Choice behavior of tourism destination and travel mode: A case study of local residents in Hangzhou, China

The social and economic growth as result of promoting the rapid development of tourism in China has brought tremendous pressure on the urban transportation systems. Research of travel behavior concerning the characteristics of tourists has provided effective information for transportation planning. Due to different city plans, public transportation system design, car parking design and management, etc., the local situation in developed countries differs from the counterpart in China. However, little research has studied the factors influencing the choice of travel destinations in tourism. The research aims to study the tourism destination and mode choice behavior of tourists and provides suggestions to improve tourism transportation service system. An online questionnaire survey is used to collect data including the travel characteristics and personal attributes of local tourists in different holidays in Hangzhou, China. A multinomial logit model is constructed with the trip destination set as the dependent variable. Results show that age, residential type, car ownership, companion type and holiday length have a significant impact on destination choice. To determine what influences modal choice for such trips, a second logit model is established with travel mode set as the dependent variable with the explanatory variables of age, gender, companion type, car ownership, holiday length and travel destination found to be significant. The results demonstrated that people aged 26 to 44 prefer suburban areas, and they are the main group driving to their travel destination. Public transport use frequency decreases when the destination is located outside of the main tourist area. Finally, suggestions have been proposed to mitigate the congestion and parking problem based on model analysis from the perspective of the bus line setting, transfer improvements, and the policy to limit cars, respectively.