Modal image: candidate drivers of preference differences for BRT and LRT

The physical image of transport systems, as perceived by users and non users, has long been put forward as a powerful influence on the formation of preferences. One setting for this is in the choice between bus rapid transit (BRT) and light rail transit (LRT) where there appears to be a strong preference in favour of LRT in developed countries and the reverse in developing countries. Using data collected in six capital cities in Australia in 2013, in which individuals rated two BRT and two LRT designs presented as physical images, we develop a full rank mixed logit model to identify candidate sources of influence on image preferences. These provide signals to assist in preparing the ground for a segmented profile for policy makers and politicians to understand how to underpin building a rational debate for modal options in our cities.