Simulating Social Processes: An Interdisciplinary Approach to Integrate Social Relationships into Destination Choice Modeling

Transport systems are affected by fundamental technical and social dynamics. For planners
and researchers, travel demand models are an important tool to gain insights about possible effects
of these dynamics and to find appropriate ways of dealing with them. However, most state-of-the-
art travel demand models underestimate the social aspects of transport choices, which we consider
essential for understanding stability and variability of transport choices. Based on a qualitative
interview study, the paper at hand presents an interdisciplinary approach to consider social aspects
for modeling shopping destination choice. Starting point for our considerations is that people are
social beings, moving around to build and maintain relationships, and that these relationships only
unfold in relation to overall sociotechnical structures. The interview study provides evidence for
relationships between stores and customers. Relationships can be distinguished in two dimensions.
First, in terms of the meaning of a relationship: having a relationship either with the owner of a
specific store or towards specific brands. Second, in terms of the nature of a relationship: if it has
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either randomly or actively been established. Both dimensions are represented in a first modeling
approach. The results show that the more seldom relationships to owners of a store or to distinct
stores can be modeled easily, while the more typical relationships to brands require further
research.