engleski

Sustainability in transportation behaviour in relation to an event organization

Purpose – The multiplication of traffic flows during major events in a destination accentuates any potential weaknesses in traffic planning as well as in event planning. The purpose of the paper is to determine if transportation is perceived as an integral part of an event from the perspective of event visitors – both residents and non- residents – and how an event influences human transportation behaviour during its realization. Methodology – Focusing on one of the Christmas Market events in Europe the paper assesses transportation as part of the event by using the analytical possibilities of the single- case study method. The interview and observation methods are combined in gathering data. Research is carried out by on-site interviews of event visitors, both local population and visitors, on the basis of a structured questionnaire. Findings – Traffic management during the event changes the mobility patterns of all respondents, regardless of the fact that non-residents are not aware of the change. Unlike indecisive residents, more of the non- residents perceive transportation as a negative element of the event. Both groups would be willing to use more alternative mobility options under certain conditions. Their transportation improvement propositions indicate that more could be done in relation to transportation in order to influence a more positive perception of event and traffic management. Contribution of the research - Aside from the theoretical contribution to knowledge about actual mobility patterns in urban destinations during hallmark event realization, the contribution of this paper is also practical. It offers an insight to practitioners about the perspective that their targeted audience has about event-related transportation. Availability of such information could provoke changes in event planning and realization, making this paper a tool in achieving social benefits from upgraded and potentially more sustainable transportation options available to the public.

transportation behaviour ; mobility patterns ; event organization ; hallmark event

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