Do supra-modal traveller types exist? A travel behaviour market segmentation using Goal framing theory

Travel behaviour market segmentations have become a popular method of identifying different types of car users, bicyclists or public transport users. However, while previous studies have looked at different types of users within single modes, such as the car, little research has explored the existence of traveller types transcending modes. The study presented here is an extension of an earlier segmentation study that distinguished travellers based on their individual preferences, yet did so independent of their current mode choice. The data came from a travel survey at a middle-sized UK university and were analysed using a combination of hierarchical and iterative partitioning methods. Crucially, however, the current study uses a different theoretical framework to previous segmentation research—goal framing theory—which may more adequately explain the findings than models used in the past such as the theory of planned behaviour. The findings supported earlier work, suggesting the presence of seemingly stable traveller types that cut across modes and can be distinguished based on gain, hedonic and normative goals. This has important implications for policies aimed at encouraging mode change which may have been too preoccupied with changing people’s attitudes rather than paying attention to people’s underlying travel preferences.