Methodology for Evaluating Driver’s Attitudes towards Transportation Demand Management Strategies in Lahore, Pakistan

Abstract

The transportation demand management (TDM) strategies consider as an important tool to solve urban congestion related problems both in objective and subjective manner. This study attempted to explore attitudes of rickshaw, taxi, and truck drivers towards soft and hard strategies considering driver’s various lifestyles and attitudes. Structural equation modeling (SEM) technique used in order to predict driver’s behavior towards each specific TDM strategy using the behavioral theories as a frame of reference. A questionnaire survey conducted in Lahore and 126 samples obtained. The questionnaire items mainly consisted of socio-economic characteristic, driving characteristics, and various statements regarding lifestyles, driving, social and learning attitudes. Survey results depicted that drivers have favorable evaluation of soft strategies as compare to hard strategies. The strategies have ranked considering driver’s perceptions such as advance traffic information first; education and awareness programs second; willingness to pay road tax third and support to increase in carbon tax on gasoline fourth. SEM results reveal that social, learning, and driving related attitudes are significant determinants of driver’s attitudes towards specific TDM strategy. The findings revealed that different attitudes are related differently (positively or negatively) with each strategy. It has also found that all attitudinal factors have positive relationship with drivers’ moral obligation to protect environment from negative impacts of traffic such as air pollution. It can argue that driver’s attitudes have important implications for the consideration of any TDM strategy. This study implicates that acceptance level of hard strategies can enhance by highlighting the incentives associated with a particular strategy through marketing programs or traffic information media. It hypothesizes that transport planners and policy makers should give proper attention to driver’s lifestyles and attitudes in considering and implementing TDM strategies.

Keywords: transportation demand management, traffic management, traffic congestion, driver’s behavior, lifestyles, attitudes