APPROACHES TO ASSESSING TRANSPORT ACCESSIBILITY IN MEGACITIES: APPLYING GEOMARKETING TECHNIQUES

The article is devoted to the issues of modeling the accessibility of public transport and the formation of its criteria by using geographic information systems (GIS). The paper presents an analysis of the relationship between transport development and the development of large cities. The article analyzes the world and domestic experience of using transport availability indices in urban planning policy: public transport accessibility indices; a model of transit-oriented development, examples of its practical application in various cities worldwide. Based on the study of a number of methods based on objective and subjective assessments of the level of transport accessibility, it was concluded that there is currently no universal methodology for a comprehensive assessment of the transport accessibility in megalopolises (objective and perceived). The modern possibilities of solving the tasks set by geomarketing technology based on the use of big data are identified. The practical significance of the results obtained by the authors is due to the possibility of forming, on the basis of the studied methods, a system for analyzing the transport accessibility of capital objects in Moscow, differentiating the level of transport accessibility for different groups of the population.