| Summary: | The outbreak of COVID-19 and preventive measures to limit the spread of the virus has significantly impacted our daily activities. This study aims to investigate the effect of daily activity engagement including travel activity and sociodemographic characteristics on travel satisfaction during COVID-19. This study develops a latent segmentation-based ordered logit (LSOL) model using data from the 2020 COVID-19 Survey for Assessing Travel Impact (COST), for the Kelowna region of British Columbia, Canada. The LSOL model accommodates the ordinal nature of the satisfaction level and captures heterogeneity by allocating individuals into discrete latent segments. The model results suggest that the two-segment LSOL model fits the data best. Segment one is more likely to be younger and older high-income workers; whereas, segment two includes middle-aged lower-income, unemployed individuals. The model results suggest that daily activity engagement and sociodemographic attributes significantly affect travel satisfaction. For example, participation in travel for routine shopping, recreational activity, and household errands has a positive effect on travel satisfaction. The use of transportation modes like bike/walk depicted a higher probability to yield travel satisfaction. The model confirms the existence of significant heterogeneity. For instance, travel for work showed a negative relationship in segment one; whereas, a positive relationship is found in segment two. Access to higher household vehicle yield lower satisfaction in segment one; in contrast, a positive relationship is found in segment two. The findings of this study provide important insights towards maintaining the health and well-being of the population during this and any future pandemic crisis.
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