Citation

Broeg W, Foerg OG, Moetsch G. Transp. Res. Rec. 1983; 947: 51-56.

Copyright

(Copyright © 1983, Transportation Research Board, National Research Council, National Academy of Sciences USA, Publisher SAGE Publishing)

DOI

unavailable

PMID

unavailable

Abstract

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.

Language: en

Keywords

MOTOR BUS TRANSPORTATION