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.
  
  
• Format:
  PDF
• Collection(s):
  University Transportation Centers US Transportation Collection
• Main Document Checksum:
  urn:sha-512:c613786617d64e114d1372fb17211d120cf8312866a12b68d76a5bfb2c78ff04b0a004809f44138873490829305fb3e1dbaae1217b314f332d04450f9739ce99
• Download URL:
  https://rosap.ntl.bts.gov/view/dot/18175/dot_18175_DS1.pdf
• File Type:
  [PDF - 914.43 KB ]