'I feel the weather and you just know'. Narrating the dynamics of commuter mobility choices
'I feel the weather and you just know'. Narrating the dynamics of commuter mobility choices
复制标题
“我感觉到天气，你就知道”。
DOI：
10.1016/j.jtrangeo.2022.103407
复制
发表时间：
2022
影响因子：
6.1
通讯作者：
Barr S
中科院分区：
文献类型：
--
作者：
Barr S
促进旅行行为改变的努力经常采用社会营销战略，其基础是通过量化细分技术将人口划分为离散的目标群体。这些技术为理解行为选择和动机提供了重要基础，经常使用可用于规划干预措施的心理结构。然而，在理解旅行行为的动态和与个人流动性相关的意义方面，单纯的定量方法所能为从业人员提供的帮助是有限的，这些意义可用于设计适当的干预措施。在本文中，我们提供的证据，主张混合方法的方法，从定量细分和定性数据的见解可以用来揭示影响旅游决策的因素的经验性质。为了追求这一论点，我们目前的研究结果与通勤者在埃克塞特，英格兰西南部的城市。使用来自五个研讨会的数据，我们说明了参与者表达的方式，并赋予意义的一系列出行方式的影响，确定使用定量细分技术为特定的通勤群体（私家车，公共交通，步行，骑自行车和组合的模式）。我们展示了如何理解旅行行为的动态性并揭示其意义，为设计干预措施提供机会，为促进远离碳密集型运输提供途径。
Efforts to promote travel behaviour change have frequently deployed social marketing strategies that are based on characterising populations into discrete target groups through quantitative segmentation techniques. Such techniques provide an important basis for understanding behavioural choices and motivations, frequently using psychological constructs that can be used for planning interventions. However, there are limitations to what a solely quantitative approach can offer practitioners in terms of understanding the dynamics of travel behaviour and the meanings associated with personal mobility that can be used to design appropriate interventions. In this paper we provide evidence to argue for a mixed-methods approach, where insights from quantitative segmentation and qualitative data can be used to reveal the experiential nature of factors that influence travel decision making. To pursue this argument we present findings from research with commuters in the city of Exeter, South West England. Using data from five workshops, we illustrate the ways in which participants articulated and gave meaning to a series of travel mode influences identified using quantitative segmentation techniques for specific commuter groups (private car, public transport, walking, cycling and a combination of modes). We demonstrate how both understanding the dynamism of travel behaviour and revealing its meanings can present opportunities for designing interventions, offering pathways to promote shifts away from carbon intensive transport.