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Travel Behaviour Change Experiments: Methods and

Results

Eric [email protected]

22nd April 2013

mailto:[email protected]

Management of Transport Supply and Demand (END5035Z) Travel Behaviour Change Experiments: Methods and Results

Travel behaviour change is an act or process of modifying how people move from one place to the other

Travel behaviour change experiments are procedures undertaken to test and/or demonstrate the effectiveness of different TDM measures

What are travel behaviour change experiments?


• To test the effectiveness of different TDM measures

• Know and predict response to TDM measures• Determine sectors of population most

susceptible to TDM measures• TDM measures are context sensitive

Why the need for TBC experiments?


• Several categorisations of TDM measuresSo what are some of the categories of TDM measures?

Litman 2003 May et al 2003 Vlek and Michon 1992

Improvements in transport options

Land-use policies Physical changes

Provisions of incentives Infrastructure provision Law regulations

Land use management Management and regulation

Economic incentives and disincentives

Policy and planning reforms

Information provision Information

Support programmes Attitudinal and behavioural measures

Education and prompts

Pricing


Steg 2003• Structural strategies – aimed at changing

context– Physical changes– Financial-economic stimulation– Legal regulation

• Psychological strategies – aimed at changing perceptions, beliefs, attitudes, values and norms– Information and education

General categorise of TDM measures


Jones 2003, Schuiteman 2003, Steg and Vlek 1997, Stradling et al 2000, Thorpe et al 2000

• Pull – encourage the use of alternative modes of transport to cars without affecting car use

• Push – discourage car use by making it less attractive



Taylor and Ampt 2003• Voluntary – empower people to change their

behaviour without any form of external stimuli (coercive or otherwise)

• Non-voluntary – people are forced to make behavioural changes



Steg 2003Jones 2000, .. etc Examples

Structural Physical changes Pull Bus, walking, cycling lanes; park and ride

Push Road blocks, bollards, reduction in road lanes

Legal regulations Pull Bus, cycle prioritization

Push Laws preventing cars in CBD

Financial-economic

Pull Bus far subsidies

Push Taxes on cars, road pricing, tolls

Psychological Information and education

Pull Benefits of bus, cycle usage

Push Negativities in the use of cars


How are behavioural changes measured?

Jones et al 2009


Road Closures• Fujii et al 2001– 8-day highway closure caused significant increase in

public transport use even one year after the closure

Road Pricing• Jakobsson et al 2000– Found lower income car users reduced car use with

road pricing

Non-Voluntary TBC experiments


http://maxkatz2.livejournal.com/2212.html?thread=6820

Examples of Non-Voluntary TBC programs

• Copenhagen, Denmark– Main street, Stroget

pedestrianized in 1962– Amidst scepticism, it

proved popular– Over 96 000m2 car-free

space by 1996 (33% street and 67% city squares)

http://maxkatz2.livejournal.com/2212.html?thread=6820


Copenhagen city centre


Examples of Non-Voluntary TBC programs - contd

Burrard bridge, Vancouver– City wanted to decrease the

8000 – 9000 cars per day– Closed off a lane for cyclists in

1996 for one week– Angry motorist forced it to

close– 39% increase in cyclist and 9%

decrease in drivers– 20 min delays on first day

decreased to a few minutes at the end of the week

– Made permanent in 2010 with more preparations

http://www.renthomas.ca/transportation/the-trials-of-the-burrard-bridge

http://www.renthomas.ca/transportation/the-trials-of-the-burrard-bridge


• Wolverhampton, England– Major congestions in the 1980s– Blocked the north-south and east-west routes

through the city– Removed about 8000 through-traffic cars per day

from city centre– Predicted congestion did not occur as traffic

disappeared

Examples of Non-Voluntary TBC programs - contd

European Commission, Reclaiming city streets for people: Chaos or quality of life?


Information – mass or personalised • Beale and Bonsall 2007

– To correct misconceived perceptions about bus use; contained some anti-car messages

– Increase bus use among regular bus users and car users– Regular car uses however had a bad attitude towards the information

• Mutrie et al 2002– Information about walking routes and safety– Increased in walking to work

• Rose and Marfurt 2007– Information; poster and postcards about Ride to work day event in

Victoria, Australia containing maps of bicycle lanes– Observed increase in bicycle ridership

Voluntary TBC experiments


Incentives – free or subsidised tickets • Hunecke et al 2001

– Free subway ticket given participants after being provided with information about the consequences of continual car use

– Increased in PT use among participants with free tickets• Matthies 2006

– Participants made to commit to bus use, others giving free bus ticket in addition

– Higher bus use among participants with free bus tickets• Fujii and Kitamura 2003

– One-month ticket given to student car users along with bus route maps

– Overall increase in bus use even though higher ridership were recorded during the validity of ticket



Feedback• Fujii and Taniguichi 2005– Individualised information on reducing car use; one

group asked to make plans in addition– Higher reductions in planning group compared to

advise group



• Travel Blending in Australia– Individual travel behaviour change program– Participants are sent four kits – information

booklets, travel diaries – over a nine week period– Feedback giving on their travel patterns (vehicle

emissions) by analysing the travel diaries– Pilot tested in Sydney and Adelaide– Tailored feedback was the major cause of behaviour

change

Examples of VTBC programs

http://www.travelsmart.gov.au/training/packaging_comm_blend.html#8

http://www.travelsmart.gov.au/training/packaging_comm_blend.html#8


• Individualised Marketing (IndiMark®)– Concept from Socialdata Germany – Potential PT users contacted directly, motivated and given

information on PT– Selected candidates were also given a one-month PT ticket– First tested in Kassel, Germany – resulting in nearly double

use of PT in test group with results remaining the same for almost four years

– Implemented in a lot of cities thereafter;• South Perth in Australia• Portland in USA• Gloucester, Frome in UK• …etc

Examples of VTBC programs


• TBC experiments are used to test the efficiencies of different TDM measures

• Important because TDM measures are not necessarily transferable but context sensitive

• Before and after survey usually used to estimate change• There are several categories of TDM measures; but they can

be grouped either as pull or push, and voluntary or non-voluntary

• Push or non-voluntary measures are seen to be much effective compared to pull or voluntary measures but generally not accepted

• Three main types of voluntary measures – information, incentives, feedback

Summary


Questions

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