Because of high number of fatalities among Pedestrians and the direct and indirect costs that is imposed to the society, improving facilities which make the cities much more safer for pedestrians has become a main concern for policy makers. This study focus on measuring the idea of the studied sample by examining the willingness to pay for facilitating their cross passing and increasing safety while crossing the street.
Three different scenarios including crossing the street with zebra crossing facilities, installing pedestrian traffic light, and constructing a pedestrian overpass equipped with escalator had been presented to respondents. The research was conducted based on a stated preference method and a questionnaire which asked about pedestrian’s demographic characteristics, travel characteristics and scenarios. For each one of the alternatives, four different pricing scenarios had been presented and discrete choice modelling were used for modelling the choice behavior of pedestrians.
The results indicated that as the age increases, the willingness to pay would be reduced in all three scenarios. As the level of education increases, the willingness to pay in the first and third scenario decreases. In all three scenarios, with increasing the average household income to more than 4 million tomans, the likelihood of unwillingness to pay decreases. Individuals with average household income less than one million tomans and 1 to 2 million tomans are reluctant to pay. Of the scenarios in question, in cases where there is a willingness to pay, the tendency to pay 10 000 tomans is the most pricing scenario which is chosen for zebra crossing and traffic lights installation for pedestrians.
For all scenarios, unwillingness to pay is the most frequent. Also, with increasing in the proposed payment, the tendency of willingness to pay decreases.
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