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Willingness to Pay for Active Mobility Infrastructure in a Thai University: A Mixed-Methods Analysis of User Preferences and Policy Implications
Author(s)
Meesit, Ratthaphong
Puntoomjinda, Shongwut
Sontikul, Sumethee
Arunnapa, Supattra
Hutabarat, Multazam
Date Issued
August 1, 2025
Type
Article
Abstract
This research examines road users’ willingness to pay for enhanced active mobility infrastructure at King Mongkut’s Institute of Technology Ladkrabang (KMITL), a suburban university campus in Bangkok, Thailand. The study addresses the need for sustainable transportation solutions in middle-income urban environments by analyzing factors that influence walking and cycling adoption among university community members. The research employed a comprehensive mixed-methods framework combining qualitative SWOT analysis, a stated preference survey of 400 participants, and regularized logistic regression modeling with cross-validation. The analysis revealed that specific infrastructure improvements significantly increase the likelihood of active mobility adoption. Rest areas demonstrated the strongest positive association (OR = 2.15, 95% CI: 1.08–4.27, p = 0.029), followed by CCTV security systems (OR = 1.89, 95% CI: 0.98–3.65, p = 0.047), and improved public transport connectivity (OR = 2.84, 95% CI: 1.42–5.68, p = 0.003). Demographic analysis uncovered notable resistance patterns, with male participants (OR = 0.48, 95% CI: 0.26–0.89, p = 0.020) and higher-income individuals showing reduced willingness to transition from motorized transportation. Using the Contingent Valuation Method with proper bias mitigation strategies, the study quantified potential behavioral changes, projecting a 12–18 min daily increase in active mobility engagement. This enhancement would generate measurable health benefits valued at 2840–4260 THB per person annually using WHO-HEAT methodology. The research contributes valuable insights to the limited body of active mobility literature from Southeast Asian suburban contexts, providing a replicable framework for similar investigations.
Citation
Urban Science, 9(8), 2025