Investigation into the Use of Expectation Management to Improve Public Reactions Towards Road Pricing Schemes
S Li, Peter Brett Association, UK
Road pricing is a method to deliver sustainability in transportation that often faces rejection due to bad public reputation. A management strategy was developed to monitor and influence public perceptions of such large scale controversial schemes.
Road pricing is an academically accepted method of sustainable transport development, but often faces rejection due to bad public reputation. This study developed a management strategy to assist scheme promoters in understanding public perception and be better equipped to ease uncertainties and concerns raised by the public over the lifecycle of large scale controversial scheme.
Two case studies, the London Congestion Charging Scheme implemented in 2003 and the Manchester Congestion Charge that was revoked in 2008, were used to determine whether media content analysis can be used to establish reactions and expectations from the public. The study also attempt to apply a management strategy to this situation and establish whether there is sufficient information in the media to build a database and allow scheme promoters to influence and improve public reputation of large transportation schemes.
This study showed that public expectation can be determined from the media. The monitoring of this public expectation allows scheme promoters to react to the public reactions over the lifecycle of the project. A data capturing model was developed based on management strategy used mainly for businesses.
A database of public responses will provide scheme promoters a more holistic viewpoint when confronted with difficult and controversial questions decisions. Without the monitoring system, it is impossible to influence a scheme?s reputation to the general public. This model will not only be useful in the promotion of pricing related transport schemes, but also an large scale, controversial projects that may cause disruptions to a broad range of the population.
Association for European Transport