Incentivised Travel and Mobile Application as Multiple Policy Intervention for Mode Shift

Abstract

Transport is one of the influential aspects of a person's day-to-day life, as their activities cannot be fulfilled without moving. To expect a person to change their travel behaviour, from their routine or regular pattern, involves major decisions that are subject to a weighting process of gain and loss. While the decision to cancel a trip and choose an alternative travelling route is much easier to call, mode shift to public transportation is way more complex and requires encouraging factors to make it happen. The objective in this study is to investigate the impact of incentive programmes and mobile applications on mode shift. A conceptual structural equation model (SEM) is developed based on questionnaires to analyse the conceptual model by virtue of applying statistical methods. The model results have indicated that the simultaneous implementation of mixed mode strategies are more effective in encouraging travel mode choice decisions. These strategies are push-pull approach (PPA) and pull-information approach (PIA). The right formula between incentive programmes and push factors can encourage behavioural change in mode choice (PPA strategy), whereas the pull or soft policies with the right travel application can be vital in mode choice (PIA strategy). In terms of significance, the PIA is twice the significance of PPA.