The purpose of WALCYNG is to sort out conditions and measures which may contribute in replacing short car trips with walcyng (walking and cycling). WALCYNG applies a Market- ing Model, in our project formalised in four main parts: 1. Information policy: One has to collect information about potential and practising custom- ers so that the preconditions for the behaviour they should choose could be made attractive. 2. Product and distribution policy: Adequate and attractive technical solutions are worked out, and considered thoroughly so that they will meet customers’ and potential customers’ needs. 3. Incentive and pricing policy: One also has to provide incentives given by the society, institutions, companies, etc., on all levels, both to encourage walking and cycling and to dis- courage the use of car for short trips. 4. Communication policy: Users and potential users have to be informed that their needs and interests are taken into consideration, on the product and distribution side, as well as on the incentive side. The product has to be displayed and has to be given a positive image. The project outcome aims both at road users who could replace their short car trips, employ- ers who could support and benefit from a modal change among their employees, and authori- ties and decision makers who can influence on modal split by changing frame conditions. A wide range of methods have been used in the different work packages; e.g. literature studies, analysis of travel surveys, round table discussions with experts and laymen, interviews with experts and road users and a Stated Preference Survey.
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