Measuring factors influencing valuation of nonmotorized improvement measures

This paper presents the application of a new methodology for data collection based on multiple survey methods to study how drivers and transit users value nonmotorized improvements. This multi-method survey consisted on a combination of user's willingness to change, stated tolerance and contingent valuation experiments. Random parameter probit models were used to analyze data on willingness to cycle. Willingness to change to cycling is related to travel purpose, transportation mode, travel time and education level. Policies for promoting the use of bicycles should target these profiles so as to be more effective. Random parameter ordered probit models were used to study how different cycling measures were valued by respondents. The protection and maintenance of cycle lanes are significantly more valued than other improvement measures. The design of future cycling facilities should consider increasing safety and travel time reduction. Senior citizen's willingness to change to cycling value to a lesser extent cycling improvement measures than people traveling to work or study. Strategies to promote cycling in each case are discussed. (C) 2014 Elsevier Ltd. All rights reserved.