Travel from a User?s Perspective: Five Different Types of Transport Users According to Their Travel Perceptions
Y Need, Ministry of Transport (AVV), NL
In today?s world, mobility is simply a fact of life and a matter of choice; and mobility is growing. By the year 2020 we will be traveling 30% more than in the year 2000. In the National Traffic and Transport Plan (NVVP) (2000) the Dutch Department of Transport, Public Works and Water Management enrolls a plan to deal with this growth while enhancing safety and quality of life. This plan states furthermore that it is not the government that determines whether and how people travel. The government provides the infrastructure and helps steer the community impact of mobility. By doing that, the government needs a good insight in peoples drives to travel and their perceptions on mobility. Policymakers in transport and traffic are usually technical orientated, and often forget to take the human factor into account. So the NVVP can be seen as a new start to give more notice to the 'people on the road'. Policy is more efficient and effective when human motivations and perceptions are taken into account while making policy and implementing it.
In what way can the Dutch Government take peoples perceptions and motivations into account, and what are these perceptions and motivations? Are all the Dutch equal in the way they experience mobility or are there homogeneous groups or segments which differ in their experiences and perceptions on mobility? To seek answers for these questions, the Transport Research Center (AVV) carried out a segmentation study. This study consisted of a qualitative and a quantitative study. In the latter a representative sample of 1.800 Dutch citizens were questioned.
This paper explains the way different groups perceive and experience mobility and the way they look at policies on traffic and transport. Furthermore, this paper shows the ways knowledge on motivations can be used in policy.
There are 5 different groups of people in the Netherlands, which are distinguished by their perspectives on mobility and the way they experience mobility. These groups are called: The Goal-oriented, The Conscientious, The Achiever, The Compliant, The Pleasure Seekers. Together, these groups form an instrument called Mobility Perceptions. We find three uses of the instrument Mobility Perceptions:
* Adds creativity in making (new) policies
* Offers argumentation for communication on policies
* Stimulates the often technical orientated policy maker to take the human factor into account.
Association for European Transport