Segmentation of academic community for the purposes of mobility plan development – case study of Gdansk University of Technology - Publication - Bridge of Knowledge

Search

Segmentation of academic community for the purposes of mobility plan development – case study of Gdansk University of Technology

Abstract

The objective of the paper is to analyse the structure of academic community for its transport behaviour and attitudes using the example of the Gdansk University of Technology (the GUT) in Poland. Once understood, the group can be divided into homogenous sub-groups and studied for their potential and ways to influence their behaviour, attitudes and transport patterns. The results may be used to develop dedicated actions designed to change the mentality and transport behaviour or to maintain sustainable transport patterns. The purpose of the research was to help draw up a GUT mobility plan using market segmentation, a method commonly used in management and marketing. The segmentation was based on transport behaviour surveys among the University’s employees. A total of 5 segments were distinguished: absolute car dependent (24%), conscious car drivers (27%), promising car drivers (7%), car free commuters (16%) and sustainable car owners (26%). In-depth analyses helped to aggregate the segments into 3 groups to be targeted with different measures aimed at changing mentality (24%), transport behaviour (34%) or maintaining sustainable transport habits (41%). Changing the proportion of particular segments and/or target groups can be one of the goals for the mobility plan. Based on the results of GUT research some dependences between affiliation to the segment and other describing variables were observed. However, further research is necessary into the other cases. If positively verified, the research can be a basis for the development of a universal method for dividing the academic community into segments based on the available data or simple criteria. This would reduce the time to prepare the mobility plan and ensure that the measures are targeted properly and developed with less effort.

Citations

  • 1

    CrossRef

  • 0

    Web of Science

  • 0

    Scopus

Cite as

Full text

download paper
downloaded 41 times
Publication version
Accepted or Published Version
License
Copyright (2016 IATED)

Keywords

Details

Category:
Conference activity
Type:
materiały konferencyjne indeksowane w Web of Science
Title of issue:
9th annual International Conference of Education, Research and Innovation : ICERI2016 Proceedings strony 4221 - 4231
ISSN:
2340-1095
Language:
English
Publication year:
2016
Bibliographic description:
Okraszewska R., Romanowska A., Jamroz K..: Segmentation of academic community for the purposes of mobility plan development – case study of Gdansk University of Technology, W: 9th annual International Conference of Education, Research and Innovation : ICERI2016 Proceedings, 2016, IATED,.
DOI:
Digital Object Identifier (open in new tab) 10.21125/iceri.2016.1985
Bibliography: test
  1. Comission of the European Committees, Towards a new culture for urban mobility. 2007. open in new tab
  2. R. Okraszewska, K. Nosal, and G. Sierpiński, "The role of the Polish universities in shaping a new mobility culture -assumptions, conditions, experience. Case study of Gdansk University of Technology, Cracow University of Technology and Silesian University of Technology," in ICERI2014 Proceedings, 2014, pp. 2971-2979. open in new tab
  3. R. Okraszewska, A. Romanowska, and K. Jamroz, "The Effect of University Campuses on the Modal Split of Polish Cities," 2016. open in new tab
  4. A. Romanowska, R. Okraszewska, and K. Jamroz, "Universities as part of the urban transport system -analysis using the example of the Gdansk University of Technology and Medical University of Gdansk," 2016. open in new tab
  5. R. Okraszewska, "The impact of organizational culture on employees' decisions on the selection of bicycles as a form of transportation to work, in the context of creating a new," Logistyka, vol. 4, pp. 3101-3110, 2014.
  6. J. Cacioppo, R. Petty, and S. Crites, "Attitude Change," in Encyclopedia of Human Behavior, Volume I., 1994, pp. 261-270.
  7. P. Zimbardo and E. B. Ebbesen, "Influencing Attitudes and Changing Behavior: A Basic Introduction to Relevant Methodology, Theory, and Applications. Revised Edition." Addison- Wesley Publishing Company, Inc., Reading, Massachusetts, 01867, 1970.
  8. S. Haustein, "Mobility behavior of the elderly: an attitude-based segmentation approach for a heterogeneous target group." open in new tab
  9. T. Fu, N. Mudorf, C. Redding, An. Paiva, and J. Prochaska, "Promoting behavior change among campus cmmuters." [Online]. Available: http://ageconsearch.umn.edu/bitstream/207111/2/2012_99_Promote_Behavior_Campus_Com muters.pdf. [Accessed: 22-Feb-2016].
  10. T. Shannon, B. Giles-Corti, T. Pikora, M. Bulsara, T. Shilton, and F. Bull, "Active commuting in a university setting: Assessing commuting habits and potential for modal change," Transp. Policy, vol. 13, no. 3, pp. 240-253, 2006. open in new tab
  11. S. Böhler, S. Grischkat, S. Haustein, and M. Hunecke, "Encouraging environmentally sustainable holiday travel," Transp. Res. Part A Policy Pract., vol. 40, no. 8, pp. 652-670, 2006. open in new tab
  12. T. Limanond, T. Butsingkorn, and C. Chermkhunthod, "Travel behavior of university students who live on campus: A case study of a rural university in Asia," Transp. Policy, vol. 18, no. 1, pp. 163-171, 2011. open in new tab
  13. L. L. Ramseyer, "Factors Influencing Attitudes and Attitude Changes," Educ. Res. Bull., vol. 18, no. 1, 1939.
  14. G. Sierpiński, M. Staniek, and I. Celiński, NEW METHODS FOR PRO-ECOLOGICAL TRAVEL BEHAVIOR LEARNING. IATED Academy, 2015. open in new tab
  15. R. Buehler, "Determinants of transport mode choice: a comparison of Germany and the USA," J. Transp. Geogr., vol. 19, no. 4, pp. 644-657, 2011. open in new tab
  16. P. Šmid, P. Lukešová, and D. Mourek, Plany mobilności. Kraków: Fundacja Panrtnerstwo dla Środowiska, 2011. open in new tab
  17. K. Nosal, "How to change the travellers' mobility behaviours? -examples of the mobility plans," Commun. Sci. Lett. Univ. Žilina, vol. 11, no. 4/2009, pp. 52-56, 2009.
  18. K BARRATT & M.P CAIRNS, "Investigation into Examples of Best Practice in Employee-Based Travel Plans, Report for the Office of the Commissioner for Environmental Sustainability," 2005.
  19. L. dell'Olio, M. Bordagaray, R. Barreda, and A. Ibeas, "A Methodology to Promote Sustainable Mobility in College Campuses," Transp. Res. Procedia, vol. 3, pp. 838-847, 2014.
  20. L. Rotaris and R. Danielis, "The impact of transportation demand management policies on commuting to college facilities: A case study at the University of Trieste, Italy," Transp. Res. Part A Policy Pract., vol. 67, pp. 127-140, Sep. 2014. open in new tab
  21. W. R. Smith, "Product differentiation and market segmentation as alternative marketing strategies," J. Mark., vol. 21, no. 1. open in new tab
  22. S. Haustein and M. Hunecke, "Identifying target groups for environmentally sustainable transport: assessment of different segmentation approaches," Curr. Opin. Environ. Sustain., vol. 5, no. 2, pp. 197-204, Jun. 2013. open in new tab
  23. I. Salomon and M. Ben-Akiva, "The use of the life-style concept in travel demand models," Environ. Plan. A, vol. 15, pp. 623-638, 1983. open in new tab
  24. D. A. Hensher, "Market segmentation as a mechanism in allowing for variability of traveller behaviour," Transportation (Amst)., vol. 5, pp. 257-284, 1976. open in new tab
  25. G. Beirão and J. A. Sarsfield Cabral, "Understanding attitudes towards public transport and private car: A qualitative study," Transp. Policy, vol. 14, no. 6, pp. 478-489, 2007. open in new tab
  26. "SEGMENT -segmented marceting for energy efficient transport," 2016. [Online]. Available: www.segmentproject.eu. open in new tab
  27. M. Wedel and W. A. Kamakura, "Segmentation Methods," 2000, pp. 17-29. open in new tab
  28. T. Ryley, "Use of non-motorised modes and life stage in Edinburgh," J. Transp. Geogr., vol. 14, no. 5, pp. 367-375, 2006. open in new tab
  29. B. Jelen and M. Alexander, Pivot Table Data Crunching: Microsoft Excel 2010. 2010.
  30. D. Ripplinger, H. Jill, and B. Brandt-Sargent, "The Changing Attitudes and Behaviors of University Students Toward Public Transportation: Final Report - attitudesunivstupubtran2009.pdf," North Dakota, 2009. open in new tab
  31. S. Bamberg, I. Ajzen, and P. Schmidt, "Choice of Travel Mode in the Theory of Planned Behavior: The Roles of Past Behavior, Habit, and Reasoned Action," Basic Appl. Soc. Psych., vol. 25, no. 3, pp. 175-187, 2003. open in new tab
  32. D. Lois and M. López-Sáez, "The relationship between instrumental, symbolic and affective factors as predictors of car use: A structural equation modeling approach," Transp. Res. Part A Policy Pract., vol. 43, no. 9-10, pp. 790-799, 2009. open in new tab
Verified by:
Gdańsk University of Technology

seen 113 times

Recommended for you

Meta Tags