Willingness-To-Pay for Monorail Services: Case Study in Penang, Malaysia

The main objective of this study is to examine the determinants of consumers’ willingnessto- pay for monorail transportation in Penang (Malaysia). Cross sectional primary survey data with a total of 498 respondents is used for the analysis via a censored regression model. The results demonstrate that habit of recycling, experience in using urban rail-based transportation and problems of insufficient cark parks have the significant effects on the willingness-to-pay for a trip of monorail to travel to work. Whereas, age, gender, ethnicity, income, education and personal perspective on public transportation system are found to have no significant impact on the willingness-to-pay for a trip of monorail to travel to work. Based on these findings, several policies are recommended.