Travel Demand Management in an Auto Dominated City: Can Travel Behaviour Be Nudged in the Kingdom of Saudi Arabia?

Car ownership and use in the Kingdom of Saudi Arabia (KSA) are very high due to income, low fuel prices near absence public transportation Kingdom. Currently, is going through a massive transformation entering new era national reforms. One main aims reforms reduce car dependency enhance more sustainable options travel such as KSA. In order achieve an aim, there two hurdles: Firstly, must be provision decent options, secondly, need influence behaviour encourage shift from private cars transportation. For example, Riyadh city, impressive metro system being constructed will start operation 2023. To behaviour, demand management measures (TDM), particular pricing measures, can adopted implemented, help support achieving target. The aim this paper, therefore, assess attitudes nationals towards—and willingness accept—pricing their possible impacts on city Riyadh. methodology includes collecting data using online survey calibrating multinomial logit modal choice models. participants were asked report for objective reducing congestion improving road safety or time. results show highest towards safety, times and, lastly, city.