Free Rides on Public Transport Test Traveller Project As a Soft Policy Measure for Changing Travel Behaviour

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Free Rides on Public Transport Test Traveller Project As a Soft Policy Measure for Changing Travel Behaviour EXAMENSARBETE INOM SAMHÄLLSBYGGNAD, AVANCERAD NIVÅ, 30 HP STOCKHOLM, SVERIGE 2018 Free rides on public transport Test traveller project as a soft policy measure for changing travel behaviour. Empirical findings from the Swedish context. MAURIZIO FREDDO KTH SKOLAN FÖR ARKITEKTUR OCH SAMHÄLLSBYGGNAD TRITA TRITA-ABE-MBT-18380 www.kth.se Master’s Degree Project in in Transport Science AH203X Supervisor: Joel Franklin Examiner: Yusak Susilo Abstract English The present study examines a Mobility Management measure called “test traveller project”, which aims at increasing the public transport modal share by offering free public transport tickets to those who often use their car for their daily commuting and trips. The existing literature consists of a rather limited number of cases and their scope is usually limited because only some of the main elements that influence one’s travel behaviour are considered in each study. Furthermore, literature is not unanimous in concluding that this measure can reduce car use. This work studies more than 50 cases in Sweden, and by employing the Theory of Planned Behaviour the effects of test traveller projects have been examined in an empirical case in the Swedish municipality of Botkyrka, located in the Stockholm metropolitan area. The findings underline that a test traveller project, despite its limitations, may be a valid and relatively simple tool available to public bodies and public transport companies for enticing a segment of car drivers to switch to public transport where it is a valid alternative. In fact, according to the literature, the major results achievable are around 20% of new public transport users among test travellers, whereas in Sweden 20% has been achieved by the first upper quartile of the projects. In particular, the effectiveness of a test traveller project is greater when combined or conducted in parallel with other measures such as improvements in the public transport offer and/or changes in the transport system aiming at disadvantaging car use. The case study of Botkyrka has confirmed that attitudes are the major influencing factor when making the transport mode choice. Further, it has confirmed that environmental concerns and the time passed from one’s residential relocation also play an important role. Habits seem to be less important, thus adhering to that literature whose authors argue that an external event (such as moving home) makes people reflect upon and rethink their travel habits. The case study in Botkyrka has empirically demonstrated how the project participants correct their beliefs and perceptions about public transport, sometimes in a positive way and sometimes in a negative way. An interesting finding is the existence of a new category of people living in the suburbs. Literature indicates that, in the same suburban context, individuals with suburban land use preferences tend to use the car more that individuals with urban land use preferences. In the case study of Botkyrka clearly emerged as a majority among the test traveller project participants a category of individuals who have a suburban land use preference but at the same time would like to use public transportation instead of their car and have high environmental concerns. Swedish I den nuvarande studien undersöks en Mobility Management åtgärd kallad ”testresenärsprojekt” (”på engelska: test traveller project”), som syftar till att öka kollektivtrafikandelen genom att erbjuda gratis kollektivtrafikbiljetter till de som ofta använder bilen för deras dagliga pendling och resor. Den befintliga litteraturen består av ett ganska begränsat antal fall, och dess räckvidd är vanligtvis begränsad eftersom endast några av de huvudelement som påverkar ens resebeteende beaktas i varje studie. Dessutom är litteraturen inte enig om att testresenärsprojekten kan minska bilanvändningen. I detta arbete studeras flera än 50 fall i Sverige, och genom att använda sig av ”Teorin om Planerat Beteende” (på engelska: ”Theory of Planned Behaviour”) analyseras testresenärsprojekts effekter i ett empiriskt fall i den svenska kommunen av Botkyrka, som ligger i Stockholms storstadsområde. Resultaten av denna studie understryker att ett testresenärsprojekt, trots dess begränsningar, kan vara ett meningsfullt och relativt enkelt verktyg tillgängligt för offentliga organ och kollektivtrafikmyndigheter för att locka ett segment av bilister att byta till kollektivtrafik när det utgör ett godtagbart alternativ. Förvisso, enligt litteraturen, är de större resultaten uppnåeliga ungefär 20% av nya kollektivtrafikåkare bland testresenärerna, medan i Sverige har 20% uppnåtts genom projektets första övre kvartil Särskilt är dess effektivitet större där testresenärsprojekt genomförs i samband med eller samtidigt som andra åtgärder som förbättringar i kollektivtrafikutbud och/eller förändringar till transportsystemet som syftar mot att hindra bilanvändningen. Botkyrka studiefall har i bekräftat att ens inställningar är den mest påverkande faktorn när man väljer färdsättet. Dessutom har studiefallet bekräftat hur miljöoron och tiden sedan ens flyttning till en ny bostad också spelar en viktig roll. Vanor verkar vara mindre viktiga, alltså i enlighet med denna litteratur vars författare bevisar att externa händelser (såsom att flytta i ett nytt hus) gör personer reflektera över och tänka om sina resvanor. Botkyrka studiefall empiriskt bekräftat att projektdeltagare rättar deras övertygelser och uppfattning om kollektivtrafik, ibland positivt och ibland, tyvärr, negativt. En intressant upptäckt är existensen av en ny kategori av personer som bor i villa-/radhusområde. Litteratur indikerar att i samma förorts-kontext tenderar individer som föredrar att bo i ett villa-/radhusområde att åka bil mer än de individer som föredrar att bo i centrala områden. I Botkyas fallstudie framkom tydligt som majoritet bland projektdeltagarna en kategori av individer som föredrar att bo i ett villa-/radhusområde men vill åka kollektivtrafik istället för att åka bil samt har hög miljöoro. Italian L’elaborato intende studiare una misura di Mobility Management chiamata “test traveller project”, che si prefigge di incrementare la ripartizione modale del mezzo pubblico attraverso la distribuzione gratuita dei biglietti del trasporto pubblico a coloro che usano spesso la loro autovettura per gli spostamenti giornalieri. La letteratura esistente è costituita da un numero abbastanza limitato di casi, il cui oggetto di studio è solitamente limitato perché solo alcuni dei principali elementi che influenzano le scelte di mobilità vengono di volta in volta considerati. La letteratura, inoltre, non è unanime nel decretare che questa misura possa diminuire l’uso dell’automobile. Nel corso del presente studio vengono analizzati più di 50 casi in Svezia attraverso l’utilizzo della Theory of Planned Behaviour. Sono stati esaminati gli effetti di tale progetto in un caso sperimentale nel comune svedese di Botkyrka, situata nell’area metropolitana di Stoccolma. I Risultati di questo studio sottolineano come questo tipo di progetto, seppur presentando delle limitazioni, può essere un valido e relativamente semplice strumento per enti pubblici e aziende di trasporto pubblico per convincere un segmento di automobilisti a convertirsi al mezzo pubblico come mezzo di trasporto laddove questi rappresentano una valida alternativa. Infatti, secondo la letteratura i maggiori risultati raggiungibili sono circa il 20% di nuovi utenti del trasporto pubblico, mentre in Svezia il 20% è stato raggiunto dal primo quartile superiore dei progetti. In particolare, l’efficacia è risultata essere maggiore dove tale progetto è accompagnato da altre misure, come miglioramenti nell’offerta di trasporto pubblico e cambiamenti nell’infrastruttura di trasporto volti a sfavorire l’automobile. Il caso studio di Botkyrka ha confermato che le proprie disposizioni e attitudini sono il fattore che maggiormente influenza la scelta modale. Inoltre, è stato confermato che anche le preoccupazioni ambientali e il tempo trascorso dal trasloco in una nuova residenza hanno un ruolo importante. Le abitudini sembrano essere meno importanti, aderendo quindi a quella letteratura i cui autori sostengono che un evento esterno (come un trasloco) fa sì che le persone riflettano e ripensino le proprie abitudini riguardo la scelta modale. Il caso studio di Botkyrka ha empiricamente dimostrato come i partecipanti al progetto correggano le loro convinzioni e le loro percezioni riguardo il trasporto pubblico, a volte positivamente e a volte, purtroppo, negativamente. Una scoperta interessante è l’esistenza di una nuova categoria di persone che vivono in aree suburbane. La letteratura indica che, a parità di contest suburbano, gli individui con preferenze di uso del suolo suburbano tendono ad usare di più l’auto rispetto agli individui con preferenze residenziali più urbane. Nel caso studio di Botkyrka emerge chiaramente come la maggioranza tra i partecipanti al progetto la categoria degli individui che ha una preferenza per le aree suburbane, ma che vorrebbe allo stesso tempo usare il trasporto pubblico invece della macchina e che hanno alti livelli di preoccupazioni ambientali. Key words: Test traveller, Travel behaviour, Mobility Management, Travel Demand Management, Car use reduction, Effective policy instruments. ii Acknowledgements My heartfelt thanks to Gunilla Isgren, which has been the external supervisor at Botkyrka municipality, who works in the municipal environmental unity (miljöenheten) as environmental commissioner
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