Attitudes and Behaviour towards More Sustainable Travel Options in the Kingdom of Saudi Arabia: An Emerging Social Change?

The Kingdom of Saudi Arabia (KSA) is known for its high car ownership and usage and its high GDP per capita. This, combined with a low provision of public transportation (PT) systems, has resulted in perceptual attitudes of high dependency on private car travel. The level of awareness of the benefits of reducing car use and increasing travel by more sustainable options has a great impact on social change and behaviour. The Kingdom is currently progressing towards a new phase of “national reform” through implementation of strategic sustainable programs. Riyadh city is constructing a massive metro-system, which is nearing completion and operation. The public is aware of the national agenda, the construction of transportation projects, and of the social changes needed to realize the new vision of the country. This paper aims to assess travel behaviours and attitudes of Saudi nationals towards public transportation. A discrete choice model of the intent to use public transportation is calibrated as a function of social and attitudinal factors, using online survey data. The analysis was carried out using an ordered logit model (OLR) which is derived from the theory of random utility. The results show that, overall, a higher support for public transportation modes was stated by young females, lower income groups, and university graduates. The level of awareness of the national agenda appears to be increasing the level of support for public transportation. The paper is the first investigation of willingness to use public transportation in Riyadh, at a crucial time of national reform; the choice of mode of travel appears to be determined by the travellers’ social and economic characteristics and the level of awareness of the country’s agenda.