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Long-Term Evaluation of Individualized Marketing Programs for Travel Demand Management. Final Report.
| 题名： | Long-Term Evaluation of Individualized Marketing Programs for Travel Demand Management. Final Report. |
| 作者： | Dill-J.; Mohr-C. |
| 关键词： | *Travel-demand; *Transportation-planning; *Marketing-.;Long-range-planning; Commuting-patterns; Human-behavior; Psychology-; Driving-; Walking-; Bicycling-; Evaluation-; Methodology-; Surveys-; Research-project. |
| 摘要： | 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. |
| 报告类型： | 科技报告 |
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