FROM AUTOMOBILES TO ALTERNATIVES: APPLYING ATTITUDE THEORY AND INFORMATION TECHNOLOGIES TO INCREASE SHUTTLE USE AT ROCKY MOUNTAIN NATIONAL PARK

By Kourtney Kristen Collum

Thesis Advisor: Dr. John Daigle

A Lay Abstract of the Thesis Presented

in Partial Fulfillment of the Requirements for the

Master of Science

(in Forest Resources)

May, 2012

Photo by Kourtney Collum 2011

        This two-part study examines potential strategies for increasing voluntary shuttle use at Rocky Mountain National Park (ROMO) and the gateway community of Estes Park, Colorado.  The first chapter evaluates the impact of a pilot intelligent transportation system (ITS) on visitor awareness and use of shuttles during the summer of 2011. Two forms of ITS, dynamic message signs (DMS) and highway advisory radio (HAR), were evaluated.  Surveys were administered onboard a new park-and-ride shuttle (N = 68) and at two locations in downtown Estes Park (N = 490).  Our analysis revealed that the DMS contributed to increased awareness of the shuttles.  However, the HAR did not contribute substantially to awareness or use of the visitor shuttles. The results of this study demonstrate the utility of ITS as a transportation management tool in a national park setting but highlight the importance of selecting appropriate technologies that meet the needs of park visitors.

         The second chapter explores strategies for optimizing the use of  ITS by applying the theory of planned behavior (Ajzen, 1991) to identify the beliefs that inform choice of travel mode among ROMO and Estes Park visitors. Using results of a mail survey (N = 222), the theory of planned behavior was applied to the prediction of intention and use of visitor shuttles. Perceived behavioral control was found to have a significant influence on intention to use shuttles. Past experience with park shuttles was tested as an additional predictor of behavior and shown to significantly improve the prediction of shuttle use. Past experience with public transit was also added to the model, but with no significant contribution.   These results were then coupled with segmentation analysis to identify unique segments of visitors.  Three segments were identified that are statistically similar in terms of demographic characteristics, yet heterogeneous in their attitudes, subjective norms, and perceived control regarding shuttle use. Of these three segments, Potential Mode-shifters were identified as the segment offering the most potential for mode change due to their neutral attitudes and beliefs. Strategies were then explored for maintaining and improving use of visitor shuttles among these segments.