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Promoting Public Transport Using Marketing Techniques in Mobility Management and Verifying their Quantitative Effects

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  • Ayako Taniguchi
  • Satoshi Fujii

Abstract

Mobility management (MM) is a transportation management policy that uses “soft” measures to attempt to reduce car use and promote sustainable transportation modes such as public transport, bicycles, and walking. Using communication and other means, MM induces voluntarily change towards more sustainable transportation modes. We implemented MM marketing to promote an experimental community bus service. This project had two components: a questionnaire conducted in the service area and a monthly newsletter. The questionnaire was more than a survey; it also communicated information about the bus and helped promote bus use. One month after the survey, we implemented a follow-up survey targeting the initial survey respondents. Results suggest that the MM program produced a general increase in bus use, as well as mouth-to-mouth advertising, that helped promote bus use. Copyright Springer Science+Business Media B.V. 2007

Suggested Citation

  • Ayako Taniguchi & Satoshi Fujii, 2007. "Promoting Public Transport Using Marketing Techniques in Mobility Management and Verifying their Quantitative Effects," Transportation, Springer, vol. 34(1), pages 37-49, January.
    • Handle: RePEc:kap:transp:v:34:y:2007:i:1:p:37-49
    DOI: 10.1007/s11116-006-0003-7
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    1. Frank M. Bass, 1969. "A New Product Growth for Model Consumer Durables," Management Science, INFORMS, vol. 15(5), pages 215-227, January.
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    Cited by:

    1. Kimihiro Hino & Ayako Taniguchi & Masamichi Hanazato & Daisuke Takagi, 2019. "Modal Shift from Cars and Promotion of Walking by Providing Pedometers in Yokohama City, Japan," IJERPH, MDPI, vol. 16(12), pages 1-14, June.
    2. Tørnblad, Silje H. & Kallbekken, Steffen & Korneliussen, Kristine & Mideksa, Torben K., 2014. "Using mobility management to reduce private car use: Results from a natural field experiment in Norway," Transport Policy, Elsevier, vol. 32(C), pages 9-15.
    3. Sunitiyoso, Yos & Avineri, Erel & Chatterjee, Kiron, 2013. "Dynamic modelling of travellers’ social interactions and social learning," Journal of Transport Geography, Elsevier, vol. 31(C), pages 258-266.
    4. Christina Gravert & Linus Olsson Collentine, 2019. "When nudges aren't enough: Incentives and habit formation in public transport usage," CEBI working paper series 19-10, University of Copenhagen. Department of Economics. The Center for Economic Behavior and Inequality (CEBI).
    5. Georgia Apostolou & Angèle Reinders & Karst Geurs, 2018. "An Overview of Existing Experiences with Solar-Powered E-Bikes," Energies, MDPI, vol. 11(8), pages 1-20, August.
    6. Paula Vicente & Elizabeth Reis, 2016. "Profiling public transport users through perceptions about public transport providers and satisfaction with the public transport service," Public Transport, Springer, vol. 8(3), pages 387-403, December.
    7. Beirão, Gabriela & Sarsfield Cabral, J.A., 2007. "Understanding attitudes towards public transport and private car: A qualitative study," Transport Policy, Elsevier, vol. 14(6), pages 478-489, November.
    8. Hung Wei, Chien & Yuan Kao, Chen, 2010. "Measuring traveler involvement in urban public transport services: The case of Kaohsiung," Transport Policy, Elsevier, vol. 17(6), pages 444-453, November.
    9. Avineri, Erel, 2012. "On the use and potential of behavioural economics from the perspective of transport and climate change," Journal of Transport Geography, Elsevier, vol. 24(C), pages 512-521.
    10. Sendy Farag & Glenn Lyons, 2010. "Explaining public transport information use when a car is available: attitude theory empirically investigated," Transportation, Springer, vol. 37(6), pages 897-913, November.
    11. Ayoubi, Charles & Thurm, Boris, 2020. "Pro-environmental behavior and morality: An economic model with heterogeneous preferences," OSF Preprints w8afg, Center for Open Science.
    12. Chowdhury, Subeh & Ceder, Avishai (Avi), 2016. "Users’ willingness to ride an integrated public-transport service: A literature review," Transport Policy, Elsevier, vol. 48(C), pages 183-195.
    13. Bamberg, Sebastian & Fujii, Satoshi & Friman, Margareta & Gärling, Tommy, 2011. "Behaviour theory and soft transport policy measures," Transport Policy, Elsevier, vol. 18(1), pages 228-235, January.
    14. Tomohide Azami & Kento Nakagawa & Ayako Taniguchi, 2021. "Effect of Low-Cost Policy Measures to Promote Public Transport Use: A Case Study of Oyama City, Japan," Sustainability, MDPI, vol. 13(11), pages 1-20, May.
    15. Sunitiyoso, Yos & Avineri, Erel & Chatterjee, Kiron, 2011. "The effect of social interactions on travel behaviour: An exploratory study using a laboratory experiment," Transportation Research Part A: Policy and Practice, Elsevier, vol. 45(4), pages 332-344, May.
    16. Gravert, Christina & Olsson Collentine, Linus, 2021. "When nudges aren’t enough: Norms, incentives and habit formation in public transport usage," Journal of Economic Behavior & Organization, Elsevier, vol. 190(C), pages 1-14.
    17. Wei, Fangfang & Jia, Ning & Ma, Shoufeng, 2016. "Day-to-day traffic dynamics considering social interaction: From individual route choice behavior to a network flow model," Transportation Research Part B: Methodological, Elsevier, vol. 94(C), pages 335-354.
    18. Büchs, Milena & Bahaj, AbuBakr S. & Blunden, Luke & Bourikas, Leonidas & Falkingham, Jane & James, Patrick & Kamanda, Mamusu & Wu, Yue, 2018. "Promoting low carbon behaviours through personalised information? Long-term evaluation of a carbon calculator interview," Energy Policy, Elsevier, vol. 120(C), pages 284-293.
    19. Cardell-Oliver, Rachel & Olaru, Doina, 2022. "CIAM: A data-driven approach for classifying long-term engagement of public transport riders at multiple temporal scales," Transportation Research Part A: Policy and Practice, Elsevier, vol. 165(C), pages 321-336.
    20. Zhang, Guijie & Wei, Fangfang & Jia, Ning & Ma, Shoufeng & Wu, Yi, 2019. "Information adoption in commuters’ route choice in the context of social interactions," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 300-316.
    21. Masao Ichikawa & Shinji Nakahara & Hideto Takahashi, 2016. "The impact of transportation alternatives on the decision to cease driving by older adults in Japan," Transportation, Springer, vol. 43(3), pages 443-453, May.
    22. Ayoubi, Charles & Thurm, Boris, 2020. "Pro-environmental behavior and morality: An economic model with heterogeneous preferences," OSF Preprints w8afg_v1, Center for Open Science.
    23. Candice C Howarth & Polyvios Polyviou, 2012. "Sustainable travel behaviour and the widespread impacts on the local economy," Local Economy, London South Bank University, vol. 27(7), pages 764-781, November.

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