In this study, intercity market segments based on traveler attitudes were identified using structural equation modeling. The study focused on rural and small urban areas, using survey data for residents of North Dakota and western Minnesota. Attitudes toward travel time, flexibility, and privacy were found to have the strongest explanatory power. The socioeconomic profile of each market segment was identified. Mode shares for automobile, air, intercity bus, intercity rail, and van service were estimated for each market segment.