How can you encourage travelers to change their transportation habits?

1 The role of transportation planning

Transportation planning is the process of developing and evaluating policies, programs, and projects that affect the movement of people and goods. Transportation planners aim to improve the efficiency, safety, accessibility, and environmental performance of the transport system. One of the main challenges that transportation planners face is how to encourage travelers to change their transportation habits, especially when they are used to driving alone, have limited options, or face barriers to switching modes.

2 The factors that influence travel behavior

Travel behavior is the result of a complex interaction of personal, social, economic, and environmental factors. Such factors include travel needs, such as purpose, frequency, distance, and time; travel preferences like mode, route, and service quality; travel constraints which consider availability, affordability, convenience, and reliability; travel attitudes that reflect beliefs, values, and norms; and travel habits which refer to routines, patterns, and inertia. All of these influence travel decisions.

3 The strategies to influence travel behavior

Transportation planners can use various strategies to influence travel behavior according to the goals, context, and resources of the project. These strategies include providing travelers with accurate information and education about the benefits and costs of different travel options, offering rewards or penalties for certain travel modes, improving the supply and quality of infrastructure and services for alternative modes, setting and enforcing rules and standards that regulate the use of different travel modes, and involving travelers and stakeholders in the planning process.

4 The tools to measure and monitor travel behavior

Transportation planners need to measure and monitor travel behavior to assess the effectiveness, efficiency, and equity of their strategies. To do this, they can use surveys and interviews to collect data from travelers and stakeholders about their travel characteristics, preferences, attitudes, and satisfaction. Observations and counts are an additional tool for recording data from direct or indirect observations of travelers and vehicles on the transport network. Additionally, sensors and devices such as GPS, RFID, cameras, or smartphones can be used to track and record the location, speed, and movement of travelers and vehicles. Lastly, models and simulations can be employed to estimate, predict, or test the impacts of different scenarios on travel behavior and outcomes.

5 The benefits of changing travel behavior

Changing travel behavior can have multiple benefits for travelers, transportation planners, and society as a whole. For example, travelers can help mitigate climate change and improve air quality by shifting from driving alone to using more efficient and cleaner modes of transport. Additionally, reducing the number of vehicles on the road or spreading the demand over time and space can help ease traffic flow and save time. Furthermore, by using less fuel, parking, maintenance, or insurance, or by avoiding accidents, fines, or tolls, travelers can save money and reduce risks. Moreover, choosing active modes of transport such as cycling or walking can improve physical and mental health and well-being. Finally, increasing the availability and affordability of diverse and integrated travel options can improve access to opportunities and services while reducing social and spatial inequalities.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?