Discrete choice models of traveler participation in differential time of day pricing programs

Tolls that vary based on time of day or congestion are gaining attention around the world as a potential travel demand management strategy that can shift peak period travel to off peak periods thereby contributing to peak period congestion relief. However, despite the widespread interest in the concept, there is very little empirical data available on the tolls on traveler choices and disaggregate models that can be used to predict traveler response to variable pricing are few. This paper reports on results from two bridges with differential time of day tolls in the Lee County area of Florida in the United States. Using travel survey data collected at these two bridges, discrete choice models of traveler response to the variable toll rates are estimated. The models indicate that travelers who are retired, have a low income, have flextime at their place of employment, or have a flexible travel schedule are more likely to alter their time of travel with greater frequency due to the variable toll.