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How the longer term success of a social marketing program is influenced by socio-demographics and the built environment

机译：社会营销计划的长期成功如何受到社会人口统计学和建筑环境的影响

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Urban sprawl is pervasive in Australian cities arising from the low density development of dwellings with the consequence that private vehicle use dominates daily travel in Australia. This paper examines a community based social marketing program, TravelSmart , which targeted reducing vehicle kilometres travelled as part of a transport demand management strategy. This paper uses 3-year panel data collected by GPS tracking and a conventional survey methodology in northern Adelaide, South Australia, to examine whether TravelSmart had a sustained impact and whether this was impacted by socio-economic and built-environment factors. A latent growth model is employed and demonstrates TravelSmart led to a declining trend in private car driving over the 3 years at both individual and household levels with effects being sustained beyond 1 year and up to 2 years. There is some evidence of compensatory behaviour between household members. Socio-demographic factors are significant with males decreasing their driving times faster than females. Built environment impacts were also significant with different levels of walkability showing different trajectories in the reduction of car trips after the implementation of TravelSmart , suggesting social marketing interventions work better when supported by hard policies such as a supportive built environment.
机译：由于住宅的低密度发展，城市蔓延在澳大​​利亚城市中无处不在，其结果是，私家车的使用主导了澳大利亚的日常旅行。本文研究了基于社区的社会营销计划TravelSmart，该计划的目标是减少运输的公里数，这是运输需求管理策略的一部分。本文使用GPS跟踪收集的3年面板数据和南澳大利亚州阿德莱德北部的常规调查方法，来研究TravelSmart是否具有持续影响，以及是否受到社会经济和建筑环境因素的影响。使用了潜在的增长模型，该模型表明TravelSmart在过去3年中在个人和家庭层面导致了私家车驾驶的下降趋势，其影响持续超过1年至2年。有证据表明家庭成员之间存在补偿行为。社会人口因素是重要的，男性比女性减少驾驶时间更快。建筑环境的影响也很显着，不同级别的步行性显示出在实施TravelSmart后减少汽车出行的轨迹不同，这表明在硬性政策（例如建筑环境支持）的支持下，社会营销干预措施效果更好。

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