Taveler Behavior.docxVIP

PAGE PAGE 20 An Exploratory Study on Modeling Traveler Behavior: Survey and Game Design An Exploratory Study on Modeling Traveler Behavior: Survey and Game Design Dong Pan George Washington University  Abstract This study first aims to understand the potential determinants of active transportation. Using the current existing model: theory of planned behavior, it is supposed that traveler behavior is completely reasoned generated by intention and habit is added as a supplementation to this model. To settle the determinants of intention and habit into a finite number and measureable set, surveys are designed to investigate participants’ intention and habit. Then in the gaming environment, participants would go through an entire trip chain (from initial decision making to arriving at destination, re-decision allowed before and along the trip). Data collection is ongoing on the process. This would further help analyze how to lead travelers to overcome their habits and provide guideline for the transportation management strategies (specifically, ATDM in this study). Keywords: traveler behavior, theory of planned behavior (TPB), habit, survey and game design  Literature Review The Theory of Planned Behavior To gain an understanding of the determinants of active transportation, models from several research areas have been used, including social marketing, social-ecologic models, and urban design and planning models (Giles Donovan, 2003; Handy Boarnet, 2002; Baranowski et al., 2003; Saelens et al., 2003; as cited by de Bruijn et al., 2009). Additionally, theoretical models that emphasize cognitive evaluations and planned intentions have guided research on the determinants of active transportation. These latter models include social-cognitive theory, the transtheoretical model, and the theory of planned behavior (Ajzen, 1991). According to the latter, behavior is primarily determined by intention, a motivational state toward being physically active. Intention is theo