This paper investigates the factors that influence the choice of, and hence demand for taxis services, a relatively neglected mode in the urban travel task. Given the importance of positioning preferences for taxi services within the broader set of modal options, we develop a modal choice model for all available modes of transport for trips undertaken by individuals or groups of individuals in a number of market segments. A sample of recent trips in Melbourne in 2012 was used to develop segment-specific mode choice models to obtain direct (and cross) elasticities of interest for cost and service level attributes. Given the nonlinear functional form of the way attributes of interest are included in the modal choice models, a simple set of mean elasticity estimates are not behaviourally meaningful; hence a decision support system is developed to enable the calculation of mean elasticity estimates under specific future service and pricing levels. Some specific direct elasticity estimates are provided as the basis of illustrating the magnitudes of elasticity estimates under likely policy settings. Copyright Springer Science+Business Media New York 2014
