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Mobile Information Systems
Volume 2017 (2017), Article ID 6310827, 10 pages
Research Article

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

School of Computer Science and Technology, Tianjin University, Tianjin 300072, China

Correspondence should be addressed to Guang-quan Xu

Received 24 January 2017; Accepted 1 March 2017; Published 20 March 2017

Academic Editor: Jaegeol Yim

Copyright © 2017 Wen-jun Wang et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


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.