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An experimental study on learning effects on mode choice behavior in dynamic park and ride

This study examines the learning process of users in mode choice behavior through an experiment on iterative trips simulating Dynamic Park and Ride (DP&R) as a new Travel Demand Management (TDM) scheme. The learning process is reviewed by three different analyses: 1) a cross-sectional analysis, 2) a longitudinal analysis using pooled data on experiences in the most recent trial, and 3) a longitudinal analysis that takes into account the cumulative effects of all preceding trials. Findings are summarized as follows: travel times expected by participants have an effect on mode choice, and past experiences as well as the most recent experience also have an effect. The paper concludes with a discussion of the importance of considering learning effects for widespread adoption of a new conceptual TDM scheme.