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.
National Research Council. TCRP Report 122: Understanding How to Motivate Communities to Support and Ride Public Transportation. Washington, DC: The National Academies Press, 2008.
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