Exploring unfamiliar public transport travel using a journey planner web survey

Abstract

Attracting and retaining public transport ridership is fundamental to a number of land use and transport policy objectives which seek to reduce single-occupant vehicle travel. However there are a number of unknowns about the psychological processes underlying travel behaviour. Previous research examined one potentially important process, lthe primacy effectr, which suggests that first impressions of public transport have an important influence on attitudes and behaviour. This paper further explores unfamiliar transit travel through the use of a travel planning website survey. The survey obtained lbefore and afterr travel attitudinal data to explore the circumstances of unfamiliar travel, travel experiences and the impact of these experiences on attitudes and behaviour. A total of 3,537 lbeforer responses and 658 eligible lafterr surveys were obtained including 152 unfamiliar transit journeys. Compared with familiar travel, unfamiliar travel was more commonly associated with the following: life transitions, less time living in Melbourne, travel companionship, visiting new locations, and non-work-related trip purposes. Unfamiliar travel experiences were rated more negatively for navigation and level of anxiety and more positively for lexpected vs actual travel timer and llevel of comfortr. Analysis of trip attribute ratings and intention to re-patronise services indicated that there was a significant relationship between positive trip experiences and intention to re-patronise services, particularly in the case of unfamiliar transit travel.

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