Is hybrid measure an effective instrument for behavioural modal shift decisions to mitigate traffic congestion

This paper investigates the influence of a hybrid measure (systemic measure with enhanced transit service) on mode choice decisions for the success of congestion pricing (CP). The term hybrid measure is introduced in this research and the effect of this measure has not been given due attention especially in emerging economies. The hybrid measure consists of 1) push measure, i.e., CP; 2) pull measures for public transit, i.e., lesser number of transfers, lower- access, egress and in-vehicle time, reduced transit travel cost, decreased headway; 3) improvements in transit service, i.e., availability of air-conditioning, increased ease of boarding, lesser onboard crowdedness. We conducted a choice experiment considering several CP scenarios and collected 1028 responses with complete information related to commuters' socio-demographics, travel characteristics, etc. Results from multinomial logit modelling analysis indicated that CP coupled with the availability of air conditioning and ease of transit boarding would attract car commuters towards public buses. Seamless and reduced number of transfers to public buses would also play a major role in improving public bus ridership while implementing CP. We found that commuters' WTP is maximum towards the improvement in ease of boarding and reduction in access time attributes. Also, while estimating the modal trade-off among various generated scenarios, we found that public bus has a maximum probability of being preferred (68.5%) for block C second scenario: ease of boarding, availability of air conditioning are maximum, onboard crowdedness, access and egress time are minimum, and congestion charge for car commuters is highest. Thus, it is believed that a hybrid measure may get larger acceptance than a standalone implementation of push/pull/systemic measures to alleviate congestion and decarbonise urban transport network activities.