이용자특성, 이용경험에 따른 신규교통서비스 지불의사 분석: 기장군 DRT TABARA를 사례로 = Analyzing Willingness to Pay for New Transportation Services by User Group and Service Experience: The Case of DRT TABARA in Gijang

국문 초록 (Abstract)

대중교통의 서비스 수준이 취약한 지역, 계층, 시간대의 이동기본권을 확보하기 위해 기존의 버스 운영 방식을 변형한 수요응답형 대중교통(DRT) 서비스를 공급하는 노력이 여러 지방자치단체(지자체)로 확산되고 있다. DRT는 기존 대중교통수단을 보완하거나 대체하기 위한 서비스이나, 지자체가 성공적으로 이 서비스 사업을 시행하여 지속가능하게 공급하기 위해서는 적정한 이용요금을 책정하는 것이 매우 중요하다. 이를 위해 많은 연구들이 DRT 등 시장에 신규 진입할 신규교통서비스에 대한 평균적인 이용자 지불의사를 분석해 왔다. 그러나 이들 연구들은 이용 경험에 따른 지불의사의 차이를 확인하는 데 한계가 있었다. 이용 경험은 그것이 평상시 이용자의 서비스 이용 당시의 이용 맥락을 반영한다는 의미에서 중요하다. 교통서비스는 이용자 특성은 물론 이용 경험에 따라 동일한 서비스라도 선호도가 상이할 수 있기 때문이다. 본 연구는 이를 위해 시범사업 기간 중 DRT 서비스를 이용한 경험이 있는 응답자들을 대상으로 한 잠재선호 조사를 통해 서비스 옵션들에 대한 선호구조를 파악하고, 이로부터 이용자 특성과 함께 이용자의 서비스 이용 경험에 따른 지불의사를 추정하였다. 모형의 추정에는 이용자 간 선호의 차이를 허용하는 혼합로짓모형을 사용하였다. 분석 결과는 DRT 선호에 대안특성이 주도적인 영향을 미치는 것을 뚜렷이 확인하였으며, 아직은 제한적이지만 이용자 특성과 이용 경험 속성들 일부 역시 유의미한 영향이 있음을 확인하였다. 본 연구의 결과는 새로운 교통서비스를 제공하려는 지자체의 노력에 중요한 시사점을 제공한다.

다국어 초록 (Multilingual Abstract)

Efforts to provide demand-responsive transit (DRT) services, a variation on traditional bus operations, are spreading to many local governments to secure the right to mobility for underserved areas, classes, and times of day. While DRT is intended to complement or replace traditional public transportation, it is crucial for local governments to set appropriate fares in order to successfully implement and sustainably provide this service. To this end, many studies have analyzed the average user's willingness to pay for new transportation services entering the market, such as DRT. However, these studies were limited in their ability to identify differences in willingness to pay based on user experience. User experience is important in the sense that it reflects the context in which a user normally uses the service. This is because users may have different preferences for the same transportation service depending on their characteristics and experiences. To this end, this study conducted a latent preference survey among respondents who had used DRT services during the pilot project to identify the preference structure of service options and estimate the willingness to pay based on user characteristics and user experience. The model was estimated using a mixed logit model that allows for differences in preferences among users. The results of the analysis clearly confirm the dominant influence of alternative characteristics on DRT preferences, while some user characteristics and experience attributes also have significant, albeit limited, effects. The results of this study have important implications for municipalities' efforts to provide new transportation services.

참고문헌 (Reference)

• 1 Veenhoven R., "The Four Qualities of Life; Ordering Concepts and Measures of the Good Life" 1 : 1-39, 2000
• 2 서성주 ; 김진희, "Selection of Operation Plan Considering Travel Demand : Focusing on the Fixed-route Transit and the Demand-responsive Transit" Korean Society of Transportation 42 (42): 29-46, 2024
• 3 Kim H. M., "Public Transportation Services: A New Equilibrium between Providers and Users, White Paper" Smart Mobility Center, Myongji University 2018
• 4 Alhassan I. B., "Public Transport Users' Willingness-To-Pay for a Multi-County and Multi-Operator Integrated Ticket: Valuation and Policy Implications" 45 : 100836-, 2022
• 5 Ministry of Land, Infrastructure, and Transport, "Proposed Rulemaking to Implement the Mobility Innovation and Enablement Act"
• 6 Bronsvoort K., "Preferences toward Bus Alternatives in Rural Areas of the Netherlands : A Stated Choice Experiment" 2675 (2675): 524-533, 2021
• 7 Ho C. Q., "Potential Uptake and Willingness-To-Pay for Mobility as a Service(MaaS) : A Stated Choice Study" 117 : 302-318, 2018
• 8 Train K., "Mixed logit, in Discrete Choice Methods with Simulation" 138-154, 2009
• 9 Yan X., "Integrating Ridesourcing Services with Public Transit : An Evaluation of Traveler Responses Combining Revealed and Stated Preference Data" 105 : 683-696, 2019
• 10 Kim E., "Imputing Qualitative Attributes for Trip Chains Extracted from Smart Card Data using a Conditional Generative Adversarial Network" 137 : 103616-, 2022
• 11 Park S., "Identifying Potential Market of Advanced Ride-Hailing Services with Taxi-to-Taxi Transfer using a Latent Class Choice Model" 2024
• 12 Wang X., "Identifying Latent Shared Mobility Preference Segments in Low-Income Communities : Ride-Hailing, Fixed-Route Bus, and Mobility-on-Demand Transit" 26 : 134-142, 2022
• 13 Bliemer M. C., "Handbook of Choice Modelling" Edward Elgar 2014
• 14 기명성 ; 이영성 ; 김민재, "Estimating the WTP for Demand-Responsive Transport Services" 39 (39): 123-142, 2016
• 15 Ahn J. W., "Estimating the Non-Market Value of Hydrogen Energy System Adoption" Korea Energy Economics Institute 2008
• 16 구교준 ; 이희철 ; 김지원 ; 박차늠, "Distribution of Regional Disparity Between Subjective Well-being and Objective Quality of Life: From a Perspective of Regional Capability" 26 (26): 161-182, 2020
• 17 Kim H. M., "Digital Transformation of the Country's Transportation" 483 : 41-49, 2022
• 18 Sen A, "Development as Freedo" Galapagos 2013
• 19 Hong S. Y., "Development and Application of Seoul's Public Transportation Vulnerability Assessment Methodology" The Seoul Institute 2021
• 20 김영서 ; 김의진 ; 김동규, "Developing Commuters’ Transportation Alternative Choice Model in Seoul Mobility-as-a-Service" Korean Society of Transportation 38 (38): 292-308, 2020
• 21 Nussbaum M. C., "Capabilities as Fundamental Entitlements: Sen and Social Justice" 9 (9): 33-59, 2003
• 22 Hess S., "Apollo: A Flexible, Powerful and Customisable Freeware Package for Choice Model Estimation and Application" 32 : 100170-, 2019
• 23 Im S. Y., "Analysis of Travel Decision-Making Structure using Bayesian Networks" Korean Society of Transportation 2023
• 24 Lee B. J., "Advanced Transportation Technology and Land Transformation" Korea Research Institute for Human Settlements 2023
• 25 김원철 ; 남궁문, "A Study on Fare Estimation for Demand Responsive Transport" 14 (14): 103-111, 2015
• 26 김재영 ; 손의영 ; 정창용, "A Review about the Need for Modelling Toll Road with Different Value of Travel Time" Korean Society of Transportation 27 (27): 31-40, 2009
• 27 김덕녕 ; 최아름 ; 황재민 ; 김동규, "A Mode Choice Model with Market Segmentation of Beneficiary Group of New Transit Facility" 33 (33): 667-677, 2013
• 28 양진아 ; 최동구 ; 민대기, "A Conjoint Analysis for Evaluating Customer Preferences on Vehicle Attributes : Focusing on Eco-friendly Fuel Vehicles" 30 (30): 1-13, 2023
• 29 Statistics Korea, "2020 Census of Agriculture and Fisheries: Regional Survey Results" 2021