The VTI National Transport Library Catalogue

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Traveler response to transportation system changes : Chapter 11. Transit information and promotion Turnbull, Katherine F et al

By: Publication details: Washington DC Transit Cooperative Research Program, 2003; TCRP report 95:11, Description: 71 sISBN:
  • 0309087635
Subject(s): Online resources: Bibl.nr: VTI P4839:95-11Location: Abstract: The traveler response to transit information and promotion varies widely, both in extent and duration of ridership gains. Results are influenced by the utility and quality of the transit service product being marketed, by external circumstances, and by the type of promotion. While all types of transit information and promotion activities may help raise awareness of public transportation services, increases in ridership are most likely to occur within specific populations as the result of targeted programs - especially individualized efforts designed on the basis of market research findings, delineating particular needs and opportunities. A subset of transit marketing, namely transit information and promotion, is the focus of this chapter. Traveler response to mass market information, mass market promotions, targeted information, targeted promotions, customer information services, and real-time transit information dissemination are examined.
Item type: Reports, conferences, monographs
Holdings: VTI P4839:95-11

The traveler response to transit information and promotion varies widely, both in extent and duration of ridership gains. Results are influenced by the utility and quality of the transit service product being marketed, by external circumstances, and by the type of promotion. While all types of transit information and promotion activities may help raise awareness of public transportation services, increases in ridership are most likely to occur within specific populations as the result of targeted programs - especially individualized efforts designed on the basis of market research findings, delineating particular needs and opportunities. A subset of transit marketing, namely transit information and promotion, is the focus of this chapter. Traveler response to mass market information, mass market promotions, targeted information, targeted promotions, customer information services, and real-time transit information dissemination are examined.

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