The Ten Mile Region Sub-watershed study area in the northwest hills of Salisbury and Sharon, Connecticut have been impacted by excessive nitrate fertilization for decades. The sub watershed lakes and in particular Mudge Pond (classified as mesotrophic) is considered degraded by The Connecticut Department of Environmental Protection. The DEP has concluded that large farming operations near Mudge Pond and its environs were contributing nutrient rich fertilizers in the sub-watershed. An ecological greenway model will be applied to direct the conceptual design. A network of greenway corridors offers a best management plan for the Ten Mile Region Sub-watershed and could enhance both the water quality and biological diversity while offering limited recreation to residents and visitors. The BMP network of greenways was adopted following extensive discussions with <u>local planners, biologists and land owners.</u> / Master of Landscape Architecture

The thesis investigates the influence of media consultation habits as the developers of risk perceptions among young travelers. It deals with the information-seeking practices of individuals aged 18 to 29 by scrutinizing the extent to which certain media channels are sought out to inform themselves about travel-related risks. By employing a quantitative research approach and collecting data through a web-based questionnaire, the study investigates the role of various information channels by measuring the degree to which they are sought out by the respondents. The findings reveal that legacy media is the most trusted source for risk information among young travelers, surpassing social media and other channels. This unexpected result highlights the significant role of traditional media in shaping risk perceptions despite the prevalence of digital platforms. The study's conclusions are intended to serve tourism professionals and destination managers seeking to enhance communication strategies and manage tourists' risk perceptions effectively.

No description available.

The tourism industry is an extremely competitive industry which is mainly caused by the ever changing needs of tourists. However, despite the constant change in tourist behaviour, violent terrorist attacks on countries across the globe and the weakening of the world economies, the tourism industry showed significant growth over the last few decades. The fast growth rate of tourism has also lead to the tourist being more aware of ecotourism destinations and the key role these destinations play in conserving the natural and cultural environments in the midst of globalisation and urbanisation. The pressure on ecotourism destinations such as national parks is increasing as more and more natural land are being taken up for urban development. In the case of South African National Parks (SANParks), the decrease in government funding pressurizes the resources and national parks have to identify ways to generate their own income through tourism activities. SANParks manages 22 national parks across South Africa with the aim to conserve South Africa’s biodiversity, provide recreational activities for tourists and build long-term relationships with the local communities to enhance the communities’ quality of life. Hence, in order to remain competitive it is important to determine the parks' competitive advantages. Therefore the aim of this study was to develop a competitiveness model for SANParks by using the Kruger National Park as case study. The Kruger National Park is not only one of the largest and most recognised national parks in the world, but also boasts with a large variety of fauna and flora, variety of accommodation facilities such as bush lodges, chalets and camping facilities as well as various tourist activities. The literature review indicated that destinations differ from each other and therefore ecotourism destinations such as national parks would have a distinct set of competitive advantage factors. However, these factors can only be determined if the needs of tourists are anticipated and park specific products and services are developed to satisfy the needs of visitors to the park and ultimately lead to tourist loyalty. Once a competitive position has been established, a national park can obtain benefits such as an increase in tourist numbers and revenue delivery of high quality products and services at the park as well as trigger a higher quality of life for the local community. If managed accordingly, the park might experience sustainable growth as well as increased profit margins. The data for the study was collected by means of a questionnaire survey at four of the Kruger National Park's rest camps during the period 26 December 2013 and 4 January 2014 which is the festive season in South Africa. The rest camps that were included in this survey were Olifants (74 questionnaires); Skukuza (213 questionnaires); Lower Sabie (98 questionnaires) and Berg-&-Dal (51 questionnaires). A total of 436 completed questionnaires were administered and further analysed. Descriptive statistics were used to profile the respondents while two factor analyses were done on the competitive advantage factors and tourist motives for travelling to the Park. The factor analyses identified five competitive advantage factors of which Wildlife Experiences and Marketing and Branding were regarded as the most important factors. The other three competitive advantage factors were Accommodation and Retail, Visitor Management and Suprastructure and Amenities. Four motivational factors were identified namely Experience and Relaxation, Lifestyle, All-Inclusive Destination and Value. The identified factors were further used in an ANOVA analysis and the results showed that socio-demographic characteristics such as home language, province of residence, level of education and marital status have all significant differences based on the five competitive advantage factors as well as the four motivational factors The t-test analysis presented a few statistical significant differences between the independent variables or group of individuals. These differences were based on the respondents’ demographic and behaviour characteristics with regards to the competitive advantage and motivational factors. However, the strongest statistically significant differences were based on the behavioural characteristics of tourists travelling with children to the Park, Wild card holders, tourist reading magazines, previous visits to the Park and differences between tourists making use of chalets and camping facilities. A Structural Equation Model was applied to confirm the results that were obtained from the analyses. The SEM indicated that tourists’ motivations have a significant influence on the factors that tourists identified as competitive advantage factors for the Kruger National Park. This research made three distinct new contributions. Firstly, competitive advantage factors were specifically identified for ecotourism based destinations such as national parks from a demand side. Also, the tourists motivation for travelling proved to hugely influence these competitive advantage factors. Secondly, a competitiveness model was developed specifically for national parks within South Africa. The proposed model could assist national parks across South Africa to obtain a competitive advantage among its competitors based on park specific factors. Lastly, the concept of competitiveness has not yet been applied within the ecotourism and nature-based tourism destinations context. This study described the concept of competitiveness with the focus on national parks as ecotourism destinations and the aspects that need to be taken into consideration when analysing the concept in such a context. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Since the 1970s when the first destination image studies were performed, this topic has become one of the most predominant in the tourism marketing literature. Destination image within the tourism industry is essential, as most tourism products are services rather than physical goods, and can often only compete by means of the image they portray. The image of a specific destination is a major element in the final decision when selecting the destination. Both positive and negative images occur, together having a great impact on the travel and tourism industry. Destinations therefore have to create images of their location and what they have to offer to help differentiate them from their competition. Therefore, potential tourists rely on their mental images when deciding to visit one destination over another. Different influences emerge within tourist decisions, which affect their ultimate experience. It is therefore clear that, to understand tourists‟ needs and wants, relationship building is important and this could assist with the marketing of products or services. Marketing plays a central part in tourism, since consumers need to travel to a certain destination to see, feel or test the product that is to be purchased and evaluated. Image is formed based on three main components. These are: cognitive (what one knows about a destination), affective (how one feels about what one knows) and conative components (how one acts on this information). To date, various image models have been developed. However, none of these have been applied to, tested in, or developed for South Africa. It is therefore important to know how tourists formulate a destinations‟ image as well as what influences their image regarding a destination. Therefore, to achieve this and the goal of this study, which is to develop a framework for the optimisation of the image of South Africa as a tourism destination, a comprehensive review of marketing and destination image literature was performed, subsequent to which the research was conducted. After having conducted the literature review and gathered expert advice and opinions, various literature-based attributes were identified. A total of sixty-three attributes were acknowledged whereafter these were sifted and grouped into Cognitive, Affective and Conative attributes. After taking expert advice into consideration, these attributes were once again sifted and it was determined whether they were applicable for this research. A total of fifty-seven attributes remained important and formed part of the questionnaire. Forty-two attributes were Cognitive, twelve Affective and three Conative. The research was conducted at the international departure area of a major international airport in South Africa. The respondents consisted of international tourists that were returning to their home countries after visiting South Africa. A total of 500 questionnaires were distributed of which 474 questionnaires were obtained. Of these, 451 questionnaires were usable for this study, as 23 questionnaires were incomplete and not usable. The number of questionnaires was therefore representative of the target population and further analysis. After the questionnaires for this study were gathered, the primary data was captured and analysed. Different types of data analyses were used in this study: Firstly, descriptive analysis to determine findings concerning the demographic profile of respondents and the respondent‟s travel behaviour whilst visiting South Africa. Secondly, factor analyses to factorise the image attributes into image factors; and to factorise external aspects into factors and determine how these affect image formation. Thirdly, ANOVAs (One-way analysis of variance) were conducted where more than two categories formed part of the question, t-tests were conducted to compare the image factors with questions consisting of only two categories and Spearman rank correlations were conducted to describe the strength and direction of the linear relationship between selected variables. Finally, Structural Equation Modelling was used to empirically test the framework and evaluate how well the data supports the hypothesised model. The first factor analysis resulted in 13 reliable and valid factors, which consisted of the cognitive, affective and conative image attributes. These factors, together with the factors of the second factor analysis (Media, Political and Iconic aspects) were used as constructs in the Structural Equation Modelling analysis. After having combined the results of all the different analyses, a framework was developed that identifies the aspects influencing South Africa‟s image. Some of the main findings were that media, political happenings and iconic aspects directly influenced cognitive, affective and conative images. Novel to this study was the significant influence of icons. Interestingly, demographic information only affects cognitive image and neither affective nor conative image. Travel behaviour contributes to the formation of cognitive, affective and conative image.However, surprisingly, the lack of influence from travel agents and travel guides was also depicted in the results. This framework emphasises the importance of pre-, onsite and post-experiences as well as communication in image formation. This study contributes academically, methodologically and practically. Academic contributions include empirically testing the framework, which significantly contributes to literature; and the innovative inclusion and assessment of icons adds a new dimension to image formation in literature. From a methodological point of view, it is clear that the analyses of all influencing aspects are challenging and not standardised. The types of analyses applied in this study enhanced the in-depth analyses of the data that was then included into one framework. The data was empirically tested and found to be reliable. The empirical testing of all aspects in a South African context was different and innovative, which finally created a detailed picture of South Africa‟s image as a tourism destination. Finally, the practical contribution of this study is that the framework developed for this study can be used by tourism organisations of various types in planning and implementing marketing strategies. The framework can direct their advertising and staff training; and improve the general tourism product of South Africa. The framework can also be applied to other tourism destinations. Clear recommendations were made regarding the focus of marketing strategies and building the image of South Africa. It was recommended that the framework developed in this study be implemented by national tourism organisations such as SA Tourism, as well as provincial organisations such as Tourism Boards. Product owners can benefit from the framework by considering some of the influential aspects in their product development and marketing strategies. Lastly, all marketing strategies and plans for South Africa should be focused on improving the cognitive, affective and conative image of South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

The tourism industry is an extremely competitive industry which is mainly caused by the ever changing needs of tourists. However, despite the constant change in tourist behaviour, violent terrorist attacks on countries across the globe and the weakening of the world economies, the tourism industry showed significant growth over the last few decades. The fast growth rate of tourism has also lead to the tourist being more aware of ecotourism destinations and the key role these destinations play in conserving the natural and cultural environments in the midst of globalisation and urbanisation. The pressure on ecotourism destinations such as national parks is increasing as more and more natural land are being taken up for urban development. In the case of South African National Parks (SANParks), the decrease in government funding pressurizes the resources and national parks have to identify ways to generate their own income through tourism activities. SANParks manages 22 national parks across South Africa with the aim to conserve South Africa’s biodiversity, provide recreational activities for tourists and build long-term relationships with the local communities to enhance the communities’ quality of life. Hence, in order to remain competitive it is important to determine the parks' competitive advantages. Therefore the aim of this study was to develop a competitiveness model for SANParks by using the Kruger National Park as case study. The Kruger National Park is not only one of the largest and most recognised national parks in the world, but also boasts with a large variety of fauna and flora, variety of accommodation facilities such as bush lodges, chalets and camping facilities as well as various tourist activities. The literature review indicated that destinations differ from each other and therefore ecotourism destinations such as national parks would have a distinct set of competitive advantage factors. However, these factors can only be determined if the needs of tourists are anticipated and park specific products and services are developed to satisfy the needs of visitors to the park and ultimately lead to tourist loyalty. Once a competitive position has been established, a national park can obtain benefits such as an increase in tourist numbers and revenue delivery of high quality products and services at the park as well as trigger a higher quality of life for the local community. If managed accordingly, the park might experience sustainable growth as well as increased profit margins. The data for the study was collected by means of a questionnaire survey at four of the Kruger National Park's rest camps during the period 26 December 2013 and 4 January 2014 which is the festive season in South Africa. The rest camps that were included in this survey were Olifants (74 questionnaires); Skukuza (213 questionnaires); Lower Sabie (98 questionnaires) and Berg-&-Dal (51 questionnaires). A total of 436 completed questionnaires were administered and further analysed. Descriptive statistics were used to profile the respondents while two factor analyses were done on the competitive advantage factors and tourist motives for travelling to the Park. The factor analyses identified five competitive advantage factors of which Wildlife Experiences and Marketing and Branding were regarded as the most important factors. The other three competitive advantage factors were Accommodation and Retail, Visitor Management and Suprastructure and Amenities. Four motivational factors were identified namely Experience and Relaxation, Lifestyle, All-Inclusive Destination and Value. The identified factors were further used in an ANOVA analysis and the results showed that socio-demographic characteristics such as home language, province of residence, level of education and marital status have all significant differences based on the five competitive advantage factors as well as the four motivational factors The t-test analysis presented a few statistical significant differences between the independent variables or group of individuals. These differences were based on the respondents’ demographic and behaviour characteristics with regards to the competitive advantage and motivational factors. However, the strongest statistically significant differences were based on the behavioural characteristics of tourists travelling with children to the Park, Wild card holders, tourist reading magazines, previous visits to the Park and differences between tourists making use of chalets and camping facilities. A Structural Equation Model was applied to confirm the results that were obtained from the analyses. The SEM indicated that tourists’ motivations have a significant influence on the factors that tourists identified as competitive advantage factors for the Kruger National Park. This research made three distinct new contributions. Firstly, competitive advantage factors were specifically identified for ecotourism based destinations such as national parks from a demand side. Also, the tourists motivation for travelling proved to hugely influence these competitive advantage factors. Secondly, a competitiveness model was developed specifically for national parks within South Africa. The proposed model could assist national parks across South Africa to obtain a competitive advantage among its competitors based on park specific factors. Lastly, the concept of competitiveness has not yet been applied within the ecotourism and nature-based tourism destinations context. This study described the concept of competitiveness with the focus on national parks as ecotourism destinations and the aspects that need to be taken into consideration when analysing the concept in such a context. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Since the 1970s when the first destination image studies were performed, this topic has become one of the most predominant in the tourism marketing literature. Destination image within the tourism industry is essential, as most tourism products are services rather than physical goods, and can often only compete by means of the image they portray. The image of a specific destination is a major element in the final decision when selecting the destination. Both positive and negative images occur, together having a great impact on the travel and tourism industry. Destinations therefore have to create images of their location and what they have to offer to help differentiate them from their competition. Therefore, potential tourists rely on their mental images when deciding to visit one destination over another. Different influences emerge within tourist decisions, which affect their ultimate experience. It is therefore clear that, to understand tourists‟ needs and wants, relationship building is important and this could assist with the marketing of products or services. Marketing plays a central part in tourism, since consumers need to travel to a certain destination to see, feel or test the product that is to be purchased and evaluated. Image is formed based on three main components. These are: cognitive (what one knows about a destination), affective (how one feels about what one knows) and conative components (how one acts on this information). To date, various image models have been developed. However, none of these have been applied to, tested in, or developed for South Africa. It is therefore important to know how tourists formulate a destinations‟ image as well as what influences their image regarding a destination. Therefore, to achieve this and the goal of this study, which is to develop a framework for the optimisation of the image of South Africa as a tourism destination, a comprehensive review of marketing and destination image literature was performed, subsequent to which the research was conducted. After having conducted the literature review and gathered expert advice and opinions, various literature-based attributes were identified. A total of sixty-three attributes were acknowledged whereafter these were sifted and grouped into Cognitive, Affective and Conative attributes. After taking expert advice into consideration, these attributes were once again sifted and it was determined whether they were applicable for this research. A total of fifty-seven attributes remained important and formed part of the questionnaire. Forty-two attributes were Cognitive, twelve Affective and three Conative. The research was conducted at the international departure area of a major international airport in South Africa. The respondents consisted of international tourists that were returning to their home countries after visiting South Africa. A total of 500 questionnaires were distributed of which 474 questionnaires were obtained. Of these, 451 questionnaires were usable for this study, as 23 questionnaires were incomplete and not usable. The number of questionnaires was therefore representative of the target population and further analysis. After the questionnaires for this study were gathered, the primary data was captured and analysed. Different types of data analyses were used in this study: Firstly, descriptive analysis to determine findings concerning the demographic profile of respondents and the respondent‟s travel behaviour whilst visiting South Africa. Secondly, factor analyses to factorise the image attributes into image factors; and to factorise external aspects into factors and determine how these affect image formation. Thirdly, ANOVAs (One-way analysis of variance) were conducted where more than two categories formed part of the question, t-tests were conducted to compare the image factors with questions consisting of only two categories and Spearman rank correlations were conducted to describe the strength and direction of the linear relationship between selected variables. Finally, Structural Equation Modelling was used to empirically test the framework and evaluate how well the data supports the hypothesised model. The first factor analysis resulted in 13 reliable and valid factors, which consisted of the cognitive, affective and conative image attributes. These factors, together with the factors of the second factor analysis (Media, Political and Iconic aspects) were used as constructs in the Structural Equation Modelling analysis. After having combined the results of all the different analyses, a framework was developed that identifies the aspects influencing South Africa‟s image. Some of the main findings were that media, political happenings and iconic aspects directly influenced cognitive, affective and conative images. Novel to this study was the significant influence of icons. Interestingly, demographic information only affects cognitive image and neither affective nor conative image. Travel behaviour contributes to the formation of cognitive, affective and conative image.However, surprisingly, the lack of influence from travel agents and travel guides was also depicted in the results. This framework emphasises the importance of pre-, onsite and post-experiences as well as communication in image formation. This study contributes academically, methodologically and practically. Academic contributions include empirically testing the framework, which significantly contributes to literature; and the innovative inclusion and assessment of icons adds a new dimension to image formation in literature. From a methodological point of view, it is clear that the analyses of all influencing aspects are challenging and not standardised. The types of analyses applied in this study enhanced the in-depth analyses of the data that was then included into one framework. The data was empirically tested and found to be reliable. The empirical testing of all aspects in a South African context was different and innovative, which finally created a detailed picture of South Africa‟s image as a tourism destination. Finally, the practical contribution of this study is that the framework developed for this study can be used by tourism organisations of various types in planning and implementing marketing strategies. The framework can direct their advertising and staff training; and improve the general tourism product of South Africa. The framework can also be applied to other tourism destinations. Clear recommendations were made regarding the focus of marketing strategies and building the image of South Africa. It was recommended that the framework developed in this study be implemented by national tourism organisations such as SA Tourism, as well as provincial organisations such as Tourism Boards. Product owners can benefit from the framework by considering some of the influential aspects in their product development and marketing strategies. Lastly, all marketing strategies and plans for South Africa should be focused on improving the cognitive, affective and conative image of South Africa. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

Travel periodicals are one of the means, how can readers - potential tourists to learn about a specific destination, or be motivated to visit presented country. This diploma thesis describes the development and transformation of the tourism magazines that are published in the Czech Republic after 1989. The attention is focused on the title COT business (for professionals) and National Geographic (for the public). Although targeted at different audiences, both periodicals bring news and coverage from destinations, interviews with travelers, practical travel advices and thus contribute for the increase or decline of demand for various places. Selected magazines gradually gained a strong position on the Czech media market and can be thus described as prototypes in their segment. Especially in recent years in comparison with the competition selected periodicals have declined in sold costs, advertising revenues and readership. The aim of this thesis is to investigate the market overall with selected travel periodicals and also identify opportunities that should selected titles (publishers) include into marketing planning, if they want to stay "leaders" on the media market. The thesis also presents a case study that is comparing the framing methods of selected destinations in order to determine, to what...

O presente trabalho aborda questões relativas a análises de comportamento da demanda por transportes jogando luz sobre as questões de gênero. A revisão de literatura explora os conceitos de gênero, mobilidade e acessibilidade, bem como busca apresentar resultados de estudos que analisaram o que ocorre nas intersecções destes conceitos. Para investigar a sobreposição dessas áreas na Região Metropolitana de São Paulo foram utilizados os dados das Pesquisas Origem Destino de 1977, 1987, 1997 e 2007 da Cia. do Metropolitano de São Paulo. Esta dissertação 1 estuda longitudinalmente os padrões de mobilidade e investiga a hipótese de que existem diferenças entre os padrões de mobilidade feminino e masculino. Foi construído um banco de dados unificado, base necessária para a elaboração de estatísticas descritivas, análises de conglomerados e regressões logísticas que pretenderam identificar grupos de comportamentos semelhantes, traçar os perfis dos grupos formados e elencar variáveis dependentes e explicativas relevantes para concepção de modelos de análise desagregada de demanda de transportes. Os grupos formados na análise de conglomerados majoritariamente coincidiram com os anos das pesquisas, comprovando a necessidade de se fazer análises longitudinais. Por fim, foi realizada outra segmentação articulando as variáveis sexo e situação familiar, buscando melhor caracterizar o gênero como categoria de análise. Para esta última segmentação, foram realizadas regressões quasi-poisson considerando as variáveis relevantes indicadas nas etapas anteriores. A partir desse conjunto de regressões, assim como algumas estatísticas descritivas já davam pistas, foram encontradas diferenças no número total de viagens de homens e mulheres condicionados a diferentes papeis familiares. A compreensão de que grupos de diferentes perfis sócio-econômicos têm diferentes mobilidades e acessibilidades pode beneficiar a área de planejamento de transportes a desenvolver políticas voltadas a algum segmento de interesse e, assim, fazer uso mais eficientes dos recursos públicos. Palavras-chaves: O presente trabalho aborda questões relativas a análises de comportamento da demanda por transportes jogando luz sobre as questões de gênero. A revisão de literatura explora os conceitos de gênero, mobilidade e acessibilidade, bem como busca apresentar resultados de estudos que analisaram o que ocorre nas intersecções destes conceitos. Para investigar a sobreposição dessas áreas na Região Metropolitana de São Paulo foram utilizados os dados das Pesquisas Origem Destino de 1977, 1987, 1997 e 2007 da Cia. do Metropolitano de São Paulo. Esta dissertação 1 estuda longitudinalmente os padrões de mobilidade e investiga a hipótese de que existem diferenças entre os padrões de mobilidade feminino e masculino. Foi construído um banco de dados unificado, base necessária para a elaboração de estatísticas descritivas, análises de conglomerados e regressões logísticas que pretenderam identificar grupos de comportamentos semelhantes, traçar os perfis dos grupos formados e elencar variáveis dependentes e explicativas relevantes para concepção de modelos de análise desagregada de demanda de transportes. Os grupos formados na análise de conglomerados majoritariamente coincidiram com os anos das pesquisas, comprovando a necessidade de se fazer análises longitudinais. Por fim, foi realizada outra segmentação articulando as variáveis sexo e situação familiar, buscando melhor caracterizar o gênero como categoria de análise. Para esta última segmentação, foram realizadas regressões quasi-poisson considerando as variáveis relevantes indicadas nas etapas anteriores. A partir desse conjunto de regressões, assim como algumas estatísticas descritivas já davam pistas, foram encontradas diferenças no número total de viagens de homens e mulheres condicionados a diferentes papeis familiares. A compreensão de que grupos de diferentes perfis sócio-econômicos têm diferentes mobilidades e acessibilidades pode beneficiar a área de planejamento de transportes a desenvolver políticas voltadas a algum segmento de interesse e, assim, fazer uso mais eficientes dos recursos públicos. / The study focus on the analysis of travel behavior from the perspective of gender. The literature review explores the concepts of gender, mobility and acessibility, searching for results in the intersection of these concepts. The study uses data from the Origin- Destination surveys for the Metropolitan Area of São Paulo, conducted in 1997, 1987, 1997 and 2007. Longitudinal analyses using different approaches explore the hypothesis that there are systematic differences in travel and activity patterns between genders. A unified database was constructed, allowing the longitudinal analysis of descriptive statistics, to perform cluster analysis and to estimate logistic regressions. The results allowed the identification of groups of similar behavior, to look at their composition and to select relevant dependent and explanatory variables for disaggregate modelling of travel demand. Groups resulting from cluster analysis have coincided with each of the four data collection periods, confirming the need to conduct longitudinal analyses. To better represent the concept of gender, a combination of the variables sex and position in family structure were used to define segments for analysis with quasi-poisson regression, using variables selected from previous stages of analysis. The results indicate significant differences in the daily number of trips between men and women, conditioned by their family roles. The understanding of these differences can improve transportation planning and policy making.

Apresenta-se um procedimento para estimativa da matriz origem-destino (O/D) a partir de um modelo de escolha discreta em combinação com uma matriz O/D de transporte público, a qual pode ser estimada de maneira relativamente fácil e rápida. O modelo de escolha discreta utilizado para realizar a divisão modal é o modelo logit multinomial. A calibração do modelo logit é realizada com base em 505 observações e considerando três situações: a população de viajantes sem segmentação, com segmentação segundo posse de automóvel no domicílio, e com segmentação segundo a distância de viagem. Analisa-se a precisão da estimativa do número de viagens quando as zonas de controle que formam a área de estudo são divididas segundo o critério de distância de acesso às linhas de ônibus. Na verificação realizada são empregados dados obtidos da pesquisa domiciliar realizada na cidade de Bauru, SP. Os erros cometidos na estimativa são medidos e comparados com os resultados obtidos na pesquisa domiciliar sem expansão. O trabalho demostrou experimentalmente que o procedimento proposto é uma alternativa viável para se obter a distribuição de viagens e, portanto, para determinar a matriz O/D. / A procedure is presented for estimating an origin-destination (O/D) matrix using a discrete choice model jointly with a public transport O/D matrix; the latter being relatively easy and fast to obtain. A multinomial logit discrete choice model is used to determine the mode split of travelers among several available modes. The model is estimated using a sample of 505 observations chosen from a household 0/D survey in the city of Bauru, state of Sao Paulo. This survey is used throughout to verify the results of the proposed methodology. Three different models are considered: one without segmentation of the population, one with segmentation according to car ownership and one with segmentation according to travel distance. An examination is made of the changes on the level of precision of the number of trips estimated with the division of the control zones that conform the study area; the aforementioned division was carried out on the basis of an access distance to the bus network criterion. The estimation errors are measured and compared to the unexpanded O/D survey results. The research shows empirically that the proposed procedure can be used to obtain the distribution of trips and hence to determine an aggregate O/D matrix.