Combining attitude theory and segmentation analysis to understand travel mode choice at a national park

Transportation management is one of the most salient challenges facing managers of national parks and public lands. In order to determine strategies to increase voluntary use of alternative transportation modes, this study explores the factors that influence travel mode choice in recreation settings. We combine the theory of planned behavior and segmentation analysis to determine distinct segments of national park visitors in regard to their beliefs about transportation. Using cluster analysis, we identify three distinct segments of visitors to a popular national park in Colorado, USA. The segments are statistically similar in regards to sociodemographic variables, yet significantly different in terms of attitudes, subjective norms, perceived behavioral control and intentions to use shuttles. This study demonstrates the utility of combining segmentation analysis and attitude theory to inform messaging for travel information sources, such as intelligent transportation system (ITS) technologies. Combining attitude theory and segmentation analysis allows researchers and managers to identify specific types of visitor groups for targeted marketing campaigns in the context of nature tourism.Management implicationsThis research can help managers design alternative transportation systems to alleviate congestion caused by private automobiles. Our research found that:
• Alternative transportation must be frequent, dependable, and provide ample space to attract loyal users.
• Direct routes between parking and popular attractions as well as special opportunities such as pick-up/drop-off for one-way treks may increase alternative transportation use.
• Promotional materials and messaging should focus on the ability of alternatives to enhance sightseeing opportunities, reduce stress caused by driving, and simplify parking.
• When incentives fail to increase voluntary alternative transportation use, mandatory systems may be necessary at the most popular visitor attractions.