عنوان مقاله [English]
Destination choice problem is an essential element in transportation planning processes. The problem is to find the probability that a person traveling from a given origin will choose a destination among many available alternatives. In recent decades, applications of discrete choice models in trip distribution have increased. Destination choice models are coupled with several challenges, including large choice sets, complicated alternative specific attributes, and endogeneity problem. Determining the destination of trips with no fixed destinations, such as shopping and recreational trips (unlike mandatory trips), has been the focus of researches as soon as the activity/tour-based paradigms were introduced. Nonetheless, the classic destination choice models have paid less attention to psychological and personal attributes of travelers. Several studies on consumer behavior in shopping centers have revealed that in addition to observable emographic and socio- economic variables, latent constructs, such as psychological variables, lifestyle, and the orientation of the center, are important indicators to be considered to capture the true behavior of travelers. This paper presented a comprehensive analysis on shopping behavior of travelers in major shopping centers in Tehran, Iran. A hierarchical analysis of above-mentioned characteristics of costumers in choosing shopping centers with or without parking and food court was discussed. An internet-based survey was conducted to collect the required data for the modelling exercise which included information of 213 individuals. The nested logit model is currently the preferred extension to the simple multinomial logit discrete choice model. The appeal of the nested logit model is its ability to accommodate differential degrees of interdependence between subsets of alternatives in a choice set. The results did not reject the proposed hierarchical decision-making process hypothesis. While being aware of the biases associated with internet-based surveys, it was found that women and highly educated travelers prefer shopping centers with both parking and food courts, whereas people who travel by public transportation select centers with neither parking nor a food court facility.