Investigating the joint choice behavior of intercity transport mode and high-speed rail cabin with a strategy map

Summary This paper investigates the joint choice behavior of intercity transport modes and high‐speed rail cabin class within a two‐dimensional choice structure. Although numerous studies have been conducted on the mode choice behavior, little is known about the influence of cabin class on their intercity traveling choice. Hence, this study is conducted with a revealed preference survey to investigate the intercity traveling behavior for the western corridor of Taiwan. The results of nested logit model reveal that a cabin strategy has a more significant influence on cabin choice than on mode choice. Furthermore, this study proposes a new strategy map concept to assist transport operators in defining and implementing their pricing strategies. The results suggest that to capture a higher market share, high‐speed rail operators should choose an active price reduction strategy, while bus and rail operators are advised to implement a passive price increase strategy to raise unit revenue. Copyright © 2014 John Wiley & Sons, Ltd.