Long-term evaluation of individualized marketing programs for travel demand management

Details

• Alternative Title:
  Long term evaluation of individualized marketing programs for TDM
• Creators:
  Dill, Jennifer ; Mohr, Cynthia
• Corporate Creators:
  Portland State University. Center for Urban Studies ; Nohad A. Toulan School of Urban Studies and Planning. Center for Transportation Studies
• Corporate Contributors:
  United States. Department of Transportation. Research and Innovative Technology Administration
• Subject/TRT Terms:
  • Travel demand
  • Travel demand management
  • Urban transportation policy Transportation demand management--Oregon
• Publication/ Report Number:
  OTREC-RR-10-08
• Resource Type:
  Tech Report
• Geographical Coverage:
  Oregon
• Edition:
  Final research report.
• Corporate Publisher:
  Oregon Transportation Research and Education Consortium
• Abstract:
  This research examines the use of individualized marketing as a transportation demand ; management (TDM) strategy, using the City of Portland’s SmartTrips program. This research ; project has two specific aims: (1) to evaluate whether the benefits of these individualized ; marketing programs continue to at least one year after the project ends; and (2) to examine ; whether the theory of planned behavior (TPB) can help explain the behavior changes identified. ; Surveys of residents conducted one or two years after the original program found that the share of ; daily trips made driving alone, walking, and bicycling were comparable to that found in the ; previous follow-up surveys, still significantly lower (for driving alone) or higher (for walking and ; bicycling) than the pre-surveys. This may indicate that the SmartTrips program was effective at ; changing behavior for a longer time period than previously measured. The theory of planned ; behavior (TPB) models were effective at explaining travel behavior. The models showed that ; attitudes, social norms, and perceived behavioral control explain a large share (45-55%) of the ; variance in travel behavior. The relative influence of each component of the model differed some ; by mode. ; The findings support previous research that individualized marketing programs can be effective at ; changing people’s travel behavior. The findings indicate that the benefits of the programs may ; extend beyond one year and up to at least two years. However, the research also found that the ; programs may not be as effective in environments that are less conducive to walking, bicycling, ; and transit. The research also found that that attitudes, norms, and perceptions play a large role in ; travel decisions. To be most effective, individualized marketing programs need to influence these ; factors, though efforts that focus on social norms to influence travel behavior may be less ; effective than those that include attitudinal and behavioral control components. Sensitivity to ; regional characteristics and the specific travel mode that is the target of interest is also warranted.
  More +
• Format:
  PDF
• Download URL:
  https://rosap.ntl.bts.gov/view/dot/18175/dot_18175_DS1.pdf
• File Type:
  [PDF - 914.43 KB]
• Collection(s):
  University Transportation Centers ; US Transportation Collection
• Main Document Checksum:
  urn:sha-512:c613786617d64e114d1372fb17211d120cf8312866a12b68d76a5bfb2c78ff04b0a004809f44138873490829305fb3e1dbaae1217b314f332d04450f9739ce99