Analysis of Road User’s Perceptions to Radio Traffic Information in Lahore, Pakistan

Provision of advance traffic information to travelers has become an important task in developing countries where accessibility and affordability of travelers are critical issues. Insufficient financial and technical resources are also important matters in deciding nature of traffic information system. Therefore, this study attempts to explore the potential and effects of radio traffic information on traveler’s trip making and their future preferences with it. This traffic radio provides information for the road users during congestion and unexpected traffic restrictions on roads. Survey results reveal that such simple audio traffic information media is very useful in making effective trip choices i.e. route, departure time and mode. Results of structural equation modeling depict that future preferences are strongly related to current listening propensity and satisfaction with service quality. This study would be helpful to make necessary improvements in service quality of traffic radio.