Analysis of Taste Heterogeneity in Commuters’ Travel Decisions Using Joint Parking– and Mode–Choice Model : A Case From Urban India

In developing countries like India, the policymakers have largely focused on supply-side measures, yet demand-side measures have remained unaddressed in policy implications. Ample literature is available presenting responses of TDM strategies, but most studies account mode choice and parking choice behaviour separately rather than considering trade-offs between them. This paper seeks to fill this gap by admitting parking choice as an endogenous decision within the model of mode choice behaviour which can present more valuable insights in understanding travel behaviour. This study integrates attitudinal factors and built-environment variables in addition to parking and travel attributes for developing comprehensive estimation results. A hybrid discrete choice model with random coefficients is estimated using hierarchical Bayes approach based on the Markov Chain Monte Carlo simulation method. The results reveal significant influence of mode/parking specific attitudes on commuters’ choice behaviour in addition to the built-environment factors and mode/parking related attributes. It is identified that considerable shift is occurring between parking-types in preference to switching travel mode with hypothetical changes in parking attributes. Besides, study investigates the heterogeneity in the willingness-to-pay (WTP) through follow-up regression models, which provides important insights for identifying possible sources of this heterogeneity among respondents. The study provides remarkable findings which may be beneficial to city authorities for improving TDM strategies especially in developing countries