Assessing Road Users’ Preferences for Various Travel Demand Management Strategies for Adoption in Accra, Ghana

The rise in population density, vehicle ownership, and urban development has significantly influenced travel demand and altered travel patterns, leading to traffic congestion in rapidly growing urban centers such as Accra, Ghana. The traditional approach of expanding roadways to accommodate rising traffic is no longer environmentally sustainable. Instead, the emphasis has shifted toward travel demand management (TDM) strategies as a more sustainable solution. This study aimed to investigate a range of TDM strategies that can be adopted in Accra to improve traffic flow through the lenses of everyday road users. The study employed a questionnaire survey and a stratified sampling technique to gather data from 615 respondents for relative importance index (RII) ranking and Chi-square statistical analysis. The findings revealed that the topmost preferred strategies were mass transit improvements, walking and cycling improvements, and alternative work schedules. Notably, mass transit improvements emerged as the most preferred strategy. Conversely, strategies like efficient parking pricing, congestion pricing, and higher fuel and road taxes for private vehicles ranked lowest, garnering minimal preference. The study also revealed a statistically significant correlation between variables such as age, education level, marital status, income level, and mode of transportation and all the selected TDM preferences. However, no significant relationship was found between gender or car ownership and any of the selected TDM preferences. The study provides valuable insights into road users’ preferences for TDM strategies that can aid in planning future urban mobility systems to proactively manage travel demand, alleviate congestion, and promote sustainable transportation options for the city’s residents.