TCRP Report 122: Understanding How to Motivate Communities to Support and Ride Public Transportation
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TCRP Report 122:
Understanding How to Motivate Communities to Support and Ride Public Transportation
(2008)
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Overview

Authors

Description

TRB's Transit Cooperative Research Program (TCRP) Report 122: Understanding How to Motivate Communities to Support and Ride Public Transportation explores the methods and strategies used by public transportation agencies in the United States and Canada to enhance their public images and motivate the support and use of public transportation. The report identifies and describes methods and strategies used by other industries (comparable to public transportation) to enhance their public image and to motivate the support and use of their products and services. This report also examines the perceptions, misperceptions, and use of public transit, and the extent to which these affect support. Finally, the report identifies effective communication strategies, campaigns, and platforms for motivating individuals to action in support of public transportation, as well as ways to execute those communication strategies, campaigns, and platforms.

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Publication Info

92 pages | 8.5 x 11
Contents

Table of Contents

skim chapter
Front Matter i-x
Summary 1-8
Chapter 1 - Introduction 9-9
2.3.1 Overview 10-10
2.3.3 Sample Stratification for All Primary Research 11-11
3.2 Transit Industry Stakeholders 12-12
3.3.1 Overview 13-13
3.3.2 Seniors 14-14
3.3.4 Anti-Transit Sentiment 15-15
3.4.1 Characteristics of Transit Linked to Values 16-17
3.4.2 Comparisons with Driving 18-18
3.5 Market Segmentation 19-19
3.5.1 Attitude-Based Segmentation 20-20
3.5.2 Behavior-Based Segmentation 21-21
3.6.1 Challenges of Transit Marketing 22-22
3.6.3 Local Initiatives 23-23
3.7.1 Changing Travel Patterns 24-24
3.7.3 Institutional Barriers 25-25
3.8.2 Influence of Attitudes on Behavior 26-26
3.8.3 Influence of Values on Behavior 27-27
3.9 Social Marketing 28-29
3.10.5 Afterschool Alliance 30-30
3.10.9 UnitedHealthcare 31-32
4.1.1 Role of Transportation 33-33
4.1.2 Perception of Transit Riders 34-34
4.1.4 Advantages and Disadvantages of Transit 35-36
4.1.5 How Does Transit Fit Into Your Community? 37-38
4.1.6 Support 39-39
4.2 Preliminary Quantitative Interviews 40-40
4.3.1 Awareness and Use of Local Public Transit and Transit Services 41-46
4.3.2 Perceptions and Attitudes Toward Transit 47-53
4.3.3 Current Transit-Supporting Behaviors 54-58
4.3.4 Personal Deep-Rooted Values 59-69
5.2 Main Drivers of Support 70-70
5.3.1 Drivers of Support in Low-Population Density Markets 71-71
5.3.3 Drivers of Support in High-Population Density Markets 72-76
6.1 Summary of Relevant Research Findings 77-77
6.3.1 Rationale 78-78
6.3.3 Representative Tagline 79-79
References 80-81
Abbreviations used without definitions in TRB publications 82-82

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