
The Role of Attitudes Toward Long-Distance Trips in Mode Choice 73 The Latent Factors Developed in the Model Using the application of factor analysis and the published literature in this area, four latent factors were developed to represent preferences on issues with a longer term time frame than those concerning the evaluation of a transit trip and its attributes, as shown in Figure 5-3. The three categories here have been developed and applied in other research (RSG et al.
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From page 74... ...
74 Air Demand in a Dynamic Competitive Context with the Automobile Shorter-Term Attitudes About the Trip -- Factors from the Theory of Planned Behavior In addition, three more factors were created, which were influenced by (but do not exactly operationalize) the Theory of Planned Behavior, a theory commonly used in the adaptation of principles of social psychology to the subject area of transportation.
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From page 75... ...
The Role of Attitudes Toward Long-Distance Trips in Mode Choice 75 in Figure 5-3. SEM models allow the ability to look at the combination of direct and indirect effects of one factor upon another, called the "Standardized Total Effect" (STE)
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From page 76... ...
76 Air Demand in a Dynamic Competitive Context with the Automobile predictor of mode choice is long-term values held by the traveler concerning his/her love of cars and need for one. Beyond the concern for costs, attitudes about the car seem to be more powerful explainers of the outcome than are attitudes about the air trip -- with measurement of trips being unpleasant and stressful given higher ranking than equivalent questions about the air experience.
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