Pull measures:

TDM measures, which is known as Transportation Management or Travel Demand

Management, aims to take full advantage of the productivity of the urban transport system by
decreasing superfluous private vehicle usage and enhancing more effective, healthy and
environment-friendly modes of transport, in general being public transport and non-motorized
transport (Broaddus, Litman, & Menon, 2009). TDM measures depend on Push and Pull
measures and it is showed that both strategies have a close relationship which means they
are related strongly with each other. Whereas Push measures discourage the utilization of
private vehicles, Pull measures encourage other modes of transport to be used. This following
analysis will suggest some Pull TDM measures for transport demand management in Komtar
area.

In order to achieve and maximize the efficiency and advantages, pull measures should be
implemented, which comprises a variety of investments in high quality infrastructure and
services so that it has ability to promote alternative modes to compete with car travel thanks
to its convenience and time-efficiency (Broaddus, Litman, & Menon, 2009)

First of all, one of the pull measure is improving Travel Information Systems. It not only
includes travel planners such as paper based, mobile phone or other electronic systems, but
also is related to real time information systems. It is obvious that upgraded information is very
important and essential to improve the image of land public systems for this area. The
timetable and route information at the bus stops and stations should be updated frequently
according the changes of this public transport. Additionally, with the development of
information systems starting with paper based systems leading to real time information
systems and journey planner, this will allow users to decide the choice of land public transport
mode for their journey. Therefore, this will enhance the effectiveness of public transport
systems (Suruhanjaya Pengangkutan Awam Darat, 2011)

Otherwise, Improving the quality of public transport plays a significant role to the
encouragement of reducing private vehicles. By reinforcing the image of public transport,
improving its safety and security (such as adequate lighting and visibility) which will help to
retain and attract riders. Addition to extending the ability of accessibility, this will create more
opportunities and attract more people and visitors to use public transport.

Especially, a greater requirement to protect buses from increasing congestion and to develop
a bus priority network will be essential to support modal transfer from private vehicles
(Suruhanjaya Pengangkutan Awam Darat, 2011). A signal prioritization will promote buses to
travel faster and improve reliability. This connects buses with transponders which interact with
traffic signals. Thanks to this telematics technology, the traffic signal can recognize a bus is
coming and react so as to allow the bus to pass either by turning green or remaining green for
an extended period. Thus, this will be very useful if this technology is set in conjunctions
(Broaddus, Litman, & Menon, 2009).

Other than that, improving walking and cycling conditions around Komtar area is also one of
the necessity that need implementing to improve mobility options. It is recommended to
ameliorate safe sidewalks and crosswalks which can accommodate many pedestrians and
types of pedestrian. It can be seen clearly that Komtar area is the place that attract a numerous
quantity of people and tourists walking around every day, the sidewalks and paths must be
wide enough with a clear walking area such as utility poles, water hydrants and other street
furniture should be in the edges, etc. Other than that, crosswalk should be painted, signed and
lighted clearly. Maintenance is also needed to repair pavement over a certain period and keep
pathways from litters and obstructions. Pedestrian countdown signals and street furniture (eg:
benches, street lights or public toilets) should be provided enough and placed at suitable
position. Especially, it will be very useful if local authorities can provide covered waiting areas
to protect passengers from sun and rain (Broaddus, Litman, & Menon, 2009). It is also
important to provide pedestrian zones around Komtar since here is the shopping center and
streets may restrict normal traffic circulation.

Penang attracts a significant number of travelers every day and Komtar is considered one of
the most visiting center which means there will be high potential bicycle users and they may
be discouraged by the shortage of bicycles. Although government and local authorities have
provided “bike sharing systems”, it is still not enough to support a large number of people and
bicycle stations are still faraway form each other. Thus, these shared bicycle services should
be provided more around Komtar area on the street corners (Broaddus, Litman, & Menon,
2009).

Penang is known as the city that most of the people travel by car, which indicates that the
demand for cars is very high. In this situation, Car Pooling (the shared use of private car for a
journey often by people in a common workplace with similar journey) and Car Sharing (people
can rent cars for short periods) should be promoted (Suruhanjaya Pengangkutan Awam Darat,
2011). This not only will lead to the reduction of the need to own a car, but also become an
intermediary status offering customers the glamour of car use, without the financial burden of
car ownership (Broaddus, Litman, & Menon, 2009).
References
Broaddus, A., Litman, T., & Menon, G. (2009, April). Transportation Demand Management. Đượ c
truy lụ c từ http://www.sutp.org/files/contents/documents/resources/H_Training-
Material/GIZ_SUTP_TM_Transportation-Demand-Management_EN.pdf

Suruhanjaya Pengangkutan Awam Darat. (2011, September). greater Kuala Lumpur/ Klang Valley
Land Public Transport Master Plan. Đượ c truy lụ c từ
http://www.spad.gov.my/sites/default/files/TDMP-MP-MOC_110913-v1.0.pdf