Community ambassadors for increasing patronage on local railways [presentation]

Guiver, JW and Davies, NJ 2016, Community ambassadors for increasing patronage on local railways [presentation] , in: Universities' Transport Study Group, 6th-8th January 2016, Bristol. (Submitted)

Full text not available from this repository. (Request a copy)

Abstract

Community Ambassadors were employed by Northern Rail to promote off-peak train use amongst hard-to-reach groups, such as ethnic minorities, English language learners, people with disabilities or without employment. Their work involved developing trust with ‘gate-keepers’ and client groups and being sensitive to the lack of knowledge of how to use trains amongst many of these groups. This paper discusses theoretical approaches to increasing use of travel modes and similar Ambassador schemes. It describes how the Community Ambassadors worked and the potential criteria to judge their effectiveness, but explains how the scheme was abruptly halted, before evaluation. This raises questions about the vulnerability to outside pressures of such pioneering schemes and the conflicts between short and long-term time horizons. Building up trust and confidence takes time and patience, and is easily undone by decisions made by remote company bosses and politicians. It discusses the benefits to society and train operators of making travel modes more available and what can be learnt from the short life of this scheme.

Item Type: Conference or Workshop Item (Paper)
Themes: ?? N850 ??
Schools: Schools > School of the Built Environment
Refereed: No
Funders: Citizens' Rail Interreg Project
Depositing User: WM Taylor
Date Deposited: 20 Jan 2016 13:18
Last Modified: 20 Jan 2017 14:14
References: Bamberg, S. (2013). Applying the stage model of self-regulated behavioral change in a car use reduction intervention. Journal of Environmental Psychology, 33, 68-75. Beale, J. and Bonsall, P (2006) Marketing in the bus industry: A psychological interpretation of some attitudinal and behavioural outcomes Transportation Research Part F 10 (2007) 271–287 Briginshaw, D. (2013) Winners announced at inaugural European Rail Congress Awards, Rail Journal, November 13th Carrus, G., Passafaro, P and, Bonnes, M. (2008) Emotions, habits and rational choices in ecological behaviours: The case of recycling and use of public transportation Journal of Environmental Psychology 28 51–62 Community Rail Lancashire (2013) Annual Report Eltis, (2015a) Enabling elderly people to use public transport in Offenbach am Main (Germany) available at http://www.eltis.org/discover/case-studies/enabling-elderly-people-use-public-transport-offenbach-am-main-germany Accessed 22/11/2015 Eltis (2015b) Familiarising older people with public transport in Breda (The Netherlands) available at http://www.eltis.org/discover/case-studies/familiarising-older-people-public-transport-breda-netherlands Accessed 22/11/2015 Fisher, E, (2012) Northern Community Ambassadors Scheme, presentation to TravelWatch NorthWest, Wigan 9th February Godwin, P., Kitamura, R. and Meurs, H. (1990) Some Principles of Dynamic Analysis of Travel Behaviour in (Ed) P. Jones Developments in Dynamic and Activity Based Approaches to Travel Analysis, Aldershot, Hampshire, Gower Publishing Group Herefordshire County Council, (no date) Bicycle Ambassadors available at https://www.herefordshire.gov.uk/transport-and-highways/cycling/cycling/bicycle-ambassadors Accessed 22/11/2015 Litmann, T. (2015) Evaluating Public Transit Benefits and Costs: Best Practices Guidebook, Victoria Transport Policy Institute, available at http://www.vtpi.org/tranben.pdf Northern Rail (2010) Job Description for Community Ambassadors Northern Rail (2013) Community Ambassadors Scheme, Report issued by company available at http://www.northernrail.org/pdfs/community/869-1_Community_Ambassadors_Scheme_booklet_PRINT_lr.pdf Accessed 22/11/2015 Olympic Delivery Authority Transport Team (2012) Delivering Transport for the London 2012 Games, available at http://learninglegacy.independent.gov.uk/documents/pdfs/transport/london-2012-report-lowres-withlinks.pdf Accessed 22/11/2015 Peppard, J and Butler, P (1998) Consumer Purchasing on The Internet: Processes And Prospects, Cranfield School of Management available at https://dspace.lib.cranfield.ac.uk/bitstream/1826/357/2/SWP1198.pdf Accessed 22/11/2015 Portland, Bureau of Transportation, no date; Pucher, J., & Buehler, R. (2007). At the frontiers of cycling: policy innovations in the Netherlands, Denmark, and Germany. World Transport Policy and Practice,13 (3), 8-57. Seaton, M. (2011) How to become a cycling 'ambassador', The Guardian 5th August Transportation Alternatives (no date) New York City available at http://transalt.org/issues/bike/ambassadors Accessed 22/11/2015 Transport for London (2015) DLR Ambassadors, available at https://tfl.gov.uk/modes/dlr/dlr-ambassadors accessed 03/09/15
URI: http://usir.salford.ac.uk/id/eprint/41238

Actions (login required)

Edit record (repository staff only) Edit record (repository staff only)