Differentiated Travel Demand Management Based on Travellers' Heterogeneous Preference: A case study of Beijing subway peak-avoidance policy

The rapid increase in urban traffic demand is placing growing pressure on transport demand management (TDM) measures. Experience has shown that a reliance on expanding transportation infrastructure is insufficient in solving congestion issues in cities. To incentivize residents to choose sustainable travel behaviors, growing attention has been paid to TDM measurements. However, current urban practices invariably adopt “one-size-fits-all” TDM policies, which may not be effective or efficient since they ignore the heterogeneous nature of individuals’ behavior and preferences. This chapter advocates for a differentiated TDM strategy, which involves targeted interventions for distinct target groups identified by their heterogeneous characteristics and preferences. An empirical case study of the Beijing subway is used to explore the practicality of such differentiated TDM strategy.