Spatial experience on tourism through MaaS (Mobility as a Service): Applying for a conjoint model of portfolio choice |
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| Institution: | 1. Studio Galilei Co. Ltd., Yongin, Gyeonggi, Republic of Korea;2. Department of Transportation Engineering, College of Engineering, Myongji University, Yongin, Gyeonggi, Republic of Korea;3. Department of Geography, College of Sciences, Kyung Hee University, Seoul, Republic of Korea;4. Department of Transportation Engineering, College of Engineering, Yonsei University, Seoul, Republic of Korea;5. Smart Tourism Education Platform, College of Hotel & Tourism Management, Kyung Hee University, Seoul, Republic of Korea;6. Korea Railroad Research Institute, Uiwang, Gyeonggi, Republic of Korea;1. Faculty of Economics and Management, East China Normal University, Shanghai, China;2. Key Laboratory of Advanced Theory and Application in Statistics and Data Science (East China Normal University), Ministry of Education of China, Shanghai, China;3. University of Chinese Academy of Sciences, Shanghai, China;1. School of Information, Renmin University of China, Beijing 100872, PR China;2. School of Information Technology and Management, University of International Business and Economics, Beijing 100029, PR China;1. School of Information Management and Artificial Intelligence, Zhejiang University of Finance and Economics, China;2. School of Economics and Management, Qilu University of Technology (Shandong Academy of Sciences), China |
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| Abstract: | Travel significantly affects tourism and tourist satisfaction. Better tourism transport provision is essential to sustainable mobility and smart tourism. Knowing why tourists prefer specific travel alternatives is therefore important. Travel needs several trip stages over tourism space. Mobility as a Service (MaaS) offers alternatives to traveling to tourist attractions through various trip stages. The paper aims to show the relationships of the tourist preference for tourism travel alternatives represented as MaaS portfolios with MaaS provision of tourism destinations. To this end, the paper analyzes conjoint choices of tourism travel portfolios using a mixed logit model, evaluates the resultant willingness to pay (WTP)-based travel service preferences for 10 locally most visited cities of Korea, and compares the evaluations with the physical levels of MaaS provision of those cities. The preference for travel is found unique for tourism, and the tourists' evaluation of travel services has subtle differences from the MaaS provision level. |
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