Effect of simplicity and attractiveness on route selection for different journey types

This study investigated the effects of six attributes, associated with simplicity or attractiveness, on route preference for three pedestrian journey types (everyday, leisure and tourist). Using stated choice preference experiments with computer generated scenes, participants were asked to choose one of a pair of routes showing either two levels of the same attribute (experiment 1) or different attributes (experiment 2). Contrary to predictions, vegetation was the most influential for both everyday and leisure journeys, and land use ranked much lower than expected in both cases. Turns ranked higher than decision points for everyday journeys as predicted, but the positions of both were lowered by initially unranked attributes. As anticipated, points of interest were most important for tourist trips, with the initially unranked attributes having less influence. This is the first time so many attributes have been compared directly, providing new information about the importance of the attributes for different journeys. © 2014 Springer International Publishing.