This paper describes the experimental design of a Voluntary Travel Behaviour Change program (VTBC) implemented in Cagliari (Italy), for promoting a Light Rail service. More specifically the results from two different types of VTBC techniques, (1) Personalized Travel Planning (PTP) and (2) Public Transport Information and Marketing (PTIM), are compared in order to evaluate their different impact on travel behavioural change. PTPs offer personalized and customized travel solutions devised on the basis of the observed travel behaviour of individuals, to encourage them to travel more sustainably, while PTIMs use more general information to promote transit use through advertising campaigns. Results seem to have important policy implications. Indeed, they indicate that providing car users with tailored travel solutions (PTP) have a greater positive effect on behavioural change, compared to the mass communication approach (PTIM).
Impact Assessment of Travel Behavior Change Program: A Case Study of Light Rail Service in Cagliari, Italy.
SANJUST DI TEULADA, BENEDETTA;MELONI, ITALO;
2013-01-01
Abstract
This paper describes the experimental design of a Voluntary Travel Behaviour Change program (VTBC) implemented in Cagliari (Italy), for promoting a Light Rail service. More specifically the results from two different types of VTBC techniques, (1) Personalized Travel Planning (PTP) and (2) Public Transport Information and Marketing (PTIM), are compared in order to evaluate their different impact on travel behavioural change. PTPs offer personalized and customized travel solutions devised on the basis of the observed travel behaviour of individuals, to encourage them to travel more sustainably, while PTIMs use more general information to promote transit use through advertising campaigns. Results seem to have important policy implications. Indeed, they indicate that providing car users with tailored travel solutions (PTP) have a greater positive effect on behavioural change, compared to the mass communication approach (PTIM).
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