Do supra-modal traveller types exist? A travel behaviour market segmentation using Goal framing theory

Gustav Bosehans, Ian Walker

Research output: Contribution to journalArticle

Abstract

Travel behaviour market segmentations have become a popular method of identifying
diferent types of car users, bicyclists or public transport users. However, while previous
studies have looked at diferent types of users within single modes, such as the car,
little research has explored the existence of traveller types transcending modes. The study
presented here is an extension of an earlier segmentation study that distinguished travellers
based on their individual preferences, yet did so independent of their current mode
choice. The data came from a travel survey at a middle-sized UK university and were analysed
using a combination of hierarchical and iterative partitioning methods. Crucially,
however, the current study uses a diferent theoretical framework to previous segmentation
research—goal framing theory—which may more adequately explain the fndings than
models used in the past such as the theory of planned behaviour. The fndings supported
earlier work, suggesting the presence of seemingly stable traveller types that cut across
modes and can be distinguished based on gain, hedonic and normative goals. This has
important implications for policies aimed at encouraging mode change which may have
been too preoccupied with changing people’s attitudes rather than paying attention to people’s
underlying travel preferences.
LanguageEnglish
Pages1-31
Number of pages31
JournalTransportation
DOIs
StatusE-pub ahead of print - 30 Apr 2018

Cite this

Do supra-modal traveller types exist? A travel behaviour market segmentation using Goal framing theory. / Bosehans, Gustav; Walker, Ian.

In: Transportation, 30.04.2018, p. 1-31.

Research output: Contribution to journalArticle

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