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Influencing Mode Shift Through Behavioral Change Strategies
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2024-07-01
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[PDF-5.13 MB]
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Edition:Research Draft Report
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Abstract:This research is a behavioral approach to address the critical transportation challenges in Tennessee, particularly the reliance on Single Occupant Vehicles (SOVs). Despite efforts by different agencies across the US to promote sustainable alternatives through Travel Demand Management (TDM) initiatives, public participation and the effectiveness of these measures remain limited. This study aims to bridge this gap by evaluating successful strategies from literature and case studies, assessing current TDM practices, and gathering stakeholder feedback to propose enhancements. The primary objective is to provide TDOT with viable message-framing techniques to influence travel choices towards sustainable modes over SOVs. The research involves a comprehensive literature review, stakeholder surveys, and a user survey utilizing a stated choice questionnaire to assess the effectiveness of nudging messages to promote alternative modes of transport. Key findings indicate that while stakeholders are inclined towards alternative transportation modes, significant gaps exist in strategic planning and regional TDM committees. The study also reveals the positive impact of nudging techniques, particularly emotional, normative, and gain nudging, on promoting public transit choices. By integrating qualitative and quantitative methodologies, this research offers actionable recommendations to refine TDM initiatives, ultimately enhancing sustainable mobility in Tennessee.
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