From fixed dates to flexible credits: Factors affecting public acceptance and choice of a reformed highway 'free pass' policy in China

As China's travel patterns shift toward spatiotemporal dispersion, traditional one-size-fits-all public holiday toll-exemption policy faces efficiency challenges. This study proposes a flexible 'Free Pass' policy (FPP), converting fixed public holiday toll exemptions into flexible and redeemable travel credits. To investigate the public acceptance, a questionnaire survey was conducted with 603 participants, and two analytical methods were applied. The policy acceptance model was used to deconstruct the psychological mechanisms (e.g., perceived flexibility and perceived social welfare) underlying policy acceptance. The hybrid choice model was employed to quantify the impact of card attributes (e.g., credit card price, refundable ratio, vehicle binding count, and validity periods). Three key findings emerged. First, more than two-thirds of respondents expressed their acceptance of the FPP, accompanied by significantly heightened perceptions of flexibility and social welfare, though responsiveness varies across demographics, favoring younger and high-frequency users. Second, credit card price emerged as the most influential determinant of behavior choices, with higher refundable ratios and shorter validity periods boosting willingness to participate. Third, the FPP showed potential to stimulate highway travel, particularly for short and medium-distance travels, and reallocated demand toward non-holiday periods. These findings collectively highlight the potential of the FPP as an innovative traffic demand management tool.