The Novaliches-Lagro Growth Area (NLGA) in Quezon City is characterized by the presence of large shopping malls along its main transport corridor. The research documented the transportation problem issues and concerns in the area through stakeholder consultations and field survey and supported by characterizatioin of its traffic condition. Traffic congestion during peak hours, air pollution from motor vehicles and inefficient public transportation, were identified as the main problems and concerns in the area. To address these, the local government is focused mainly on traffic management and enforcement. There is a need to augment these strategies, which is the focal point of this study.
The study developed an approach to engage malls in addressing transport problems through travel demand management (TDM) strategies. These measures were presented to mall managers in NLGA and were asked to rate their acceptance in supporting the implementation of these strategies. Multiple criteria decision analysis was used to rank selected TDM using these criteria: effectiveness, ease of implementation, and acceptance of mall developers on the TDM option. Results showed that public transport terminal improvements, rail transport and mall connectivity, bicycle-friendly malls, and, pedestrian accessibility improvements are recommend TDM measures for addressing traffic congestion in the NLGA. The research also recommends that this simple approach, developed in the study can be applied by other cities in order to come up with TDM strategies that can help address urban transport concerns in their areas.