The Value of Integrated Multimodal Traveller Information and its Potential Contribution to Modal Change

This paper reports on research that introduced the concept of Integrated Multimodal Traveller Information to mixed mode and mixed socio-demographic groups of travellers. Travellers 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 times, ranging from simple financial cost and journey duration information to information incorporating comfort and convenience factors. The research illustrates that the majority of travellers do not consider their modal choice for the majority of journeys. Rather, this choice is automatic and habitual, based upon subconscious perceptions of the viability and desirability of travel by modes other than the dominant mode. Thus, information about alternative modes is rarely consulted and travellers can be unaware of viable modal alternatives for their journeys. Results suggest that presentation of a number of modal options for a journey in response to a single enquiry could challenge previous perceptions of the utility of non-car modes, overcoming habitual and psychological barriers to consideration of alternative modes. Where the information presented incorporates comfort and convenience factors, in addition to cost and duration, it may challenge travellers’ concerns about alternative modes and could persuade a modal change.