Project at a Glance
Title: Analysis of indirect source trip activity: Regional shopping centers
Contractor: JHK & Associates and KT Analytics, Inc.
Contract Number: a132-094
Research Program Area: Economic Analysis
This research project was undertaken to provide a better understanding of the travel characteristics for regional shopping centers, one category of indirect sources, and to develop a methodology for evaluating travel reduction measures at regional shopping centers. To attain the study objectives. a number of tasks were identified. including a review of the literature related to shopping centers and travel .reduction measures. the development of a database of shopper survey responses, the application of the analytical methodology to five regional shopping centers that served as case study sites, and the identification of recommended areas for future research. Two significant research findings emerge from the data collected for this study and from the application of the methodology to the five case study sites.
A significant portion of the variation found in travel mode to regional shopping centers can be explained by the amount and regional coverage of public transit service and the density and proximity of the surrounding land uses. Differences in the demographic and trip characteristics of travelers to each of the case study sites do not appear to explain the variation in travel mode.
For the case study sites, the estimated impact of the individual travel reduction measures on the number of trips to the regional shopping center ranges from 0.1 percent to 6.2 percent. This does not include the measure parking pricing (10.5 percent), which, if implemented only at regional shopping centers, may have a negative impact economic impact as a result of travel shifting to other locations. In combination, packages of travel reduction measures might (without parking pricing) reduce trips by 5 to 7 percent.
The results from this research project provide guidance to regional air districts and local governments in the evaluation of travel reduction measures at regional shopping centers, and provide a significant addition to the research and literature on travel to regional shopping centers.
For questions regarding research reports, contact: Heather Choi at (916) 322-3893
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