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UNDERSTANDING TRAVELER PERCEPTIONS RELATED TO NORTHERN CALIFORNIA/SOUTHERN OREGON CORRIDOR CHALLENGES: A FIRST STEP IN DEPLOYING ADVANCED TRAVELER INFORMATION SYSTEMS IN RURAL AREAS

As part of the Northern California/Southern Oregon Rural Intelligent Transportation Systems (ITS) Area-wide Travel and Safety Improvement Program (COATS), a traveler-needs survey was conducted. The anterior objective of the traveler-needs survey was to understand travel challenges, such as slow-moving vehicles or animals in the roadway, specific to northern California and southern Oregon as perceived by the rural traveler. Posterior objectives were to determine what information the rural traveler needs and wants, the medium through which information would be presented to the traveler, and where the traveler would want this information presented. The top eight concerns of the 1,040 general traveler respondents when traveling throughout the Northern California/Southern Oregon corridor, in order of importance, were passing trucks and other heavy vehicles; road conditions like ice, snow, rain, or fog; driving through construction zones; debris, objects, or animals on the road; driving on hills or curves; encountering slow-moving vehicles; lack of information from signs along the road; and running off the road. Regional data such as this can be used by the California and Oregon Departments of Transportation and other agencies to deploy a successful advanced traveler information system, providing a safer, more enjoyable driving experience to travelers in the region.