Estimation of travel mode choice for domestic tourists to Nha Trang using the multinomial probit model

The purpose of this study is to examine how the characteristics of domestic tourists and attributes of travel modes influence the tourists’ modal choice to Nha Trang, Viet Nam by applying the multinomial probit model. The analysis is based on primary data surveyed from tourists visiting Nha Trang in March, 2011. A total of 402 valid samples were used from 554 initial samples. The study provides several important findings concerning tourists’ modal choice. Travel time per kilometer, per-kilometer travel cost to income ratio, mode quality variables, and income are key elements in explaining the tourists’ modal choice decision. In addition, tourists with a lower income tend to be more sensitive to change in per-kilometer cost. Furthermore, the high-income tourists are much more likely to choose plane or train rather than coach. Understanding the tourists’ modal choice behavior may help tourism transport companies to develop appropriate marketing strategies.