ANALYSIS OF THE EFFECTIVENESS OF PERSUASIVE COMMUNICATION FOR PUBLIC TRANSPORTATION-ORIENTED-RESIDENTIAL CHOICE

Abstract

  Recently, it is indicated that “compact city” that has efficient urban structure is important to ease traffic and environmental problems. In order to develop “compact city”, measures to induce people to publictransportation-oriented residential choice is the necessary step as much as regulation of land use. Because of the limitation to regulate people's residential location, the measures to induce people's voluntary behavior change in their residential choice will become important. In this study, we implemented experiments targeting students of university of Tsukuba who thought residential change. The student was divided by four groups; a control group, a group that received a residential room information brochure, a group that received the brochure with information of bus, a group that receives the brochure with a leaflet to persuade to choose a room with high accecibility to bus stops. As a resut, such information increased tendency to choose a room of apartment with high accecibility to bus stops.