Travel Demand Management in an Auto Dominated City: Can Travel Behaviour Be Nudged in the Kingdom of Saudi Arabia?

Car ownership and use in the Kingdom of Saudi Arabia (KSA) are very high due to the high income, the low fuel prices and the near absence of public transportation in the Kingdom. Currently, the Kingdom is going through a massive transformation and entering a new era of national reforms. One of the main aims of the national reforms is to reduce car dependency and enhance more sustainable options of travel such as public transportation in the KSA. In order to achieve such an aim, there are two hurdles: Firstly, there must be a provision of decent public transportation options, and secondly, there is a need to influence travel behaviour and encourage the shift from private cars to public transportation. For example, in Riyadh city, an impressive metro system is being constructed and will start operation in 2023. To influence travel behaviour, travel demand management measures (TDM), in particular pricing measures, can be adopted and implemented, in order to help and support achieving the target. The main aim of this paper, therefore, is to assess the attitudes of Saudi nationals towards-and willingness to accept-pricing measures and their possible impacts on their travel behaviour in the city of Riyadh. The methodology includes collecting data using an online survey on travel behaviour and attitudes in Riyadh and calibrating multinomial logit modal choice models. The participants in the survey were asked to report their support of the pricing measures for the objective of reducing congestion in the city, improving road safety or reducing travel time. The results show the highest support towards pricing measures for improving road safety, reducing travel times and, lastly, reducing congestion in the city.