This paper intends to assess the effect of different parameters on traffic congestion around universities. On the basis of the model outputs, it is possible to propose economic countermeasures for reducing traffic congestion, especially in developing countries. Structural equation modelling was used to assess the relevance between characteristics of students, features of different modes, environmental conditions and daily demand variations with traffic congestion. The Shahid Bahonar University of Kerman in Iran was considered as a case study. The results showed that it is necessary to decrease the demand first. For this purpose, rescheduling courses is essential to distribute classes more effectively within a week. Virtual classes can be used more frequently as a substitute for traditional on-campus courses. The probability of using buses should be increased by reducing waiting time and fares, and promoting their safety. Similarly, taxi use can be increased by improving safety and waiting time. To reduce the likelihood of using private cars, pricing strategies must establish more limitations for using university carparks.