Area-wide travel plans—targeting strategies for greater participation in green travel initiatives: a case study of Rouse Hill Town Centre, NSW Australia

Travel planning by employers promoting more sustainable travel has delivered less car dependent behaviour for the commute in many places. Area-wide or precinct travel plans are less common but, where they exist, attempt to provide a more holistic approach through capturing synergies between employers and employees throughout a precinct. Area-based travel planning aimed at influencing employers, employees and residents are new, especially in relation to creating synergies for a single precinct that has more of an origin focus with participants travelling to diverse destinations. This paper examines various strategies that have been employed in order to achieve greener travel and to provide a self-sustaining travel planning environment. The aim of this paper is to assess the community awareness, interest and involvement with a number of green initiatives and to understand how sustainable travel planning has been absorbed by residents within a new regional centre in New South Wales, Australia. The analysis of a resident survey undertaken in 2011 distinguishes between the community awareness and their propensity to take part in each of the greener travel initiatives. The results show that a generic approach is likely to be less effective than segmenting the market so as to more directly target likely participants. Attitudes to greener travel are also highly significant and working to change them should also affect potential take up of sustainable travel initiatives. The conclusions inform the development of successful precinct based travel demand strategies both in Australia and beyond.