Traveler Response to New Dynamic Information Sources: Analyzing Corridor and Area-Wide Behavioral Surveys

Intelligent Transportation Systems present a well-known innovation opportunity to address urban congestion and allow greater access to transportation networks. New sources of travel information are emerging rapidly and they are likely to significantly impact traveler decisions and transportation network performance. To assess the value and impact of these new sources, this paper develops a comprehensive conceptual model based on information processing and traveler response. Specifically, the model accounts for the effect of information source, content and quality on information access and travel behavior. The paper presents empirical evidence from several behavioral surveys conducted in the San Francisco Bay Area between 1995-1999.The surveys used innovative methods to study the response of the whole population, response of people more inclined to use information technology (early adopters), and traveler decision-making in high-benefit incident situations. The conceptual model helps us integrate and interpret empirical findings from the surveys. We discuss the issues of access to new and conventional technologies and services, their current market penetration levels, switching behavior regarding new information sources/information service providers, desired information content and willingness to pay for dynamic information. The opportunities and limitations of new technologies and the implications for future technology implementations are discussed.