WALCYNG : how the enhance WALking and CYcliNG instead of short car trips and to make these modes safer.

In this paper the authors briefly describe the WALCYNG (WALking & CYcliNG) project which is funded by the European Commission. The purpose of WALCYNG is to sort out conditions and measures which may contribute in replacing short car trips with walking and cycling. WALCYNG applies a Marketing Model: (1) Information policy: to collect information about potential and practising customers; (2) Product and distribution policy: adequate and attractive technical and structural solutions are needed; (3) Incentive and pricing policy: incentives by the society, institutions, companies, etc in order to encourage walking and cycling; (4) Communication policy: users and potential users are informed that their needs and interests are considered. The product is displayed and given a positive image. A number of methods have been applied, e.g. literature studies, analysis of travel surveys, questionnaires to municipalities, discussions with experts, interviews with experts and road users, and a Stated Preference Survey.