Conference Interactive Program
To view the 2013 Annual Meeting Interactive Program
TRB 91st Annual Meeting (January 22-26, 2012)
Innovations in Activity and Travel Behavior
Jan 25 2012 8:30AM- 10:15AM
Hilton, International Center
Social Marketing Technique for Soft-Measure Personalized Travel Plans (12-4018)
The objective of the present work is to provide a detailed review of methods and initial results obtained from a soft measure implementation in Cagliari (Italy) from May to June 2011. In particular, the aspects highlighted in this paper concern the personalization of information and motivation to promote a new light metro line. The proposed approach computes the personal costs and benefits of current tours vs. proposed ones, and creates a personalized travel plan for each of the 35 participants, 11 metro users and 24 car drivers. The inclusion in the program of current service users is essential to investigate the motivational drivers that can be extended to prospective users. Tour costs and benefits are computed using personal activity-travel data recorded by participants during a one-week survey using an innovative device, called Activity Locator (Meloni et al., 2009). The personalized travel plans are presented in a pocket-size pamphlet containing both personalized activity-travel tips for travel behavior changes (informational aspects) and a cost-benefit comparison of current and proposed tours (motivational aspects). Ultimately, the program is intended to involve the participation of over 200 individuals by the end of the year 2011, enabling us to further evaluate overall program effectiveness.
Meloni, Italo , University of Cagliari, Italy
Porcu, Silvio , University of Cagliari, Italy
Spissu, Erika , Cintra US
Transportation Research Board. 500 Fifth St. NW, Washington, D.C. 20001
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