Exploratory Analysis of Traveller’s Compliance with Smartphone Personal Route Advice: In a Field Trial Amsterdam

This paper focuses on the exploratory analysis of the traveller’s compliance with real-time personal route advice provided by the Superroute app. Data collection from Superroute app is superior alternative to traditional, small-sized revealed and preference surveys and provides more detailed and rich data for empirical research of travellers response to route advice. The compliance data framework is designed to collect, validate and post-process the data. Results show that despite the provision of personalized route advice, travellers tend to comply less with route guidance in favor of preferred routes and habits. However, results reveal that around 50% advised travellers are willing to comply with route advice in various situations which reinforces the benefit of provision of personalized route advise. This paper provides a twofold contribution to researchers and practitioners: (i) key lessons learned during the data collection and post-processing may contribute to future initiatives and design of route navigation systems; (ii) findings from exploratory analysis contribute to generating a new insights and definition of further hypotheses concerning traveller’s compliance with personalized route advice.