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ITS, UK, Road Pricing in a Sustainable Society
University of Leeds9th November 2006
Dr Charles MusselwhiteSenior Research Fellow
Centre for Transport & Society,University of the West of England, Bristol
Improving Public Acceptability of Road Pricing
Overview
Background
9 ways to increase acceptability
Variations over time
Current project– Gearing Up Model– Methodology
Conclusions
Background: Scope of Review DfT 2004 – National Road Pricing Feasibility
Study
Extensive Literature Review
200+ research reports, journal papers, conference papers – attitudes and acceptability
Updated 2006 DfT Public Acceptability of Road Pricing
Where possible, drivers already reduce effects of congestion– Choose route– Choose time of departure– Comfort
Definition of “reduce congestion”– Subjective nature of defining congestion– What constitutes a “reduction”?– Visibility of a reduction/communicating a reduction– What if it doesn’t?
W-H
Reduce congestion
Part of an overall traffic plan
Other traffic and transport improvements– Public transport– Parking– Planning– Businesses– Schools
Thinking wider– Society
The need for alternatives
Ability to alter time– Flexibility
Alternative route– Free or cheaper
Alternative transport– Reliability– Cost
Revenue application made specific
Revenue neutrality
Offset tax– Petrol– Road
Hypothecate funds– Public transport– Road building
Visibility and timing
Simplicity
Design
Technology
Payment Options
Variability verses Predictability
FairnessConcessions/free
High Mileage Drivers
Taxis
Business Users
Key Workers
Older people (aged 65 years & over)
Income based
Residents
Disabled DriversMost Agreement
Least Agreement
Communications Involve public and other stakeholders from the start
– Know the philosophy/aims/objectives
Benchmarking– Going beyond statistics
Role of champions
Participatory consultation– Dynamic consultation– Role of new technology
Trials
Pioneers
Trust in Delivery Local authority responsibility
Everybody’s responsibility
Trust in deliverer– Reliability– Price Creep– Relationship and communications
Trust is low– Local authority– Central government– Private company
Trust in technology Usability
Reliability– Minimum personal error– Maximise payment evasion
Aesthetics
Privacy– Tracking– Already being watched– Nothing to hide
Variation over time Intra-personally
– Hats
Inter-personally– Between individuals– Groups of
individuals– Categorisation
Chronologically
New idea, no
justification
Public support
Time
Sufficient support to go
ahead
Increasing support for
general idea
Fall-off as detail emerges
Panic just before implementation
Build up of support as
benefits appear
The Gearing-Up Model
Public acceptability of…
a problem needing to be solved
the need for demand management
the need for some form of road pricing
the specific road pricing scheme proposed
Stage 1 – stakeholder/expert priorities/guidance
Follow-up telephone calls
Roundtable workshop – 1 day
Stage 2 – sticking points and the national debate
Wave 1 groups (8 x 6) – Problem to be solved
Wave 2 groups (8 x 6) – Demand Management
Stage 4 – quantitative research
Baseline survey
Tracking survey 1
Tracking survey 2
Dissemination event(s)
Stage 3 – local context and increasing information
Wave 3 groups (5 x 6) – Local congestion
Wave 4 groups (5 x 6) – Local scheme design
Wave 5 groups (5 x 6) – Local scheme design
Wave 6 groups (5 x 6) – Local scheme design
Follow-up depth interviews
Conclusions Communications
– Education, knowledge– Message and messenger– Benchmarking and
leading– A role for technology?
Trust– Delivery– Technology
Illusion of freedom– “Natural” congestion
and “artificial” constraint
Psychology of choice– Already perform
congestion compensatory behaviour
– How much more room for manoeuvre?
– Why, so much resistance?
Principle verses specifics– Increasing role for
technology
Thanks for Listening
Further information
Dr Charles Musselwhite
Senior Research Fellow
Centre for Transport and Society
University of West of England
0117 32 83010
www.transport.uwe.ac.uk
Acknowledgements: CTS, UWE: Professor Glenn Lyons and Professor Phil Goodwin.
Independent Advisor: Alan Wenban-Smith.
BMRB: Anna Sweeting and Vanessa Stone