Date of this Version

December 1990

Document Type

Discussion Paper

Publication Details

Hume Winzar, Phil Pidcock and Lester Johnson (1991) Modelling Long Distance Pleasure Travel Mode Using Perceived Modal Attributest

School of Business Discussion Paper ; No. 20, Dec. 1991

© Copyright Hume Winzar, Phil Pidcock, Lester Johnson and the School of Business, Bond University


Modelling transport choice behaviour traditionally has been addressed using objective measures of attribute data: price, time, etc. The authors argue that actual brand attributes may not be a good causal influence on consumer choice of long distance tourism travel. Choice is more likely to be a function of brand perceptions or brand image, which in turn is a function of past experience, expectations, promotional influences, family life stage and other personal factors.

The authors re-examine data gathered in 1985 on tourist travel between Perth and Sydney or Melbourne, Australia; about 2400 miles. The authors model actual behaviour as a function of respondents' perceptions of travel mode attributes using a customized Multinomial Logit programme which develops separate explanatory models for identified market segments. Results demonstrate the improvement in predictability over non-segmented models. Implications for tourism operators in promotions, product design and market targeting are discussed.