| Abstract | Koji su pravi razlozi zašto putnici koriste javni prijevoz? Odgovori iz istraživačkog EU projekta USEMobility iskorišteni su u ovom radu kako bi se na osnovu njih napravile smjernice za marketinški plan za buduću Prometnu upravu Sjever.
Uz to dan je detaljan opis koncepta integriranog prijevoza putnika kao učinkovite, strateški podržane, ekološki prihvatljive, energetski učinkovite i sigurne alternative neodrživom i danas rastućem trendu neodrživog prijevoza automobilom. U integriranom prijevozu putnika u određenoj se regiji putem ugovora o javnoj obavezi u prigradskom, regionalnom i lokanom prometu prometni modovi (vlakovi, autobusi, tramvaju) ujedinjuju u sustav s harmoniziranim voznim redovima uz laka presjedanja između modova. Kombinacija prijevoznih modova omogućava dostupnost čitave regije koja se opslužuje. U sustavu korisnici koriste jednu prijevoznu kartu koja vrijedi za sve prometne modove.
U radu se detaljno opisuju i eksterni troškovi prometa, te se prikazuje kako je cestovni promet u promatranom putničkom prijevozu višestruko najveći generator eksternih troškova. Uz to i prometna infrastruktura za cestovni prijevoz zahtjeva najviše prostora.Istraživanje provedeno u sklopu projekta USEMobility izvor je vrlo zanimljivih znanja. Relevantan uzorak od preko 10.000 građana u 6 zemalja EU dao je odgovore na mnoga pitanja vezano za navike i percepciju prigradskih, regionalnih i lokalnih putovanja. Čvrsti su faktori (dostupnost, točnost, brzina putovanja i sl.) najviše utjecali na odluke korisnika vezane uz vlastitu mobilnost. Ipak, meki faktori imaju veliku važnost. Valja primijetiti da su neki od tih faktora poput udobnosti putovanja, tišine, sjedenja, prtljage, te atmosfere (temperatura, čistoća…) značajno utjecali na odluke korisnika da prestanu koristiti javni prijevoz. Postoji vrlo veliki segment pragmatičnih korisnika koji čini preko četvrtinu stanovništva. Oni su kroz istraživanje pokazali da će promijeniti svoje navike mobilnosti ako im se ponudi atraktivna ponuda. Ovo saznanje velika je prilika za sve prometne uprave, odnosno sustave integriranog prijevoza putnika u Europi.
Čvrsti su faktori važni. Zato smjernice za marketinške planove budućnosti Prometne uprave Sjever govore kako nakon što se uspostavi kvalitetan sustav treba promovirati to da će za dostupan trošak putovanja sustav pružiti dostupnost čitave regije, te na nekim koridorima i brža putovanja nego automobilom. Meki faktori koje percipiraju korisnici govore da sustav mora promovirati čista i klimatizirana vozila ugodne i mirisne unutrašnjosti. Na ljubazno i profesionalno osoblje uvijek se mora biti moguće osloniti kada je potrebna bilo kakva pomoć korisniku. |
| Abstract (english) | What are the real reason why people use public transport? The answers obtained from an EU research project like USEMobility were used here to produce the guidelines for the marketing plan for the future Transport authority North.
Together with it a detailed description of integrated public transport as an efficient, strategically backed, ecological, energy efficient and safe alternative to unsustainable and rising trend of personal car usage was given. By using Public Service Obligation Contracts in the integrated public transport system, applied in a specific region, transport modes are united in one system (trains, buses, trams, etc.) with harmonized time-tables and easy interchanges. Combination of modes allows the reachability of the entire serviced region. In the system the users use one common ticket valid for all transport modes.
In this paper external costs are also explained into details, and it is clearly shown here that road transport, when it comes to transporting passengers, is the biggest generator of these costs. Also, road transport infrastructure requires the most space.
The survey carried out in USEMobility project is the source of very interesting knowledge. A relevant sample of 10.000 EU citizens for 6 countries gave interesting answers on many questions asked related with habits and the perception of suburban, regional and local traveling. Hard factors (reachability, punctuality, travel times, etc.) had the most influence on users’ decisions regarding mobility. Nevertheless, soft factors also play a significant role. It can be observed that some of these factors like comfort, quit, seating, luggage and atmosphere (temperature, cleanliness…) had a large impact on users’ decision not to use public transport any more. There’s a huge segment of pragmatic users which make around one quarter of all the population. During the survey it was shown that they will change their mobility habits if an attractive offer is created. This knowledge is a huge opportunity for all transport authorities, therefore all integrated public transport systems Europe wide.
Hard factors matter. Therefore, the guidelines for marketing plans of the future Transport authority North should say that after an efficient system is established it can offer the reachability of the entire region for affordable costs, and also faster traveling than by car on some corridors. Soft factors which are most perceived by users also tell that the system must promote clean and air-conditioned vehicles with pleasant and fragrant interior. It must be always possible for the user to rely on kind and professional staff when any kind of help is needed. |
