Public perceptions of the use of dynamic message signs

Intelligent transportation systems have been promoted as a means to improve both the efficiency and safety of the road network. The effectiveness of advanced technologies in improving road safety has been an area of research which has thus far yielded mixed results. In order to ensure that advanced technologies deliver on their intended outcomes, more research has to be devoted to understanding road users' perceptions and reactions to these systems. This study examines drivers' perceptions of the use of dynamic message signs and their self‐reported reactions to the messages displayed. In general, drivers support the use of highway electronic boards for traffic incident reports and weather information which have an impact on traffic delays and level of service. They also think that it is a good idea to display road safety messages and to remind drivers to drive safely and be courteous on the roads. Moreover, most drivers reported that they do read and think about the messages displayed and react positively to some of the road safety messages.