Travel behaviour change impacts of a major ride to work day event

While there is increasing interest in the field of travel behaviour change, relatively little attention has been given to the behaviour change potential of major events. 'Ride to Work Day' is an annual event which attracts thousands of participants and actively promotes riding to and from work throughout Victoria in Australia. The methodology used to assess the impact of the event on travel behaviour has evolved from a monthly panel survey of event participants to a single follow-up survey five months after the event which focuses on travel behaviour and measurement of the stage of engagement in the behaviour change process. About one in five of those participating in the event are riding to work for the first time. More than one in four (27%) of those who rode to work for the first time as part of the event were still riding to work five months after the event. Over 80% of first-timers indicated that the event had a positive impact on their readiness to ride to work with 57% indicating that it influenced their decision to ride. The event was found to have a greater impact on influencing behaviour change for female than male riders.