Abstract
Using questionnaire Survey data, this paper employed the model of structural similarity coefficient to analyze the transportation choice mechanism of passengers, and then take air passengers as an example, established the factors affecting model of passengers' travel choice based on ordinal-logit technique. The research shows that price, time, comfort and freedom are the four basic factors for passenger travel alternatives. According to passenger's similar decisionmaking mechanism of supply and demand, passengers select transportations on the basis of the similarity coefficient between passenger demand structure and traffic supply structure. Age and gender is passenger's physical attributes, but their impact on passenger travel choice willingness is not significant, Education and income level have significant positively impact, especially the income levels. In terms of time value, the influence of education level and income levels also reached significant level. In addition to age, other factors have significant impact on proportion and frequency by plane.
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