Exploring Intracity Taxi Mobility during the Holidays for Location-Based Marketing

Abstract

Taxi mobility information can be considered as an important source of mobile location-based information for making marketing decisions. So, studying the behavioral patterns of taxis in a Chinese city during the holidays using the global positioning system (GPS) can yield remarkable insights into people’s holiday travel patterns, as well as the odd-even day vehicle prohibition system. This paper studies the behavioral patterns of taxis during specific holidays in terms of pick-up and drop-off locations, travel distance, mobile step length, travel direction, and radius of gyration on the basis of GPS data. Our results support the idea of a polycentric city. It is concluded from the reporting results that there are no significant changes in the distribution of pick-up and drop-off locations, travel distance, or travel direction during holidays in comparison to work days. The results suggest that human travel by taxi has a stable regularity. However, the radius of gyration of movement by most of the taxis becomes significantly larger during holidays that indicate more long-distance travels. The current study will be helpful for location-based marketing during the holidays.