Providing traffic advice to travelers is generally considered to be a powerful travel information-related travel demand management. Many researchers studied travel behavior based on SP surveys or Computer simulation. However, Both methodology have distinct limitations, because respondents may not be able to assess properly the merits of each alternative. The ideal way to study traveler decision making under real-time information is through direct observation of actual decisions in real world systems while measuring all relevant factors. Recently, GPS has been used as an effective means of collecting activity travel data. In terms of route choice, GPS provides detailed travel information about trip speed and precise observation of routes.This study analyze a variety of factors affecting traveler;;s compliance utilizing navigation log historical data provided by SK Tmap. Through extensive literature review, many route and trip factors was investigated. This study analyze the relationship 11 route and trip factors with driver;;s compliance rate. In result, time flexibility has a critical impact on driver;;s compliance to route guidance information where the socio-economic index of destination is high like Yeouido, Yeoksam district. And the hierarchy of road also affects compliance to route guidance information when driver enters Seoul form Incheon or Gyeonggi. That is, compliance behavior to route guidance information changes according to the background like socio-economic index of destination and The result of this study contribute the evolution of the traffic system through its effect on users’;; day-to-day decision processes.
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