Institute of Transportation, MOTC

　　This study aims to investigate the customer’s choice behavior towards two combined perishable products serviceevidence from hotel and high-speed rail services. Most past researches rarely studied customer’s choice behavior towards two combined perishable product services, such as hotel and high- speed rail services. Therefore, this study adopts the stated preference method to obtain the possible alternatives with combinations of attribute variable levels. The discrete choice modelmultinomial logit modelis adopted herein to formulate the consumer’s choice by considering the tradeoffs between the travel cost, travel time, limitation on riding time, refund limitation and reservation limitation. The sensitive analysis is also conducted to examine the impact of various scenarios on a consumer’s choice. Our result indicates that an appropriate pricing strategy combined with some limitations on customers can induce additional demand. Travelling with or without infants is a significant variable for customers traveling with family to make a decision on choosing a combined traveling alternatives. Several managerial implications are included and can be useful for the decision makers of hotel and high speed rail system operators in terms of marketing strategies planning.