Travel Behavior Analysis of South Perth Individualized Marketing Intervention

Abstract

The Western Australia Department for Planning and Infrastructure has initiated a unique information provision program to decrease the use of cars and increase nonmotorized transport. The program contains a component in South Perth that uses individualized marketing techniques to inform travelers about alternatives to the private automobile. Data about this program have been collected in the past 3 years, offering the opportunity to assess the program’s success. Regression analysis has been used to estimate the effect of information provision on program participants’ travel behavior for mobility and, more specifically, mode choice. Program participants, persons who agree to receive and use information, when compared with a variety of other groups consistently use the car as driver the least and appear to have increased their nonmotorized trip making. The findings here are extremely encouraging, and programs like this should be considered in other urban settings.