The aim of this study was to analyze the modal shift of passengers by analyzing their preferences. If the preferences of passengers are known it is possible to build up mathematically their utility function. This is the statistically correct way to simulate the modal shift of the investigated area. To capture the preferences of passengers stated preference method was used in online questionnaire. Five key factors were identified (from the point of passengers): travel cost, travel time, comfort, safety and environmental efficiency. In order to decrease the number of questions three levels were predefined these three questions made the base of the choice model. Every replier got three alternatives and they were told to choose the best for themselves. From the results of the questionnaire the formulas and the parameters of the mode choice utility function was derived. With the help of statistical sample an exponential utility function showed the best matching. For the validation process a probability model was set up to be compared to the proportions of the utilities. With this utility function it is possible to handle the changes in possible future transport services. Based on the introduced statistical approach the described method can be used to identify the effect of transport modes on regional development and tourism. The revealed utility function can help to develop proper regional development plans.