CAR DRIVERS TEST PUBLIC TRANSPORTATION: A MEASURE TO ENCOURAGE PERSONS TO SWITCH TO PUBLIC TRANSPORTATION

Most of the advertising created by managers of public transportation systems in the Federal Republic of Germany has necessarily adhered to the classical methods of product marketing, i.e., campaigns to improve the image of public transportation and advertising targeted at the general public. However, it is doubtful whether such methods are suitable for service-oriented industries, especially public transportation. A series of special studies have revealed that persons do not use public transportation because they are not informed about the supply and because of their subjective perceptions of different aspects of the public transportation system. This means that one of the primary goals of efficient advertising is to inform persons about the public transportation system. The Stuttgart Integrated Public Transportation System took a decisive step in this direction with its campaign, Car Drivers Test Public Transportation. In this campaign, persons who were willing to use public transportation on a trial basis for a period of 1 month were selected through their places of employment. The social-scientific study done by Socialdata to accompany the campaign had two basic goals: (a) determine what percentage of the test persons continued to regularly use public transportation after the month of testing had been completed, and (b) study the effect of practical experiences with public transportation on the attitudes that persons previously inadequately informed about public transportation supply would then have toward public transportation. For this purpose, surveys were done of travel behavior before, during, and after the test, and studies were done of travel behavior before, during, and after the test, and studies were done to determine the opinions of the persons surveyed.

• Record URL:
  • http://onlinepubs.trb.org/Onlinepubs/trr/1983/947/947-009.pdf
• Summary URL:
  • https://scholar.google.com/scholar_lookup?title=CAR+DRIVERS+TEST+PUBLIC+TRANSPORTATION%3A+A+MEASURE+TO+ENCOURAGE+PERSONS+TO+SWITCH+TO+PUBLIC+TRANSPORTATION&author=W.+Br%C3%B6g&author=G.+F%C3%B6rg&author=G.+M%C3%B6tsch&publication_year=1983
• Availability:
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• Supplemental Notes:
  • Publication of this paper sponsored by Committee on Transit Service Characteristics. Distribution, posting, or copying of this PDF is strictly prohibited without written permission of the Transportation Research Board of the National Academy of Sciences. Unless otherwise indicated, all materials in this PDF are copyrighted by the National Academy of Sciences. Copyright © National Academy of Sciences. All rights reserved
• Authors:
  • Brög, Werner
  • Förg, Günter
  • Mötsch, Günter
• Conference:
  • 62nd Annual Meeting of the Transportation Research Board
  • Location: Washington District of Columbia, United States
  • Date: 1983-1-17 to 1983-1-21
• Publication Date: 1983

Media Info

• Media Type: Print
• Features: References; Tables;
• Pagination: pp 51-56
• Monograph Title: Transit management and services
• Serial:
  • Transportation Research Record
  • Issue Number: 947
  • Publisher: Transportation Research Board
  • ISSN: 0361-1981

Subject/Index Terms

• TRT Terms: Advertising; Automobile ownership; Coordination; Marketing; Modal split; Public opinion; Public transit; Travel behavior
• Uncontrolled Terms: Integrated transportation systems
• Geographic Terms: Stuttgart (Germany)
• Subject Areas: Administration and Management; Highways; Operations and Traffic Management; Public Transportation; Society; I10: Economics and Administration;

Filing Info

• Accession Number: 00389395
• Record Type: Publication
• ISBN: 0309036682
• Report/Paper Numbers: HS-037 821
• Files: HSL, TRIS, TRB
• Created Date: Oct 30 1985 12:00AM