“…Generally speaking, as per Chorus (2012) , there are two perspectives to the benefits of personalized smartphone apps: (i) services remember and learn from passenger choice profiles and allow predicting passenger mobility and issuing context-sensitive personal advice ( Lathia et al, 2013 , Bouhana et al, 2013 , Arentze, 2013 ), and (ii) services prioritize passenger preferences over other attributes ( Peng and Huang, 2000 , Zografos et al, 2009 , Chorus et al, 2009 ). This study will construct an adjusted framework to capture both perspectives, proposing that perspective (i) be addressed by a big data center, wherein various data sources are stored and utilized to predict passengers’ travel behavior and to assist operators in making realtime operational decisions, and perspective (ii), the core of this study, be addressed by developing a personalized route guidance methodology considering passenger preferences.…”