pooled fund Projects
In progress
Effective Strategies to Influence Travel Behaviour - Updated August 2011
| Research Area | Travel behaviour Transportation demand management |
| Responsible Council / Committee | Urban Transportation Council Sustainable Transportation Standing Committee |
| Related TAC publications | |
| Start Date | February 2010 |
| Expected Completion Date | October 2011 |
| Research Agency | Noxon Associates |
| Status | Work is in progress. |
| Project Funding Partners | City of Hamilton; City of Edmonton; Region of Waterloo; Transports Canada; Halifax Regional Municipality; City of Saskatoon; Ministère des Transports du Québec; Ville de Montréal; City of Toronto; Region of York |
| Staff Contact | Katarina Cvetkovic |
Abstract
Efficient and effective passenger transportation systems are critical to environmental quality, economic vitality and quality of life in Canadian cities. All orders of government in Canada are establishing targets to reduce greenhouse gas emissions from transportation and larger urban regions need to reduce congestion levels. Changing transportation behaviour has been identified by governments and researchers as a critical approach to meeting these objectives.
Within the Canadian transportation community there is a need for guidance on:
- barriers – the most important challenges to modal shift and more efficient automobile use
- opportunities – the most promising behaviour changes to target, and the potential effectiveness of key land use, legislative, transportation supply and transportation demand management (TDM) tools
- what works – lessons from behavioural initiatives in a variety of sectors that are relevant to the transportation goals of Canadian communities, considering a wide range of trip types, personal circumstances and community contexts
- what’s next – suggested strategies for Canadian governments and other transportation stakeholders to successfully influence travel behaviours
This project will examine the barriers to greater uptake of sustainable transportation behaviours and assess the range of tools that governments have to overcome these barriers. It will identify the policy and program tools that can most effectively influence transportation choice within key market segments. While the project will recognize critical opportunities in the areas of land use and transportation supply, it will focus its practical guidance on tools and techniques usually associated with the field of TDM and the pursuit of modal shift. In the context of the current policy environment, the project will consider the need and opportunity for sustained and dramatic long-term shifts in travel choices and will identify the realistic barriers to short-term action. The results of the project will accelerate action and innovation in an important area of emerging practice, and will help maximize the return on transportation investments.
The project deliverables will include a practical guide to tools that can be used by transportation practitioners to influence transportation behaviour as well as a detailed technical report that documents the literature review, various analyses, key findings, conclusions and recommendations.