Car traffic has become a threat to quality of life in urban areas, Accidents and other safety related problems are examples, local emission problems another. More generally, it is evident that car traffic in most urban areas has grown so much that many important aspects of urban life are inhibited to such an extent that the question of sustainability has become an important topic. Short car trips play a very important role in this context: It is an amazing fact that the frequency of the use of car for shorter distances is very high. On average - in European countries - approx. 15 % of all car trips are shorter than I kilometre, 30 % shorter than 2 kilometres and 50 % are shorter than 3-5 kilometres! Consequently there is a great potential of reducing the number of car trips if it was possible to convince car drivers - in one way or the other - to leave there cars for short trips and replace it by walking or cycling. Much is known about this, and lots of efforts are also made to create a change. So far, however, it is obvious that there has not been a systematic enough approach to the problem. WALCYNG is a project with the aim of changing this. It underlines the importance of marketing aspects. The project consortium has 10 members from different countries and representing different disciplines and expertise. The project is accepted and expected to start in the beginning of 1996 and last for 18 months. Expected costs: Approx. 600 kECU. The project will, therefore, follow the marketing line, and include the main four aspects of marketing. (A)
Samenvatting