An analysis using the AIDA model to compare the service level of the bus transportation system and travel behavior

Abstract

This study focuses on the reaction of the residents during the social experiment of bus transportation service. According to AIDA model proposed in marketing, the reaction consists of several stages. We assume that the reaction in each stage is different from the person who lives where the service level was low and high before the experiment. Specifically, the person who lives where the service level was low does not react well because the service level has been too low to have concern for the bus service. We verify this assumption using the data from the social experiment conducted in Hiraka Town. As a result, this assumption is verified. Thus the disparity of the responsiveness in the service level before the experiment exists. We discussed that it is not fair to use the observed responsiveness for the information basis of the bus transportation service after the experiment because of the disparity.