Evaluation of voluntary travel behaviour change: Experiences from three continents
Evaluation of voluntary travel behaviour change: Experiences from three continents
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DOI：
10.1016/j.tranpol.2009.10.003
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发表时间：
2009-11-01
期刊：
影响因子：
6.8
通讯作者：
Wall, Rob
中科院分区：
文献类型：
--
作者：
Broeg, Werner;Erl, Erhard;Wall, Rob
在过去的20年里，志愿旅行行为改变（VTBC）倡议的数量、范围和规模在全球范围内迅速增长。这些所谓的“软”措施挑战了模式转变只能通过“硬”基于系统的措施或通过监管来实现的假设。VTBC最引人注目的举措之一是一项以家庭为基础的行为改变技术，即个性化旅游营销。这种对话营销方法是由Socialdata（品牌名称为IndiMark (R)）开发的，以回应其自己的研究表明，缺乏信息和动机，以及对汽车替代品的错误认知，是模式转变的重大障碍。IndiMark已经在100多个试点项目和近150个大型项目中得到了应用，覆盖了三大洲的300多万人。这种广泛接受的一个关键因素是始终使用详细的评估设计，在IndiMark干预之前和之后使用Socialdata的KONTIV (R)调查方法进行旅行行为调查。这种完善的设计采用了一种自我管理的邮寄问卷，再加上通过邮寄和电话的激励，以鼓励高回复率（通常在60%到80%之间），从而提供有关移动行为的可靠数据。本文综述了利用KONTIV (R)测量方法评价IndiMark技术的发展及其主要特点。它利用这一经验来解决VTBC倡议评估中的关键挑战，并确定综合方法的共同线索，这可能会加强所有软措施的案例。2009爱思唯尔有限公司版权所有。
The past 20 years has seen a rapid growth across the world in the number, range and scale of voluntary travel behaviour change (VTBC) initiatives. These so-called 'soft' measures have challenged the assumption that modal shift is only possible through 'hard' system-based measures, or through regulation. Among the most high-profile VTBC initiatives is a household-based behaviour change technique known as Individualised Travel Marketing. This dialogue marketing approach was developed by Socialdata (under the brand name IndiMark (R)) in response to its own research suggesting that a lack of information and motivation, and incorrect perceptions of the alternatives to the car, were significant barriers to modal shift. IndiMark has been applied in more than 100 pilot and nearly 150 large-scale projects, targeting a total of more than three million people on three continents. A key factor in this widespread take up has been the consistent use of a detailed evaluation design, employing travel behaviour surveys before and after the IndiMark intervention, using Socialdata's KONTIV (R) survey method. This well-established design uses a self-administered, mail-back questionnaire, coupled with motivation by post and telephone to encourage high response rates (typically between 60% and 80%) helping to provide reliable data on mobility behaviour. This paper reviews the development of the IndiMark technique and the key features of its evaluation using the KONTIV (R) survey method. It draws on this experience to address key challenges in the evaluation of VTBC initiatives, and to identify the common threads of an integrated approach which might strengthen the case for all soft measures. (C) 2009 Elsevier Ltd. All rights reserved.