Estimation of Willingness-to-Pay for Road Fatality Reduction in Chiang Mai City

Abstract

Traffic accidents is a principal problem in Thailand. It’s necessary to prevent and repair urgently. The number of accidents and deaths in Thailand increasing dramatically in every year. Traffic accidents not only impact with economic but also impact with environment, quality of life and the state of mind of the people. This research was conducted to estimate the willingness-to-pay for road fatality reduction in Chiang Mai by Kishi’s Logit Model Price Sensitivity Measurement (KLP) and compare the willingness-to-pay in differential three commuter groups, motorcycle, automobile and public transportation. The results are the willingness-to-pay in each commuter groups and the relationship between various factors and the values of willingness-to-pay. This results will be use for supporting decisions to adjust the accident prevention policy, evaluate the appropriate cost of road projects and reflect the awareness of the impact of accidents on the population.