The aim of this study is to understand the transit mode choice between BRT and conventional bus of the existing transport users and to identify any possible influential factors or attributes result such a reference in the context of Guangzhou, China. The study examined the importance and the influence of possible factors on the transit mode choice from three dimensions including socio-demographic, travel behaviour and 14 service attribute. A new Bus Rapid Transit (BRT) system was adopted in Guangzhou in 2010, with moving more than 27,000 passengers per hour in a single direction and achieved 805,000 daily boarding, suggesting that Guangzhou BRT is a sustainable solution to reduce traffic congestion along Zhongshan Avenue, which also makes it became Asia’s first high-capacity and operating flexible BRT system and received the 2011 Sustainable Transport Award.As one of the Chinese megacities, Guangzhou is undergoing massive growth of population, economy and private vehicles, which demonstrates the necessity to update the performance of Guangzhou BRT system when compared with conventional bus service, and outline any required improvement for both transit mode towards a better public transport environment.
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