Conclusions
This paper has investigated the behavioural influences on traveller choice of mode for
specific trips in the Melbourne metropolitan area, with a special focus on understanding the
factors that influence the choice of, and hence demand for, taxi services. Given the
importance of positioning preferences for taxi services within the broader set of modal
options, we have developed a modal choice model capability for all available modes of
transport for trips undertaken by individuals or groups of individuals in the broad categories
of corporate travellers, international and domestic tourists, late night social users,
locals undertaking social outings, and users that hold multi-purpose taxi program cards,
which provide for a 50 % discount on taxi fares.