Promoting Public Transport Using Marketing Techniques in Mobility Management and Verifying their Quantitative Effects

Ayako Taniguchi () and Satoshi Fujii ()

Transportation, 2007, vol. 34, issue 1, 37-49

Abstract: Mobility management (MM) is a transportation management policy that uses “soft” measures to attempt to reduce car use and promote sustainable transportation modes such as public transport, bicycles, and walking. Using communication and other means, MM induces voluntarily change towards more sustainable transportation modes. We implemented MM marketing to promote an experimental community bus service. This project had two components: a questionnaire conducted in the service area and a monthly newsletter. The questionnaire was more than a survey; it also communicated information about the bus and helped promote bus use. One month after the survey, we implemented a follow-up survey targeting the initial survey respondents. Results suggest that the MM program produced a general increase in bus use, as well as mouth-to-mouth advertising, that helped promote bus use. Copyright Springer Science+Business Media B.V. 2007

Keywords: Bus promotion; Marketing techniques; Mobility management; Sustainable transportation (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (23)

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DOI: 10.1007/s11116-006-0003-7

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