Scenic toll roads or cost-effective free roads? A stated preference analysis of private car users

The operation of scenic toll roads serves a dual purpose of enhancing drivers’ travel experiences while generating revenue for road operators, however, its effects on drivers’ route choice decisions remained underexplored. In this paper, we attempt to investigate the determinants influencing private car drivers’ route choice behavior over scenic toll roads and cost-effective free roads in the context of travel time variability, considering various combinations of travel contexts, route-specific attributes, marketing policies, and drivers’ latent attitudes. Using the data collected via a stated choice experiment, we also develop a hybrid prospect theoretic choice model (HPTCM) to further understand drivers’ preferences in scenarios under risky conditions. The results show that increased travel time uncertainty significantly reduces the attractiveness of cost-effective free routes, prompting a shift toward scenic toll roads. Service areas designed by including water and cultural landscapes increases the likelihood of using scenic toll roads. Furthermore, drivers’ attitudes toward safety, regulatory adherents and food health emerge as critical influencing factors. These insights offer practical guidance for toll-road operators in developing pricing mechanisms and enhancing service area infrastructure, thereby contributing to the broader advancement of the transport–tourism nexus.