Modeling the Perspectives of Changing the Behavioral Habits of Personal Vehicles Users in the Using Public Transportation (Case Study: Tabriz Metropolis)

To understand the background of current travel model is a key issue in the efficient development of urban transport planning, because identifying the mode and factors of travel choice is important to facilitate behavior change. In most cases, the realities of transportation on behavioral approaches are explained better than the logic models. The objective of this paper is to analyze the impact of various factors on the choice of the way of travel for users of personal and public transport. Therefore, conceptual model of travel habits was designed by combining the constraints on the choice of perceptual behavior and planned attitude. Based on the objective, the methodology of this study is of the type of applied-developmental research and also descriptive, analytical and survey method in terms of objective and also, nature and method, respectively. Data were collected through questionnaires and obtaining public comments according to the general displacement in Tabriz city. The sample was estimated using Cochran formula for 1,100 people in 166 traffic area of Tabriz. The results of the Structural equation modeling of travel pattern represent a variance more than 17 percent in private vehicle users and more than 14 percent in public transport users. Other factors such as attitudinal and choice constraints were not so important. Unlike the results of structural equation modeling, attitudinal believes provide possibility of prediction. Accordingly, through binary logistic regression, the willingness of travellers in using public transport was studied, suggesting a significant negative effect of travel habits on the probability of choosing public transportation. Based on the findings of this study, strategic suggestions have been presented aimed at breaking unsustainable driving habits and forming new sustainable habits.