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Accounting for the impact of variety-seeking: Theory and application to HSR-air intermodality in China

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  • Song, Fangqing
  • Hess, Stephane
  • Dekker, Thijs

Abstract

While variety-seeking has been analysed intensively in consumer marketing, little is known about its impact in the transport world where many novel travel services have emerged in recent years. In this paper, we investigate how variety-seeking could influence intercity travellers' mode choice decisions in the new context of HSR (high-speed rail)-air intermodality in China. The study is based on data collected in Shanghai, including responses to stated choice tasks and attitudinal statements on variety-seeking. An integrated choice and latent variable (ICLV) model is proposed with a view to provide us with a more behaviourally realistic explanation of respondents' choice decisions. The research findings suggest that variety-seeking has different impacts across modes, where variety seekers would be more likely to choose the newly-introduced integrated HSR-air option whereas variety avoiders have a higher propensity to choose car-air or traditional separate HSR-air alternative. Meanwhile, this study also examines the impact of various level-of-service attributes in mode choice behaviour, with results implying that long layover would heavily impair the attractiveness of integrated HSR-air service, and integrated luggage handling service is favourable to attract intermodal passengers while the effect of integrated ticketing system remains ambiguous.

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  • Song, Fangqing & Hess, Stephane & Dekker, Thijs, 2018. "Accounting for the impact of variety-seeking: Theory and application to HSR-air intermodality in China," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 99-111.
    • Handle: RePEc:eee:jaitra:v:69:y:2018:i:c:p:99-111
    DOI: 10.1016/j.jairtraman.2018.02.008
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    Cited by:

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    3. Niu, Baozhuang & Chen, Lei & Liu, Yaoqi & Jin, Yong, 2019. "Joint price and quality decisions considering Chinese customers' variety seeking behavior," International Journal of Production Economics, Elsevier, vol. 213(C), pages 97-107.
    4. Ahmed, Sheikh Shahriar & Fountas, Grigorios & Eker, Ugur & Still, Stephen E. & Anastasopoulos, Panagiotis Ch, 2021. "An exploratory empirical analysis of willingness to hire and pay for flying taxis and shared flying car services," Journal of Air Transport Management, Elsevier, vol. 90(C).
    5. Fangqing Song & Stephane Hess & Thijs Dekker, 2024. "Uncovering the link between intra-individual heterogeneity and variety seeking: the case of new shared mobility," Transportation, Springer, vol. 51(2), pages 371-406, April.
    6. Masiero, Lorenzo & Hrankai, Richard, 2022. "Modeling tourist accessibility to peripheral attractions," Annals of Tourism Research, Elsevier, vol. 92(C).
    7. Zhang, Anming & Wan, Yulai & Yang, Hangjun, 2019. "Impacts of high-speed rail on airlines, airports and regional economies: A survey of recent research," Transport Policy, Elsevier, vol. 81(C), pages 1-19.
    8. Weibo Li & Maria Kamargianni, 2020. "An Integrated Choice and Latent Variable Model to Explore the Influence of Attitudinal and Perceptual Factors on Shared Mobility Choices and Their Value of Time Estimation," Transportation Science, INFORMS, vol. 54(1), pages 62-83, January.

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