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2019 | OriginalPaper | Chapter

A Data Driven, Segmentation Approach to Real World Travel Behaviour Change, Using Incentives and Gamification

Authors : Hannah Bowden, Gabriel Hellen

Published in: Towards User-Centric Transport in Europe

Publisher: Springer International Publishing

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Abstract

This paper reviews the data from a 6-month transport project in Bologna, Italy, which aimed to reduce car journeys and increase active travel through gamification and rewards. 667 participants who had registered via a smartphone app, called BetterPoints, and identified themselves as ‘everyday car users’ were included in the sample. Behavioural categories based on engagement and the frequency and maintenance of tracked sustainable/active trips were proposed as a way to understand the data and to tailor future interventions. 47% of the 667 everyday car users showed some form of maintained engagement and behavioural change throughout the project. It was concluded that gamification and incentives can motivate travel behaviour change, but that more work is to be done to understand the links between user categories and intervention components in order to dynamically adapt and optimise the programme.

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Literature
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Metadata
Title
A Data Driven, Segmentation Approach to Real World Travel Behaviour Change, Using Incentives and Gamification
Authors
Hannah Bowden
Gabriel Hellen
Copyright Year
2019
DOI
https://doi.org/10.1007/978-3-319-99756-8_12

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