THE VALUE OF INTEGRATED MULTIMODAL TRAVELLER INFORMATION AND ITS POTENTIAL CONTRIBUTION TO MODAL CHANGE

This study tests the hypothesis that the provision of information about several modes within a single inquiry could help to overcome some of the barriers to information uptake, information use and modal change. In a series of focus groups, travelers were shown information about travel by car, coach and train for a journey with which they were familiar. Different levels of information were shown at different stages. At the first stage, travelers were shown only simple financial cost and journey duration information. Travelers were then shown more detailed information that added departure and arrival times, route information for travel by car, and taxi information for journeys by coach and train. A third visual aid introduced road work and congestion information for the journey by car, facilities information for travel by coach and train and alternative ticket prices for travel by coach and train. Most participants reported that the information could prompt an attitudinal change, with the result that they may be more predisposed to the concept of travel by alternative modes. These results suggest information currently plays a minor role in modal choice. However, information that incorporates comfort and convenience factors, in addition to cost and duration, may persuade a modal change. Presentation of a number of modal options for a journey in response to a single enquiry could overcome the habitual and psychological barriers to consideration of alternative modes