In recent years, railways in rural area are faced by severe circumstances such as high competition with expressway buses. In this paper, we developed two models, namely one for passenger's behavior of seat choice (reserved seat or non-reserved seat) and the other for travel mode choice behavior (railway or expressway bus) based on on-board questionnaire survey.
  The main results are as follows. It is important to improve recognition of ticket system and connectivity with Shinkansen in order to promote seat reservation. Passenger's choice behavior depends on not only quantitative factors such as travel time and fare but also qualitative factor such as punctuality and seating expectation.

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