Voluntary Travel Behavior Change

Abstract

This chapter describes how there has been much recent interest in a new strategy that is generally termed voluntary travel behavior change (VTBC). VTBC appears to be a very cost-effective measure to change car-reliant travel behavior, when applied under the right conditions and in the right location. It tends to rely on the fact that people are not well informed about some of their alternatives, therefore, it will work much less well in situations where people have good information about travel and activity alternatives, and have made decisions on travel behavior that are based on this information. Second, it should work well where there is spare capacity in the public transport system, and where the environment is conducive to walking and bicycling as alternative modes. However, where there is no spare capacity in the public transport system, shifting travel from car to public transport will not be sustainable. In fact, it may counter-productive in that those who attempt to use public transport that is already overcrowded are then likely to report back to others how bad it really is, which will further cement the usage of cars. Similarly, in urban areas where there are poor pedestrian facilities, lack of bicycle paths and facilities, or many hills, shifts to walking and bicycling are also unlikely to be sustainable. On the other hand, there are probably few conditions under which people could not make many of the changes involved in Travel Blening. The chapter describes how VTBC is probably most effective when implemented as part of a package of transport initiatives.