Project
REACTIVA - Reinforcement of users' positive attitudes to public transport
Funding origin:
Spain
STRIA Roadmaps:
Smart mobility and services (SMO)
Transport mode:
Multimodal
Transport sectors:
Passenger transport
Freight transport
Duration:
Start date: 01/01/2008,
End date: 01/12/2009
Status: Finished
Funding details:
Overview
Background & policy context:
The project REACTIVA was an in-depth study on people's travel behaviour. It focused on the exploitation and quantification of psychological and social factors which influence modal choice and affect negatively the use of public transport.
Objectives:
The main objective of REACTIVA was to improve perception of public transport and thereby facilitate the development of a sustainable transport system.
Its specific objectives were:
- Define the concept of "ideal transport" for each mode, in order to compare the ideal and the real services being currently offered.
- Study the needs not covered/satisfied by public transport in its different configurations.
- Make proposals for actions (which are feasible to implement by decision-makers, city officials and managers/operators) to meet the needs of the demand and change the prejudices that may exist.
- Develop a segmentation analysis of "non-public transport customers" in order to characterize the existence of groups of users with similar characteristics showing common rejection factors for public modes.
Methodology:
This research developed a new approach based on methodologies from social research and markets that were applied to quantify and evaluate the behaviour of non-users of public transport (i.e. groups of people that normally choose not to use public transport for their trips).
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