Influencing behaviour is of increasing importance in the world of traffic and transport. The cycling work-field is no exception. Campaigns are set up to stimulate cycling, road layouts are changed to seduce cyclists into safer traffic behaviour, and desired bicycle parking behaviour is encouraged with the use of a wide variety of behavioural measures. Knowledge institutes, such as CROW, want to share good examples of influencing behaviour with their audience. Additionally, they want to spread more specific knowledge that their audience asks for. However, it is not always clear where the cycling world currently stands in applying behavioural principles, and if and in which way they require external support. By addressing these aspects, this research clarifies the wonderful world of influencing behaviour, not only for CROW, but also for the cycling civil servants that seek their information there. Hence the objective: “Improve the quality and orientation of knowledge development and —spreading on influencing behaviour in the cycling work-field.” This objective is directly related to the two most important general problems; it is unclear to which extent the stakeholders require external support from knowledge institutes such as CORW, and to which extent behavioural knowledge is currently applied in mobility projects. Clarifying this, contributes to the structure of knowledge enhancement. To achieve the objective, the following question is answered in the research: “What existing knowledge on influencing behaviour in cycling projects can CROW’s stakeholders use to their advantage, and how can CROW improve the quality of their knowledge development to facilitate these stakeholders?” After acquiring the necessary base knowledge, an analytical framework is created, in which example projects are analysed for their behavioural components. To establish the knowledge need, an online survey is sent out to cycling civil servants. These two knowledge components are then matched, to find similarities and differences. This results in the research model is displayed. In the second chapter, following this, the research method is defined in detail, also including relations of each research phase to the overall objective. Thereafter, the third chapter explores the principal, creates a theoretical base for the worlds of influencing behaviour and cycling, and substantiates the choice of the research’s target audience. Chapter four deciphers the current status of cycling civil servants and their application of behaviour in cycling projects, followed by their future needs. On the basis of cycling projects that have already been executed — and in which behaviour plays a leading role, chapter five subsequently holds an analysis of potentially interesting cases. The sixth chapter links the previous two, showing similarities and differences between already completed projects and current knowledge needs. It also highlights a number of interesting projects. Chapter seven rounds up the research by giving general conclusions and a series of recommendations to the principal. (Author/publisher)
Samenvatting