Decision-Making Behavior Analysis and Empirical Study under Information Intervention in a Cold Environment

Abstract

Some mega-sport events such as the Winter Olympics are usually held in areas accompanied by cold environment, which has a great risk of frostbite and safety for pedestrians. Releasing guidance information have become a good way for managers to reduce freezing time, improve travel efficiency and prevent safety accidents. In this article, the 2022 Winter Olympics were taken as an example to discuss influence of information intervention on TDMB (travel decision-making behavior). The mechanism of the TDMB was explored, and a survey of pedestrian behavior was carried out in the area. In particular, the influence of the subjective perception and objective factors on the RDMB (route decision-making behavior) was analyzed based on the SEM-logit model. The results show that information, congestion and the cold have an impact on the decision-making behavior. The path coefficient values of the pedestrians’ perception of information, congestion and the cold were 0.557, 0.216 and 0.324, respectively, which indicates that guidance information has the most serious impact on the pedestrians’ comprehensive perception. The objective factors including outdoor walking time, information intervention frequency, distance to a heated space had a significant impact on the RDMB. Indeed, when information intervention frequency is 2, the compliance rate of pedestrians to the information can be effectively increased. If the manager wants to alleviate traffic congestion, setting up heated spaces within a radius of 1 km is a good way to divert pedestrians. This study can provide a scientific reference for the sustainable development of mega-sport events, long-term construction of service facilities and the passenger flow management in a cold environment.