Abstract
Modifying travel behavior is a pressing issue in the face of increasing urbanization and the challenges that poses for existing infrastructure and deteriorating environmental conditions. Such challenges are particularly acute in cities which have a rich history and which have seen substantial population growth. One such is Isfahan, the third largest city in Iran, where the current study was conducted. Successful modification of travel behavior relies on an understanding of that behavior, but there are substantial methodological and theoretical barriers to doing so. This study reports a survey (N = 400) of Isfahan residents and visitors, and the modeling of the resulting data using a fuzzy logic approach. Together they illustrate the relative desirability, and potential effectiveness, of different Travel Demand Management strategies that might be employed to address the traffic challenges of Isfahan and other heritage cities worldwide.
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