Determinants of Educational-Work Travel Demand (Mod Choice) in Morning Peak Hours in Isfahan City: Nested Logit Approach

In recent decades, rising urbanization along with rapid growth of personal car ownership has made transportation as a major problem for policymakers in metropolitan areas. Thus, recognizing affecting factors on mod choice by traveler, especially at peak hours, has a special role in transport planning and travel management.
 The purpose of this article is determination of factors that affect mod choice behavior of educational-work travel in the peak hours of morning in Isfahan city using the nest logit model.
The results of estimating the mode choice bay this model show that demand for bus just depends on freight and time, and other factors do not affect the choice of bus for travel at that time. But the low price elasticity indicates that people are forced to use the bus as a vehicle. However, the demand for taxis in addition to time and freight depends on factors such as income, vehicle's comfort, head of the household and education but the price elasticity of this mod suggests that policymaker can encourage people for using taxi by reduction of freight and paying subside on using taxi.
The most important factor that influence the choice of a personal car is the comfort of the vehicle and being the head of the household. On other hand, demand for car is inelastic and policy maker have not Possibility to change people's demand by increasing price so, pricing policy can only make income for policy maker.