Toward a reduction of car-based leisure travel : an analysis of determinants and potential measures

Leisure travel is often highly car-based. In Switzerland, the research area of our study, more than 60% of all kilometers traveled for leisure purposes are traveled by car, and an increase is predicted. As traveling by car comes with many negative side-effects, a more sustainable transportation system calls for a shift to less car-based forms of (leisure) travel. This paper reports an online choice experiment, testing the effectiveness of two financial and three non-financial treatments to reduce car-based leisure travel, all which are currently being discussed in the research and political domains in Switzerland. Additionally, we control for a wide range of determinants proven to be relevant for mode choice. We asked 737 participants to imagine they are visiting family or friends living a short distance (5 km) and longer-distance (100 km) away and to report their mode choice for such trips. Findings show the tested treatments will likely have a limited effect on reducing car-based leisure travel. Results also show that car use is motivated by different reasons than public transport or bike usage. Car users mainly want to travel fast and see car travel as the only viable option. Public transport and bike users, however, attach more importance to enjoyment. Specifically, the availability of a car, bike or public transport card is significant for the mode choice and habitual use. To unfreeze existing lock-ins, we conclude that research needs to look at reasons for why drivers believe there is no alternative