How to enhance walking and cycling instead of short car trips
Keywords:mode choice, pedestrian, cyclist, car, marketing model
The EU-DG VII (Urban Sector) project WALCYNG, which has the goal to enhance walking and cycling instead of short car trips, has taken the non-profit-marketing concept, as basis for the research work. According to this concept, changes in road user behaviour shall be achieved by improving preconditions for walking and cycling in the physical sense (product policy); by improving the image of walking and cycling (communication policy); and by giving the road users who do not yet walk and cycle incentives to make them try these modes (incentive policy). All this should be done on basis of extensive knowledge about the status quo about the needs, wishes and perspectives of different groups of road users (information policy). To start with, one should focus on those, who already walk and cycle and on those who shall be convinced to start walking and cycling instead of using the car for short trips. WALCYNG was divided into 12 different work packages. The first seven work packages covered the information and product policy part. The last work packages dealt with communication and incentive policy. In the paper some of the results will be presented.