The accelerating pace of urban development has given birth to the large-scale transportation pivot, in which abundant passengers are abstracted. Passengers often have difficulty in obtaining reader-friendly guidance information in this area, inversely been confused with complicated layout of transportation pivot and hard to find an appropriate measure to optimize their trip. This paper describes a choice behavioral model based on principal components analysis to SP survey data. The model was used to determine the demand intensity of different guidance information for various kinds of passengers, which influences design of the passenger guidance information system in transportation pivot. The procedures were applied to the passenger guidance information system of Hongqiao comprehensive transport hub in Shanghai.