Long-term strategies focus on influencing mobility and lifestyle decisions. Short- to medium-term strategies aim to influence within-day and day-to-day travel decisions (such as route, departure time and non-work trip destinations) of individual travelers to improve the system performance. Extensive efforts have been made to develop strategies that can influence short- and long-term travel decisions to address goals from the perspectives of the system operator (such as a traffic control center, or a public or private transportation system management agency) and/or individual travelers. Growing automobile dependency and usage has led to increased traffic congestion, air pollution, productivity loss and physical inactivity in many metropolitan areas (Kenworthy and Laube 1999 Williamson 2016 Guo et al. The study findings and insights can provide valuable feedback to system operators for designing such apps to dynamically manage traffic in real-time and promote long-term sustainable mode shifts. The results illustrate that such apps with integrated AR, gamification, and social components can be used by policymakers to influence various aspects of travel behavior. The modeling results identify four types of variables (attitude and perceptions related to Pokémon GO, app engagement, play style, and sociodemographic characteristics) that affect users’ travel behavior. The ordered survey responses including frequency and likelihood are analyzed using random parameters ordered probit models to account for the unobserved heterogeneity across users and identify subpopulations of travelers who are more susceptible to the influence of Pokémon GO. An online survey is conducted to collect the self-reported behavior of a group of Pokémon GO users to explore its impacts on the following aspects of travel behavior: (1) the frequency of changing the route to interact with virtual objects (2) the likelihood of carpooling more instead of driving alone for more in-app collaboration and (3) the likelihood of shifting mode from drive alone to public transit, walking, and cycling if provided with additional incentives. Its gaming nature and social components can possibly enhance long-term user engagement through applying the characteristics of game elements and providing opportunities for competition, collaboration, companionship, and social reinforcement. Pokémon GO leverages AR to introduce virtual objects at fixed and dynamic locations that translate through the app interface to incentives in the real world that potentially influence users’ route and mode choices. This study aims to understand the impacts of Pokémon GO, a popular location-based augmented reality (AR) mobile gaming app, on route and mode choices.
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