Given a parking structure where vehicle identification devices are placed so that they can identify the entry and exit of individual vehicles, techniques and systems recommend a parking zone with available spaces to a driver based on likely desirability, which may reduce vehicle emissions associated with cruising for a parking space. Techniques include determining a zone recommendation by selecting the zone having the highest attractiveness value and an occupancy ratio lower than a threshold, and modifying parking metrics in accordance with the probability that the driver will follow the recommendation. Vehicle metadata may be used as a factor in the zone recommendation. Information about actual driver parking behavior and/or an analysis of historical parking records may be used to adjust system parameters, including the probability the driver will follow the recommendation and the attractiveness values.