Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada

Katherine C. Lafreniere () and Debra Z. Basil ()
Additional contact information
Katherine C. Lafreniere: University of Alberta
Debra Z. Basil: University of Lethbridge

Chapter Chapter 20 in Social Marketing in Action, 2019, pp 299-310 from Springer

Abstract: Abstract This case examines the social marketing efforts of Better Environmentally Sound Transportation (BEST) in Vancouver, Canada. BEST encourages bicyclists to ride to major local entertainment events by providing convenient and secure bicycle parking at these events. The goal of BEST is to increase bicycle ridership to major events in order to reduce traffic congestion at events, with the secondary goal of encouraging bicycling more generally. BEST works with event planners to offer secure, professionally attended bicycle corrals at major events where cyclists can store their bikes and their bicycling gear. This can increase bicyclists’ self-efficacy toward cycling to major events. By offering a useful service, making the service free for cyclists, conveniently locating bike corrals, and promoting their service in locations that cyclists frequent such as bike shops, BEST has developed a successful social marketing campaign to reduce event traffic congestion and encourage bicycling.

Keywords: Bicycling; Social marketing; Sustainable transportation; Self-efficacy (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-13020-6_20

Ordering information: This item can be ordered from
http://www.springer.com/9783030130206

DOI: 10.1007/978-3-030-13020-6_20

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().