Modeling Destination Choice Behavior of the Dockless Bike Sharing Service Users

This study investigates trip-level destination choice behavior of users of the dockless bike sharing service (DBS). A random parameter latent segmentation-based logit (RPLSL) model is developed utilizing the DBS users’ trip itinerary data for Kelowna, Canada. The RPLSL model captures multi-dimensional heterogeneity such as inter-segment and intra-segment heterogeneity. The model is developed at a micro-spatial resolution which is defined as the bicycle analysis zone. One of the key features of this study is to test the interdependencies between the origin and destination of a trip using their built environment attributes. Model results suggest that segment 1 is more likely to include trips originating from the urban neighborhoods; whereas, segment 2 includes trips originating from the suburban neighborhoods. The parameter estimation results reveal that DBS trips are more likely to be destined to locations with longer length of cycle tracks, higher employment density, and that are closer to the Central Business District and bus stops (i.e., within 500 m). The model confirms multi-layer heterogeneity. For instance, trips originating from the urban areas in segment 1 are more likely to be destined to destinations within 500 m of the designated bike return sites (i.e., havens). In contrast, shorter trips originating in suburban areas in segment 2 show a negative relationship. Interestingly, a bike-friendly environment might increase the attractiveness of destinations closer to havens, even for the trips originating in suburban areas. The findings of this study will assist in developing policies and infrastructure investment decision making at the destination locations to promote DBS usage.