社会技術研究論文集 Vol.13, 22-31, May 2016

AN ANALYSIS OF SERVICE NEEDS FOR
SELF-DRIVE TOURIST: PROPOSING FOR BETTERPOLICIES FOR MALAYSIA’S ROAD NETWORK
Safizahanin Mokhtar1・Tetsuo SHIMIZU2
1M.Sc. (Transportation Planning) Graduate Student, Tokyo Metropolitan University (E-mail:safiz2201@gmail.com)
2PhD. (Civil Engineering) Professor, Tokyo Metropolitan University (E-mail:t-sim@tmu.ac.jp)

This paper introduces a number of factors that can be used to measure and understand tourist driving satisfaction in
Malaysia. These factors can be analyzed for three different road-type segments: ‘on the highway’, ‘en route to/fromthe destination’ and ‘within the destination’. To better address tourist preferences, tourism policy development should
evaluate the factors that contribute to driving satisfaction for each of these segments. In the present study, an online
survey was conducted to gather feedback from Malaysian drivers on their tourism-related driving experiences within
the past 6 months. Chi square analysis was used to analyze 23 factors related to driving satisfaction among the three
types of road segment. The results showed that, in general, self-drive tourists desire driving comfort, efficient travel
time, cheap travel cost, beautiful natural surroundings and appropriate road safety infrastructure factors. These results
may facilitate improvements to policies related to promoting tourism.

Keywords: Self-drive Tourists, Road Service Needs, Difference of Road Segments, Policies andCountermeasures, and Malaysia．

1.

Transportation policies for Malaysian tourism

sustainable tourism infrastructure and country accessibility are
given priority in this plan. However, this document assessed theimpact of tourism development at a macroscopic level, at
which is difficult to measure effectiveness. Similarly, thedevelopment of route networks and destination accessibility
outlined in this document is aimed not only at tourism
development but also at the country’s road connectivity. Since
the overall plan is to provide road connectivity for the country,
the requirements of self-drive tourists were not addressed indetail.
On the other hand, the new tourism policy document titled“Strategic Review of Malaysia’s Tourism Industry Policy and
Implementation” (SRMTIPI) was introduced in March 2013.
The purpose of this document was to review the existing
government’s tourism policies and to consolidate these policies
at each level, to achieve the target of 36:168 (36 million tourists
and RM168 billion in revenue) in 20206). This document listed
detailed policy measures based on market segments and special
interest niches; integrated cluster-based tourism destination
development; public and private partnership management;
targeted group marketing and promotion; and customized
human resources training between economic corridors andtraining institutions. Furthermore, the SRMTIPI identified
twelve new projects across five tourism themes (affordable
luxury, nature adventure, family fun, events, entertainment, spa

According to the United Nations World Tourism
Organization (UNWTO), the tourism industry is the largest andfastest-growing economic sector in the world1). Malaysia, acountry that is experiencing rapid tourism development,
recorded 27.44 million international tourist arrivals in 2014; anincrease of 6.3 percent over 20132). The domestic tourism
market followed a similar trend, and significant annual growthis predicted3). In light of the contribution of the tourism industry
to economic and social development in Malaysia, thegovernment has significantly increased efforts to develop
infrastructure and facilities as well as marketing and promotion.
Furthermore4), reported that the country’s Five Year Plan also
included substantial tourism sector development, supplemented
by the National Tourism Policy (NTP), National Physical Plan
(NPP) and Economic Transformation Plan (ETP). The
objective of Malaysia’s Five Year Plan and National Tourism
Policy (NTP) is to develop the tourism sector into a strong,sustainable and competitive industry.
To achieve this goal, the National Physical Plan (NPP) was
implemented to help develop the physical infrastructure fortourism in each Malaysian state5). The NPP showed that the
tourism sector was divided into sustainable land-use
development strategies and tourism development. Both22

社会技術研究論文集 Vol.13, 22-31, May 2016

satisfaction as proposed by 10), which takes into account pre-trip,
en-route, in-destination and return trip experiences for travelers.
On the other hand, studies focusing on scenic tourism routes
have investigated tourist satisfaction in the travel phrases
mentioned above11),12),13),14),15) examined self-drive tourist
driving satisfaction regarding the aspects of tourism novelty
seeking, theme tourism and drive tourism14) found that driversatisfaction with scenic routes is highly influenced by driving
motivation and the quality of roadside facilities. This study also
found that the roadside facilities also contribute to destination
loyalty. This finding is consistent with13), who revealed that, inthe context of driving satisfaction and touring routes, relevant
tourism route developments and higher quality of driving
performance factors are likely to increase intention to revisit
and the recruitment of new tourists to the destination.
Although13) stresses the contribution of driving quality andrevisit intention, driving satisfaction among different travel
phrases is ignored. Similarly, the above studies focusing on
overall tourist satisfaction focused only upon specific tourism
routes and related tourism destination factors.
However, reliable evidence has also been found to indicatethat self-drivers’ satisfaction differs before the trip comparedto during the trip16). This study assessed the effects of roadconditions on driver satisfaction using the travel satisfaction
scale. The results of this study indicated that the satisfaction
travel scale was influenced by traffic safety, annoyance withother road users, fatigue, distraction by billboards, and lack of
speed and freedom over lane choice. These findings are
consistent with those of17), who suggested that comprehensive
assessment of roadway level-of-service (LOS) should include
drivers’ expectations, road operational condition, population
density, pavement quality and landscape quality factors that
correlate well with customer satisfaction. Thus far, the method
for measuring the roadway performance is based only on the
LOS performance of the roadway itself. Furthermore, several
studies have attempted to address the limitations ofconventional LOS assessment by taking the driver’s
perspective into account18). For example19), produced LOS
metrics consistent with drivers’ subjective evaluations.
However, this study analyzed customer satisfaction in terms ofdrivers’ perceptions only with respect to specific traffic flow
segments and the number of highway lanes. In addition, thestudy evaluated a limited set of metrics, including speed,
freedom in driving, traffic interference, amenities andconvenience. Interestingly, the results showed majordifferences between the new LOS model evaluation and that of
the Highway Capacity Manual (HCM 2000) for the selectedroad section.

and sports and business tourism) to enhance tourism yields.
This project aimed to cater to different types of tourist
simultaneously, ranging from shopper to nature lover, businesstraveler and family. Besides fully defining many new tourism
product development strategies, the project also proposedchanges to many different sectors that affect the tourism
industry, such as public transportation, accessibility andconnectivity, infrastructure, taxi services and others. Although
this documented contains much serious discussion of how toincrease the contribution of the tourism sector to the grossnational income, it also outlines the importance of improving
the accessibility of tourism destinations for the self-drive
tourist.
Most local tourists (70%) depend on private cars for tourism
trips3). The SRMTIPI identifies solutions for reducing traffic
congestion around tourism destinations. However, thisdocument fails to fully take into account drivers’ preferences
and behaviors during tourism trips. Encountering traffic
problems en route to or from the destination will influence
overall tourist satisfaction, as well as their intent to revisit thedestination.
Therefore, understanding the factors that influence driving
satisfaction during tourism trips is important to improve overall
tourist satisfaction and the attractiveness of destinations.
Research should be conducted in order to understand thefactors that influence driver satisfaction in access and egress
links, which, in turn, can facilitate the implementation of
appropriate policies and countermeasures. The aim of thepresent study was to propose modifications to existing
Malaysia tourism policies in order to improve the developmentof tourism infrastructure, particularly with respect to the private
car traveler.

2.

Review of driver satisfaction studies

A large number of tourism studies have been conducted inorder to examine the impact of various characteristics of
tourism destinations on overall tourist satisfaction ordissatisfaction7), 8), 9). These studies showed that overall tourist
satisfaction is strongly related to elements such asaccommodation, food and restaurants, attractions, weather,natural environment, transportation, and shopping facilities.
Furthermore7), showed that high levels of tourist satisfaction
can have a positive impact on destination loyalty (i.e., intent torevisit). However, few studies have examined the effects ofspecific tourist travel mode experiences on overall satisfaction.
The aforementioned studies fail to evaluate basic travel23

社会技術研究論文集 Vol.13, 22-31, May 2016

the questionnaire. Responses on a four-point scale werecollected to questions in two sections: 1) attitudes toward car
and driving preferences and 2) importance of driving
satisfaction factors on the highway, en route to/from thedestination and within the destination. In addition, multiple
choice questions regarding demographic characteristics were
provided in section 3. Respondents were asked to draw fromtheir own perceptions in section 1, and to reflect upon theirmost recent (within the past 6 months) tourism driving
experiences in section 2. Additionally, 23 similar driving
satisfaction factor statements on various transportation aspects
such as road infrastructure, safety, traffic conditions, roaddesign, driving experience and level of service were included
for each road segment.
SPSS version 22 was used for data management andanalysis. Chi-square tests of independence were used toevaluate the relationships between driving satisfaction factors
and demographic profiles; attitudes toward cars; and driving
preferences on the highway, en route to/from the destination
and within the destination. Data analysis was carried out asdescribed below for each road segment..
Demographic characteristics (gender, age group, education andhousehold income level)

Many interesting findings on the factors contributing tooverall tourist satisfaction and driver satisfaction have beenreported by13),14),16). However, most studies do notcomprehensively examine the effects of driving conditions on
tourist satisfaction. For example, previous studies have shownthat self-drive tourists are affected by roadway conditions.
However, no study has evaluated the influence of roadinfrastructure, transport facilities design, traffic operation,scenic highway environments, and tourism destination
characteristics upon overall satisfaction. The present study will
not only suggest ways to increase tourist satisfaction en route to
and from the destination but also help design guidelines forroad infrastructure design, traffic operation and scenery along
corridors to tourism destinations.

3.

Study framework

This chapter describes the study framework (Figure 1). The
first section outlines aspects of a driver’s background that may
influence various driving satisfaction factors for three roadsegments: ‘highway’, ‘en route to/from the destination’,and ‘within the destination’. Demographic characteristics, carownership and driving experience, attitudes towards car anddriving preferences are taken into account in order tounderstand the influences of different driver behaviors uponvarious driving satisfaction factors. Finally, the importance ofdriving satisfaction factors for each road segment is used toassess existing policy measures or propose policy revisions.
(1) Driver’s Background(2) Driving satisfaction

Variable

factors (in 3 road segments)• Demographic•

Highway

characteristics•

En route to/from the• Car ownership anddriving experience•

Ho = Demographic characteristics are independent ofdriving satisfaction factors•

H1 = Demographic characteristics and driving
satisfaction factors are not independent• Significant threshold: P = 0.05
The significant dependent factors then further evaluated bylooking at differences between different groups using theMann-Whitney test.

5.

Analysis of important driving satisfaction factors

destination•

The discussion of the results begins with a brief explanationof respondent profiles, then reviews the most important driving
satisfaction factors．

Within the destination• Attitudes toward cars
• Driving preferences(3) Suggestions for policy
improvements

5.1. Sample profile
Young adults (55.3%), including both male (50.5%) andfemale (49.5%) drivers, were some of the tourists who haveused private vehicles for holidays in Malaysia. Both men andwomen generally reported acceptable driving experience (i.e., 1–10 years of driving experience) and driving 1–10 times per
year for tourism trips. Nearly 80% of drivers were highly
educated, and more than half were full-time workers (Table 1).
Drivers mainly fell into the middle (RM2,000–RM5,000) and

Fig. 1 Study framework

4.

Data collection and analysis

This study targeted individual Malaysian drivers aged 18
years and older. An online survey was distributed by email togovernment and private institutions for data collection in
January 2015. One hundred and three respondents completed24社会技術研究論文集 Vol.13, 22-31, May 2016

P = 0.021) have significant relationship to increase driving
satisfaction for female drivers and male in the ‘en route to/fromthe destination’ road segment. Discounted highway fare factor
is more important for female driver (Mdn =56.93), U=1074, z= -2.27, P< 0.05. and the quality of road surface level did not
significantly different to the driver (Mdn male =52.56), (Mdnfemale =51.43), U=1297, z = -0.33, P>0.05. In addition, theimportant on the quality of road surface and a number of lanes
did not significantly different for income (Mdn L=50.41, Mdn
H= 55.38) and household size (Mdn 4= 48.49, Mdn 5= 56.95)
level.
Moreover, the important to have consistency in travel time tothe destination (χ2 = 7.047, df = 2, P = 0.029) especially intourism area did not significantly different for the tourist withless than 4 (Mdn=50.33) or more family members(Mdn=52.58). Finally the travel speed factors (speeding whiledriving) and travel cost (χ2 = 6.676, df = 2, P = 0.036) are more
important within the destination compared to other roadsegments to all drivers.

high (RM6,000 or more) categories of gross household income.
The majority of the drivers came from households including
four or fewer persons, which is similar to the average national
household size (4.3 persons)20).

Table 1 Sample profiles
Characteristics(%)

1. Gender(%)

2. Car ownership

Male

50.5

Female49.5

3. Age level
Young

Characteristics
No

15.5

Yes

84.5

4. Education level
55.3

Non-graduate

20.4

44.7

Graduate

79.6(Below 30 years)Old(31 years & above)
5. Employment

6. Household size

Not employed

31.1

Employed

68.9

7. Driving experience

4 persons and less

70.3

5 persons and more

29.7

8. Annual tourism trips

1 to 10 years

67

1 to 10 trips

83.5

More than 10 years

33

More than 10 trips

16.5(b) Car ownership and driving experience
The results showed that there is no significant different
between occasional and frequent self-driving tourist in
evaluating the important factors in highway road segment. Theease of journey factors such as low levels of road construction(U=404., z = -0.510, P> 0.05), more than two lanes on roadway(U=413., z= -0.340, P> 0.05) and physically divided roadway(U=408., z= -0.432,P> 0.05) significantly important to increase
the driving satisfaction in highway. In addition, the presence ofbeautiful natural and urban landscapes (χ2 = 12.39, df = 3, P =0.015) and the quality of road surface (χ2 = 7.041, df = 2, P =0.03) was important on the en route to/from the destinationcompared with other road segments. However, these factors
did not differ significantly from the car ownership, driving
experiences level and total annual tourism trips.

9.Householdincome level
Lower income level

25.2

Middle income level

42.7

Upper income level

32.0

Note: Total respondents =103

5.2. Driving satisfaction factors on the highway,
en route to/from the destination and within the destination
This section summarizes the significant dependent driving
satisfaction factors and its group effects on the highway, enroute to/from the destination and within the destination basedon the driver’s background demographic characteristics (DC),car ownership and driving experience (CO & DE), attitudes
toward cars (ATC) and driving preferences (DP) (refer to Table
2, Table 3 and Table 4).

(c)

Attitudes toward cars
Table 2, 3 and 4 illustrate that there are significant
differences between drivers who responded that ‘driving cars
is an important thing in my life’ and those who had otherattitudes. Interestingly, these results show that drivers who
perceived cars as being important in their lives manifest a large
number of factor influences to their driving satisfaction. These
factors include driving speed, travel time, safety infrastructure,ease of driving and availability of road network connectivity.
The result shows that most of these factors are very
important to increase driving satisfaction particularly ‘on the
highway’ and ‘en route to/from the destination’ road(a)

Demographic characteristics
Overall, the demographic characteristics have a little
relationship on driving satisfaction factors among all roadsegments, particularly the highway. However, this study foundthat factors such as discounted highway fare (χ2 = 6.683, df =2, P = 0.035), and the quality of road surface (χ2 =7.735, df = 2,25

社会技術研究論文集 Vol.13, 22-31, May 2016

management, accommodation, marketing and promotion,
safety and business environment6).
This document discussed more on destination accessibility
and connectivity by various modes of transport particularly by
public transportation. However, only infrastructure segmentprovides action plans that include road improvement for
self-drive tourist in highway segment and other traffic facilities
for tourism development. The document also shows that thepolicies planned at macro level, as the policy is just to reduce
congestion along major highways approaching tourism
destinations during weekends and school holidays, byembarking on road widening program at congestion area along
PLUS Expressway, to improve road signage for new tourism
attractions and to have tourist information kiosks at rest andservice area.
To improve the existing policies this study proposed that the
government should evaluate a variety of traveler demographicand driving behavior characteristics when proposing new
policies related to the road infrastructure. Thus, the present
study deals only with tourist satisfaction while driving to orfrom tourist destination in three road segments. Understand the
major driving satisfaction criteria not only important towards
improving policies related to self-drive tourism or roadinfrastructure but also applicable to determine the successful ofself-drive tourism sectors consistent with study by21), that
effectively determined the priorities in policies for Koreancreative tourist industry. Therefore, this study outlined thepossibility for improving the existing policies by including theroles of demographic and driver behavior characteristics to thedriving satisfaction factors.

segments as the results show that most of the mean rank scoreare more than 50.00 (Mdn=50.00>). Furthermore, the drivers
who responded ‘I feel lost without a car’ on the highway
segment shared similar driving satisfaction factors but lessinfluenced by the driving speed factor. On the other hand, thisresult also showed that there are more factors affecting driving
satisfaction for self-drive tourists in the ‘within the destination’road segment, regardless of their attitudes toward cars.
(d) Driving preferences
The present findings show that, in general, drivers who preferperformance (Doing well in life) are affected by various driving
satisfaction factors in the ‘en route to/from the destination’and ‘within the destination’ road segments. This group ofdrivers agrees on the importance of road safety infrastructure,
viewing beautiful panoramas during the journey, and having
good parking and service area facilities on the highway and enroute to/from the destination. However, not only that, factors
such as travel time (‘speed while driving,’ ‘arriving at thedestination within the expected time’), road safety infrastructure(‘more than two lanes on roadway to facilitate car movement,’‘physically divided roadway’ and ‘suitable roadway width’),cost (‘discounted price on highway fare’) and ease of transit(‘congestion information through various media for a smootherjourney,’ ‘driving with visibility signs’, ‘flat and straightroadways’ and ‘easily available parking’) are more important todrivers with the same driving preferences within the destination
than in the other two road segments.
The second major finding shows that, many factors have astrong influence to increase driving satisfaction on the highway
for drivers with ‘practical considerations’. Furthermore, drivers
that ‘enjoy listening to music, news and talk shows’ whiledriving place great importance factors on the ‘en route to/fromthe destination’ road segment. Overall, this section indicates thatthe factors that influence to the overall driving satisfaction isvaried depending on driving preferences(1) Role of demographic characteristics
This study shows that less demographic characteristics
influence to driving satisfaction factors. However, it was foundthat self-drive tourist has a tendency to satisfy or dissatisfy withdriving speed, quality of road surface and travel cost factor.
The proposal to widen roadways on highways in SRMTIPI is
not sufficient because the results show that self-drive tourist
6. Policies improvement to facilitate tourism give more attention in en route to/from destination, and within
destination compares to the highway road segment. Highway
promotion in Malaysia
road widening action is not so important, but the government
should provide more quality of roadway within tourism
The latest Malaysia tourism policy document, titleddestination and en route to /from tourist destination as this“Strategic Review of Malaysia’s Tourism Industry Policy andfactor is significantly important to the driver regardless their
Implementation ” (SRMTIPI) presented 12 new policies
gender and income group.
improvement to support for the tourism industry. This policies
In addition, this study suggested that discounted fare on theplan emerge various fields include the government,
highway should be promoted during long school holidays toaccessibility and connectivity, taxi service, rail service,encourage traffic redistribution to various tourism destinations.
infrastructure, public transport, human resources, destination

26

社会技術研究論文集 Vol.13, 22-31, May 2016

This action plan also will encourage travel frequency choice asan effect by the dynamic of highway fare choices as mentionedby22).

example of Cameron Highlands, Malaysia. This action
indirectly improves the consistency of travel time to thedestination and as well as experiencing comfortable rest areas(2) Role of car ownership and driving experiences
It was found that self-drive tourist with different car
ownership and driving experiences group has a tendency tosatisfy or dissatisfy in the driving factors such as ease of driving(low level of road construction, more than two lanes, andquality of road surface), road safety infrastructure (physicallydivided roadway, roadway width) and beautiful panorama in
highway and en route to/from destination road segmentcompare to within destination segment. This finding shows thatthe government proposal to have highway road widening is not
sufficient without enhancing more quality of road surface,
increasing road safety aspect and improving roadway beautiful
panorama.
Furthermore, finding shows that experiencing beautiful
natural and urban landscapes along the journey begin at enroute to/from the destination. This study recommended that,
this factor can be improved by providing facilities such as
roadside stop space at beautiful sport along the route. This
activity will enhance tourist appreciation on the journey andoverall satisfaction.
In addition, future policy plan should also include improvement
on roadway landscapes as it reduce driving stress, provide
better visual quality and roadway safety to the traveler 23).

(4) Role of driving preferences
Overall, it can be seen that self-drive tourist who believedthat driving car means doing well in life and practicality inrelation to journey have more tendency to satisfy or dissatisfy
with multiple aspects in driving factor for all road segments.
Moreover, this group of driver is significantly different inevaluating each factors effect to their driving satisfaction.
In highway road segment, driving factors that are important
include consistency in travel time, quality of road surface,physically divided roadway, easily available parking,experiencing beautiful natural and urban landscape andcomfortable rest area. Moreover, similar important driving
factors that affect driver in en route to/from destination segment
also include easily available parking, beautiful natural andurban landscapes and comfortable rest area.
The tourist demand on road service level are diverse,
therefore, this study suggests that the improvement action
should include the parking facilities, comfortable rest area andbeautiful natural and urban landscapes factors in order toimprove self-drive tourism activities.

(3) Role of attitudes towards car
The driver satisfaction and dissatisfaction heavily depended
on their attitudes towards car. The result shows that drivers whobelieved that driving a car is an important thing in my life aresensitive to multiple aspect on driving factors especially inhighway and en route to/from destination. Moreover, drivers
differently concern on driving at preferred speed, time making
to the destination, travel information, quality of road surface
and easily parking availability. Therefore, the government
should mix the aspects of driving speed, travel information,
quality on road surface in order to enhance the existing policy
plan.
The speed factor gained considerable attention in all roadsegments especially to the driver that believe that driving a car
is an important thing in my life. Therefore, it is recommended
that a comprehensive measures designed action in each roadsections should be considered especially within the destination
by monitoring the amount of car at one time. Too many car
enter the tourism destination may lead to severe congestion inboth highway and en route to/from the destination such an

This study analyzed factors that contribute to driving
satisfaction among self-drive tourists in Malaysia. The results
showed that, in general, self-drive tourists desire driving
comfort, efficient travel, cheap travel costs, beautiful natural
surroundings and appropriate road safety infrastructure. In thecase of SRMTIPI infrastructure policy plan important
conclusions drawn from this study include:

7.

27

Conclusion•

Lack of detailed tourism locations and road segments
involved to the destination. The document justmentions one destination but in actual, many tourism
destinations also need for road widening and road
improvement.

•

Lack of concern on the demand for travel speed,
travel safety, cost efficiency and travel attractivenessin different road segments, which results to nopriority in policies planning as it will create conflictwith tourist overall satisfaction.

•

Lack of concern on drivers’ perception toward thetourism trips utility – concerning the drivers
demographic and preferences will result in diverse

社会技術研究論文集 Vol.13, 22-31, May 2016

policy action regarding road facilities to the tourism
destinations.
These findings represent an important contribution to theimprovement of existing tourism policies, as well as a valuableaddition to the literature on tourist satisfaction. Further research
into the factors that affect tourist driving satisfaction is strongly
recommended. The information gained through such researchis critical to the establishment of sensible policies and actionplans for improving the tourist experience, and to develop
marketing campaigns that directly address the preferences andrequirements of tourists.

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Hardy, A. (2003). An investigation into the key factors necessary
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Denstadli, J. M., & Jacobsen, J. K. S. (2011). The long andwinding roads: Perceived quality of scenic tourism routes.
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Taylor, A., & Prideaux, B. (2008). Profiling four wheel drive
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28

29

Highway

Easily available parking facilities at rest stops

Experiencing beautiful natural and urban landscapes along the route

Comfortable rest areas, attractions and related services along the route

21

22

23

1

2

3

DC
4

5

7

CO & DE

Y**

6

M

M

L

8

VI**

VI

VI**

VI

VI**

VI***

VI**

VI

VI**

VI**

VI**

VI***

VI**

VI**

9

10

VI

VI

11

VI**

VI**

VI**

12
VI

13

VI

VI**

VI**

VI

VI

VI**

VI**

ATC

Results of Mann-Whitney analysis on ‘highway’ road segment

VI**

14

15

VI**

VI

16

VI**

17

VI**

VI

VI**

18

VI**

VI**

19

DP

VI**

VI

VI**

VI

VI

VI

VI

VI

VI**

VI**

VI

VI**

VI**

VI**

20

VI

VI**

VI**

VI

VI

VI**

VI**

VI**

21

VI**

VI**

VI**

VI**

VI**

VI**

VI

VI**

VI**

22

practicality in relation to journey considerations (Less Important, Very Important ) , 21 - takes risks in driving style (Less Important, Very Important ) and 22 - ‘driving a car means doing well in life’ (Less Important, Very Important ). Significant value P < 0.05 **, P < 0.001 ***car’(Less Important, Very Important ), 17 - ‘having fun talking with passengers’(Less Important, Very Important ), 18 - ‘enjoy listening to music etc. on the radio’(Less Important, Very Important ), 19 - the feeling that is experienced after driving (Less Important, Very Important ), 20 -Very Important )’, 13 - ‘I feel lost without a car’(Less Important, Very Important ), 14 - ‘driving a car entails some risk to lives (Less Important, Very Important )’, 15 - ‘driving cars is bad for the environment, (Less Important, Very Important )’ 16 - ‘it is important to drive an energy-efficienta car is an important thing in my life’(Less Important, Very Important ), 10 - ‘driving a car means independence (Less Important, Very Important ),’ 11 - ‘driving a car is a part of growing up’(Less Important, Very Important ), 12 - ‘I can afford the responsibility of owning a car (Less Important,Note: 1 – gender (Male, Female) 2 – age (Young, Old), 3 – education (Non graduate, Graduate), 4 - household income (Low, High), 5 - household size (Low, More), 6 - car ownership (No, Yes), 7 - driving experience (Less, Experienced) 8 - total annual tourism trips (Less, More), 9 - ‘driving

Flat , straight roadways

Optimizing roadway width to ease congestion

17

20

Physically divided roadway to support car movement in dangerous areas

16

Visible signage during the journey

More than two lanes on roadway to facilitate car movement

15

Appropriate traffic signal settings

Quality of road surface

14

19

Consistency of travel time to the destination

13

18

Discounted price on highway fares

Driving in good weather conditions

Cheap travel costs

10

11

Low levels of road construction to improve traffic movement

912Congestion information through various media during journey

Usage of familiar routes in road segments

More direct highways/links for better access to & from the destination

6

8

Driving in lower traffic volume

5

7

Speed while driving

Arriving at the destination within the expected time4

Reduce driving speed or stop less frequently

2

3

Drive at preferred speed on leisure trip

1

Driving satisfaction items

Table 2

30

Comfortable rest areas, attractions and related services along the route23

Note: Explanations are same as Table 2.

Experiencing beautiful natural and urban landscapes along the route

22

Visible signage during the journey

18

Easily available parking facilities at rest stops

Optimizing roadway width to ease congestion

17

21

Physically divided roadway to support car movement in dangerous areas

16

Flat , straight roadways

More than two lanes on roadway to facilitate car movement

15

Appropriate traffic signal settings

Quality of road surface

14

19

Consistency of travel time to the destination

20

Driving in good weather conditions

12

Discounted price on highway fares

11

13

Low levels of road construction to improve traffic movement

Cheap travel costs

Usage of familiar routes in road segments

89Congestion information through various media during journey

7

10

Driving in lower traffic volume

Arriving at the destination within the expected time

4

More direct highways/links for better access to & from the destination

Speed while driving

3

5

Reduce driving speed or stop less frequently

2

M

F**

1

2

3

DC

L

4

M

5

Y

6

L

7

M

8

CO & DE

VI**

VI**

VI**

VI**

VI**

VI**

VI

VI**

VI***

VI**

VI**

VI**

VI***

VI**

9

10

VI**

VI**

VI**

11

VI**

VI**

12

ATC

VI**

VI

VI**

VI**

VI

13

14

15

Results of Mann-Whitney analysis on ‘en route to/from the destination’ road segment

6

Drive at preferred speed on leisure trip

1

Driving satisfaction items

En route to/from the destination

Table 3

VI**

VI**

VI

VI**

16

VI**

17

VI**

VI**

VI**

VI**

VI**

VI

VI

VI***

VI***

VI***

VI**

18

VI**

19

DP

VI

VI**

VI

VI**

VI

20

VI

VI

VI**

VI

VI

VI**

21

VI**

VI

VI**

VI

VI**

VI**

VI

VI**

VI

VI***

VI

VI

22

31

Appropriate traffic signal settings

Flat , straight roadways

Easily available parking facilities at rest stops

Experiencing beautiful natural and urban landscapes along the route

Comfortable rest areas, attractions and related services along the route

19

20

21

22

23

Note: Explanations are same as Table 2.

Optimizing roadway width to ease congestion

Physically divided roadway to support car movement in dangerous areas

16

Visible signage during the journey

More than two lanes on roadway to facilitate car movement

15

18

Quality of road surface

17

Consistency of travel time to the destination

14

Driving in good weather conditions

12

13

Discounted price on highway fares

Usage of familiar routes in road segments

811Congestion information through various media during journey7

Low levels of road construction to improve traffic movement

More direct highways/links for better access to & from the destination

6

Cheap travel costs

Driving in lower traffic volume

5

9

Arriving at the destination within the expected time

4

10

Reduce driving speed or stop less frequently

Speed while driving

3

1

Y

Y

2

3

DC
4

M

5

6

7

CO & DE

L

8

VI**

VI**

VI***

VI**

VI**

VI**

VI**

9

VI**

10

VI**

VI**

VI**

VI**

VI**

11

VI

VI

VI**

VI**

12

ATC

VI**

VI**

VI**

VI**

VI

13

VI***

VI**

14

Results of Mann-Whitney analysis on ‘within the destination’ road segment

2

Drive at preferred speed on leisure trip

1

Driving satisfaction items

within the destination

Table 4

VI

15

VI

VI

VI

VI

16

VI**

17

VI**

VI

VI**

18

VI

VI**

19

DP

VI

VI**

VI

VI**

VI

VI**

VI***

20

VI

21

VI**

VI**

VI**

VI**

VI

VI

VI**

VI**

VI

VI**

VI

VI**

VI**

22