Analyzing Transport Mode Preferences for the Bus Rapid Transit (BRT) System: A Case Study of the Chungcheong Region, South Korea

This study explores individuals’ preferences for transport modes in intercity travel, with a focus on identifying the key factors that influence their decision-making processes. The research aims to provide behavioral insights into how individuals select their preferred modes of transport, specifically considering the Bus Rapid Transit (BRT) system. By improving the traditional transport mode choice model, this study integrates both revealed preference (RP) and stated preference (SP) data to create a more comprehensive and accurate model of transport mode selection. A hybrid choice model (HCM) is employed to account for both observable factors, such as demographic and socioeconomic characteristics, and latent psychological variables that influence decision-making. The analysis reveals how psychological factors—such as attitudes toward new technology, perceptions of punctuality, and social ease—play a crucial role in shaping transport mode preferences, alongside more tangible factors like access time, travel costs, and transfer times. This integrated approach allows for a deeper understanding of the complex, multifaceted nature of transport mode choice. The study finds that both individual characteristics and psychological factors significantly impact mode choice decisions, with implications for the design and implementation of transportation policies. By focusing on the BRT system, which is gaining popularity as a cost-efficient and sustainable mode of public transport, the study provides valuable insights into improving regional transportation networks and promoting more sustainable urban mobility. The findings contribute to the development of future transportation policies that can better cater to diverse population needs, particularly in light of demographic shifts such as aging populations and urbanization.