This study explores a tourists’ preference for tour mode bundle, defined as a set of preferable travel modes for multiple trips in a tour, under Mobility-as-a-Service (MaaS). In the context of tourism, MaaS could improve transportation sustainability by providing integrated information about sustainable transportation modes. To develop a systematic understanding of tourists’ preference for tour mode bundle, we design a tour-based stated preference (SP) choice experiment based on bundle configuration of travel modes in MaaS including a shared van as a paratransit mode in combination with the existing bus and taxi services. A web-based SP survey is conducted for 331 individuals who visited Jeju Island in Korea. Two mixed logit models are estimated to reveal differences between the trip- and tour-based mode choice situations. The estimation results reveal that the trip sequence significantly influences the preference for travel mode in a tour mode bundle, which has significant cross effects with individual and travel context attributes. A shared van is the most preferred in both a trip and a tour. Persistence to using the same mode and synergy of using different modes are captured through significant cross effects of sequence-specific travel modes in a tour mode bundle. Based on these findings that can only be identified through tour-based choice situations, MaaS can be more effectively designed in tourism.

本研究探讨了游客对旅游模式捆绑的偏好，其定义为在移动性即服务 (MaaS) 下一次旅游中多次旅行的首选旅游模式。在旅游业的背景下，MaaS 可以通过提供有关可持续交通方式的综合信息来提高交通可持续性。系统地了解游客对旅游模式捆绑的偏好，我们设计了一个基于旅游的陈述偏好（SP）选择实验，该实验基于 MaaS 中旅行模式的捆绑配置，包括共享货车作为辅助交通模式，结合现有的公共汽车和出租车服务。对访问韩国济州岛的 331 人进行了基于网络的 SP 调查。估计两个混合 logit 模型可以揭示基于旅行和基于旅行的模式选择情况之间的差异。估计结果表明，出行顺序显着影响旅游模式捆绑中的出行方式偏好，这与个人和旅行背景属性具有显着的交叉影响。共享面包车是旅行和旅游的首选。通过旅游模式包中特定于序列的出行模式的显着交叉效应，可以捕捉到对使用相同模式的坚持和使用不同模式的协同作用。基于这些只能通过基于旅游的选择情况来识别的发现，可以更有效地在旅游中设计 MaaS。