The purpose of this study is investigating efficient methods incorprating the heterogeneity of individual into the travel mode choice models. In this study, we propose two different market-segmentation approaches. One approach is a market segmentation by individual specific estimates obtained from a number of SP data of an individual. Another is a market segmentation by latent attitudinal variables. Then we applied these proposed methods to the mode choice SP data setting up virtual high-speed ferry and mode choice RP data. Finally, we got efficiently and interesting results, however some investigations are acquired.