Dynamic Message Sign Deployment and Diversion Behavior of Travelers on Central Florida Toll Roads

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Advanced traveler information systems are particularly helpful in supporting route diversion decisions. The effect of information on diversion behavior on nontolled roads is well documented in the literature. Revealed and stated preference studies traditionally have been conducted to analyze route diversion behavior. However, the effect of realtime traffic information on the behavior of toll road users is unexplored. This study examines the behavior of toll road users in Orlando, Florida. Orlando is serviced by a toll road network where dynamic message signs (DMSs) provide real-time travel time information to travelers. The response of toll road users to information was expected to differ from that of non-toll users. To capture the effects of information, specifically the DMS, a survey was conducted in two phases: predeployment (with only one DMS installed) and postdeployment (after 29 DMSs were installed). A detailed behavioral data set with rigorous modeling was used to investigate the relationship between information and travel decisions in the context of toll road trips. The surveys revealed that higher travel time savings due to diversion, 511 use, and toll payment by cash were associated with a greater propensity to divert in postdeployment. Travelers who experienced abnormal travel times or who reported that DMS helped them during congestion were more likely to divert. The study further showed that toll road users might have more inertia and avoid leaving the toll road than non-toll road users. Implications of the results are discussed.