Modeling Impacts of Traffic Information on Driver's Route Choice Decision: An Empirical Analysis of Bangkok Expressway's Motorists

Variable Message Signs (VMS) are typically utilized to display traffic information and are expected to help motorists plan and make better decision for their travel. The objective of this study is to evaluate motorist’s awareness and decision regarding text message and color-coded traffic information on the VMS display. Samples are taken from Bangkok motorists by means of questionnaire surveys. Results from ordered discrete modeling reveal that altering various message types on the VMS has no effect on driver’s route choice at 95 percent confidence level. However, the color-coded traffic information can significantly influence driver’s decision. Others significant variables include driving frequency, daily distance traveled, and awareness of pre-trip traffic information. The current findings could help developing appropriate contents for VMS display that are useful, correct, and consistently meet motorist’s demand.