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Chapter 7: Promoting Choice
The previous chapter examined some of the issues in relation to accessibility, many of which are linked to ways in which choice can be promoted. This chapter will focus on the ways in which problems of accessibility can be overcome by promoting choice and then the following chapter will assess ways of managing demand.
7.1 A Need for Increased Choice
Overall, respondents favoured an increase in public transport, in terms of the range of public transport available, its geographical coverage and frequency of services. However, it must be stressed that this was based more on an assumption that any form of "choice" was good, rather than on a strategic view of the relative cost and implications of different possible transport offerings. Allied to this, there was also a desire for more information on potential choices in order to increase awareness of what is available.
"If there was more public transport, more frequent, there wouldn't so much pollution with it, because there would be less cars and a good service".
Low income, male & female, 41-65, rural
Despite a lack of recent usage of any public transport on the part of many respondents, most initially had a preference for an increase in rail provision or suggested the introduction of trams, although only one or two had any understanding of the likely costs involved.
"I haven't read any detail about it, the whole tram controversy, the costing and routing and all that sort of stuff about. On the surface of it, it seems to make a lot of sense, environmentally and convenience wise, for the city".
LGBT, urban
Some respondents, when prompted with the fact that the cost of introducing a new tram system could be very costly in comparison to introducing more bus services, then had a preference for increased bus services. However, initial preferences were for more trains and trams. Awareness of trams may have been heightened to an extent in some areas (primarily Edinburgh) where there have been recent proposals to introduce a tram system, although the potential for trams was raised by almost all respondents. While many respondents had no actual experience of using a tram, a few have had opportunities to use them abroad and viewed this form of transport positively. It was considered to be unhindered by congestion, clean, easy to use and relatively cheap.
The perceived need for more choice was predicated upon the general view that change was necessary and that increased choice was a means of developing change and meeting the differing requirements of potential users. Key issues raised under this theme are dealt with in the remainder of this chapter.
7.2 Employer Assistance
To an extent, many respondents noted that employers have a role to play in helping to promote choice in travel modes. Some respondents were aware of employer organisations that have already developed travel plans and this concept was welcomed by respondents. Some respondents in Edinburgh noted that some employers already provide travel to work for their staff and key companies cited were Standard Life, the hospital and the Royal Bank of Scotland for its new offices at the Gyle. RBS were seen to have taken this one step further in that parking for private vehicles has been severely restricted at these new offices, thus forcing many employees to look to alternative ways of getting to work (ie forcing employees to take the only real alternative).
While employer led initiatives obviously only have the potential to impact on people in work, they were seen to be a start in helping to encourage individuals to consider alternative modes of travel. However, it was also noted by some respondents that buses provided by employers are much nicer than those offered to the general public.
While most employer offerings focused on bus travel, some respondents noted that one or two employers have also encouraged other modes of travel such as cycling, although most respondents noted that many people travel too far to work to be able to consider this as a serious option. Additionally, only a few employers will have facilities for employees to shower on arrival at work, or provide drying facilities for those who have cycled through rain. Cycling was also not perceived to be an option for those who have children to drop off at school or other errands to carry out through the day.
"I think the… [local] council is - are they not trying to promote their employees to cycle to work?"
22-40, female, rural
"I think it's a good idea for employers to offer these services but I wouldn't be able to make use of it because I have to drop the kids off at school on the way to work and I often need to get some shopping done on the way home before I pick the kids up."
45-59, male & female, general public, rural
7.3 The Potential for Education
Education aimed primarily at children was felt to be one of a number of means of persuading individuals to give more consideration to using public transport, especially among those who had young children of their own. While most parents noted that "pester power" can have a limited impact, some noted that it may have some impact on their use of transport. This education was seen as helpful as it would not only teach children about responsible travel usage, but would also give them the potential to speak to their parents and spread the message within the family context.
"It's educating people to change the habit of what their parents did before them."
"Start them at school and you know, tell them the reasons behind it. And they do seem to listen - they come home and they'll tell you [the parents]."
22-40, female, rural
This promotion of choice among children was also seen to help link into other elements of the NTS, most notably to be linked to broader environmental issues and, on at least one occasion, an explicit link was made between the fact that children are taught about the environment and travel and how they are similarly taught about recycling.
Education of young children was seen as likely to be particularly effective, with it being beneficial to 'catch' children young.
Many of the 15-17 year olds attending a group in Edinburgh were aware of links between the environment, travel, recycling and so on and were conscious of a negative impact on the environment from increased use of air travel, increased car ownership and so on. Two of those attending had made a conscious effort to walk or cycle whenever possible and to use public transport at other times. That said, the remainder of the group all aspired to learn to drive as soon as possible and some hoped to have a car.
A desire by this age group to use a car related in part to peer pressure. It was not "cool" to be seen to be using public transport, although most did note the need not to drink and drive and would choose public transport or taxis if out clubbing or socialising.
In summary,
- All respondents noted a need for increased choice in terms of availability of public transport. There was an allied need for information to be made available to increase awareness of different travel options.
- Key suggestions for ways in which individuals can be encouraged to consider alternatives were via employer initiatives and through the education system.
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