Area Licensing Scheme (ALS) has been recently considered one of the key congestion pricing measures in many cities, and the scheme is also being investigated for future implementation in Bangkok. This research aims to investigate travelers' problem perception, attitude towards measure, degree of acceptability, factor influencing degree of acceptability, and suggestion to increasing acceptability. Located in the center business district (CBD) area of Bangkok and consistently faced with day-to-day severe traffic congestion, Bang-rak district was chosen as the focus of the present study. A total of 909 travelers who commute in the area were interviewed. Applying statistical analysis methods, it was found that air pollution problem was ranked the highest in terms of the current problems found in the area for both social and personal perspectives. Surprisingly, more than 53 percent of public responses revealed a positive attitude towards a concept of limiting automobile use in the area; however, up to 66 percentof automobile users perceived difficulty when asked to reduce their car trips. In addition, according to the survey, most of the respondents, especially public transport user, rather accepted the ALS and intended to avoid driving in the area when the scheme becomes active, and they intended to use the available public transport of park-and-ride facility more frequently. Applying multiple linear regression analysis, factor influencing degree of acceptability composed of social norms, equity, individual claims, effectiveness, revenue allocation, monthly driving distance, lower than bachelor degree of education, and being student. The acceptability can be increased by inform public in issue about the influential factor.
