Bereichsbild Mobilität und Lebensstilanalysen: Bildausschnitt unscharfe Joggerbeine

Mobility and Life-style Analysis

 

Project:

Integration of Communication and Planning – Sustainable Culture of Mobility

Project head:

Dr. Konrad Götz

Project team in ISOE:

Dr. Jutta Deffner
Dr. Konrad Götz
Steffi Schubert
Barbara Birzle-Harder

Research Partner:

Öko-Institut, Freiburg
StetePlanung, Darmstadt
Script Corporate + Public Communication GmbH, Oberursel

Practice Partner:

Mystep Zürich
Öko-Institut Südtirol, Bozen/Alto-Adige
Stadtbus der Salzburg-AG
Stadtplanungsamt, Stadt Frankfurt a.M.

Funding:

Bundesministerium für Verkehr, Bau- und Wohnungswesen (BMVBW)
im Rahmen des
Researchsprogramms Stadtverkehr (FOPS)

Duration :

11/2004-11/2006
finished

Integration of Communication and Planning – Sustainable Culture of Mobility

'Mobility is culture' is getting more and more a slogan for some cities. To reach sustainable transport and mobility in cities it is the aim of many places to improve their local culture of mobility. But what can be understood by 'mobility culture'? Is it only a new fancy phrase for already well known things, like mobility management, integrated transport planning or participation in planning processes? Is it even possible to change such a culture on purpose? And can mobility culture be a possible new vision for urban and transport development?

In a project funded by the German Ministry of Transport (BMVBS) the initial point was, that sustainable mobility culture is only able to develop when intermodal, multioptional transport are provided. Thus, it is important to motivate users for changes in perspective and with this to aid communication and interaction among traffic participants.

It is essential to switch consequently to the user perspective already while planning as well as when communicating new transport offers, new infrastructure or services. This means to focus on a 'door-to-door' thinking. Through this, communicative and planning measures can be integrated – communication is not inserted afterwards on top of different mobility products and infrastructural measures.

To achieve this, it is important to consider the three ways of communication in this context: communication of traffic participants with each other (self regulation), communication between planning and citizens (mutual learning) and communication in the sense of image building and emotional customer loyalty.

The starting point was the social-ecological definition of mobility, in which mobility is understood not only as a means to an end and as technical phenomenon, but even more as a manifold social every day activity. The interdisciplinary project team developed for an exemplary sphere (bike and public transport) for the city of Frankfurt (Main) corner posts of an integrated concept for communal realisation, which integrates communication and planning. By presenting the results from the city studies in Bozen, Freiburg, Salzburg and Zurich it was made visible, what can be learnt from these cities aiming to change the culture of mobility.

Literature