Abstract:In recent years, the rapid development of China's high-speed railway has had a significant impact on highway passenger transport. Combined with the travel demand of medium and long-distance passengers and development trend, this thesis aims to improve the competitiveness of highway passenger transportation enterprises. The influencing factors of passenger travel behavior preference in terms of passenger characteristics, travel characteristics, transportation mode characteristics were analyzed, and a multivariate logistic passenger selection mode based on disaggregate model was built. According to Beijing highway passenger transportation data, the sensitivity analysis experiments on the travel selection behavior of passengers in the short and medium distance ranging from 0 to 400km and medium and long distance ranging from 400 to 800km were implemented in this paper, which shows that passengers with short and medium distance travel of 0-400 km have high sensitivity to convenience along with punctuality, whereas passengers with medium and long distance travel of 400-800km have high sensitivity to travel cost, travel time, comfort, as well as security.