Factors Affecting Travel Behaviour Change towards Active Mobility: A Case Study in a Thai University

Abstract

This study investigates the factors influencing travel behaviour change towards active mobility (AM) in the context of a suburban university in Thailand. The research framework involves developing a qualitative questionnaire for a SWOT analysis. The outcomes of this analysis inform the creation of a quantitative questionnaire called the Stated Preference Survey. This survey collects opinions from 400 randomly selected individuals representing various demographics in the study area. The collected data are then analysed using a binary logistic regression model to explore the relationship between independent variables (such as demographics, travel characteristics, and perceptions of infrastructure and amenities) and the likelihood of individuals adopting AM. The results indicate that the demographic variables, such as gender and income, played a significant role, with males and higher-income individuals showing lower likelihood of adopting AM. The presence of well-designed infrastructure with aesthetic features and rest areas along pedestrian and bicycle paths positively influenced behaviour change. Safety and security measures, including protective measures against motorcycles on pedestrian paths, installing CCTV cameras, and safe crossings, also played a crucial role. However, promotional efforts through media and applications did not significantly contribute to behaviour change. Policymakers and urban planners can use these insights to effectively encourage AM.