CAR COMMUTERS' MODE CHANGE IN RESPONSE TO TDM MEASURES: EXPERIMENTAL DESIGN APPROACH CONSIDERING TWO-WAY INTERACTIONS

Abstract

Many studies have shown that individuals' responses to urban traffic congestion, asusually assumed by policymakers, are significantly different from their respected actual behavior.This paper adopts a behavioral approach to examine this difference, using the design of experimentprinciples and binary logit models. In this approach, five transportation demand management(TDM) measures including three push and two pull measures were investigated. Then, effects andcontributions of the measures in diverting car commuters to seven existing non-car modes weretaken into account. This study uses the stated preferences of 288 individuals who regularly usetheir private cars to access their job locations in the central Tehran area, to calibrate seven non-carmode models. The results show that when considering each mode separately, pull measures arenecessary to regulate the market share of each non-car mode. Analysis of the effects of themeasures in considering non-car modes shows that although their contributions are about 14% fortransit accessed by walking and 7% for taxi, they have never contributed more than 5% to othermodes.