Do people travel with their preferred travel mode? Analysing the extent of travel mode dissonance and its effect on travel satisfaction

Abstract

Numerous studies have indicated that travel mode choice is affected by travel-related attitudes. A positive stance towards a certain travel mode increases the probability that people will choose this mode for a particular trip. However, not a lot of studies have analysed whether people actually choose their preferred travel mode. In this paper we will look at whether respondents with a preference for car use, public transport use, cycling and walking will actually use these modes. Furthermore, we also analyse whether respondents who use their preferred travel mode (i.e., consonant travellers) are more satisfied with their trips compared to respondents travelling with a non-preferred travel mode (i.e., dissonant travellers). Results from this study, analysing leisure trips of 1,656 respondents from the city of Ghent (Belgium), indicate that about half of the respondents chooses a non-preferred travel mode and that dissonant travellers can be mainly found within public transport users and least within cyclists, partly due to relatively low levels of public transport attitudes and high levels of cycling attitudes. Furthermore, travel mode dissonance seems to have an important impact on travel satisfaction. Consonant travellers have above average travel satisfaction levels, independent of the used travel mode, while dissonant travellers (except dissonant pedestrians) have below average travel satisfaction levels. This suggests that using a preferred travel mode has at least an equally important impact on travel satisfaction than the chosen travel mode itself.

The relationship between overall happiness and perceived transportation services relative to other individual and environmental variables

“…Also, as shown in the Theory of Planning Behavior, psychology highlights the importance of attitudinal variables as a direct cause of behavioral intention (Gim, 2011). [Notably, attitudes do not always bring about actions, that is, a difference exists between what people say and what they do (Haider, Zhuang, & Ali, 2019); for example, De Vos (2018) reported that around half of his survey respondents used a non‐preferred mode of transportation.] In this vein, this study checks whether attitudes toward the above‐discussed behavioral variables have correlation with happiness.…”

Travel Satisfaction vs. Life Satisfaction: A Weighted Decision-Making Approach

“…The majority of studies that discussed the role of attitudes in travel behavior decisions focus only on mode-specific attitudes [14,42] or residential attitudes [24,43] without considering the complex interactions with decisions on other travel-related life domains (e.g., car occupation and family). This inclusivity, however, requires an in-depth examination of an individual's access and competences, life-stage circumstances, and personal preferences shaped by both values and attitudes, which is the focus of the present study.…”

“…These constructs will together influence the choice of preferred travel mode and people may rank each attitude/value differently. This concept of weighted decision-making is otherwise ignored in travel behavior studies that tried to compare various mode-specific attitudes towards each transport mode [14,42,50,51].…”

“…In order to explain the variety of mode choice behaviors among individuals, especially when their access and skills are identical, we need to delve into the way people interpret and act upon their options and conditions. Understanding this process will help in addressing the inconsistency between travel attitudes and/or preferences and behaviors that can influence travel satisfaction [14,15]. It can also explain the "irrationality" of travel behaviors when decisions are made based on personal preferences or habits rather than utility maximization that can be attained by minimizing travel time and costs [16].…”

“…The discrepancy between mode choice and attitudes towards that mode, known as travel mode dissonance, has garnered attention in recent years [14,17]. It is suggested that a positive attitude towards a certain travel mode increases the probability of preference for this mode, hence, choosing it for a particular trip.…”