Vad styr resenärers transportval? : En studie om hur pris, restid och komfort påverkar val mellan tåg, flyg och bil på sträckan Malmö-Stockholm – en fallstudie av Snälltåget

Sammanfattning

This study examines how price, travel time, and comfort influence travelers’ choice of transport mode on the Malmö-Stockholm route and how these factors are strategically managed by the railway operator Snälltåget. The study is based on the increasing competition between train, air travel, and private car transport, as well as the growing interest in sustainable transportation alternatives. The purpose of the study is to analyze how price, travel time, and comfort affect travelers’ transport choices and to investigate how Snälltåget works with these factors to increase the attractiveness of rail travel. A case study approach was adopted, combining quantitative and qualitative methods. Empirical data were collected through a survey with 52 respondents, a semi-structured interview with Snälltåget’s Commercial Manager, company statistics regarding pricing and demand, and punctuality data. The theoretical framework is based on the concept of Generalized Travel Cost (GTC), theories of price elasticity, the value of travel time, service quality, and competition between transport modes. The analysis shows that travelers’ transport choices are influenced by a combination of factors rather than a single attribute. While price remains important, particularly for price-sensitive travelers, travel time and comfort also play significant roles in shaping perceived attractiveness. The results indicate that comfort can compensate for longer travel times, while shorter travel times may justify higher ticket prices in certain situations. The study concludes that travelers evaluate transport alternatives through an overall assessment in which economic costs, time considerations, and perceived travel quality are weighed together. Furthermore, the findings show that Snälltåget strategically uses pricing, travel time, and comfort to strengthen the competitiveness of rail travel in relation to air travel and private cars.