TY - CHAP
T1 - Co-Creating and Marketing Sustainable Cities
T2 - Urban Travel Mode Choice and Quality of Living in the Case of Vienna
AU - Breitbarth, Tim
AU - Herold, David Martin
AU - Insch, Andrea
PY - 2022
Y1 - 2022
N2 - Research/Case problem: How can quality of living and environmentally friendly mobility choices be facilitated, improved and measured in an era of urbanization?Chapter overview (case synopsis)Recent global rankings recognize Vienna as top ranked city in terms of its quality of living. This case shows that progressive environmental policy settings and innovative internal marketing are drivers to leverage opportunities that arise from a favorable international reputation.The case then describes Vienna’s success in shifting the travel mode choices of its residents, especially with the introduction of an affordable “365 Euro annual pass” for its entire public transport network. Changing individuals’ transport choice and behavior is a key component toward achieving climate targets and creating desirable urban environments.The widespread adoption of the innovative offering to access public transport benefits organizations and businesses operating in the city is exemplified by the largest Austrian football club, Rapid Vienna, and original data of fan mobility.
AB - Research/Case problem: How can quality of living and environmentally friendly mobility choices be facilitated, improved and measured in an era of urbanization?Chapter overview (case synopsis)Recent global rankings recognize Vienna as top ranked city in terms of its quality of living. This case shows that progressive environmental policy settings and innovative internal marketing are drivers to leverage opportunities that arise from a favorable international reputation.The case then describes Vienna’s success in shifting the travel mode choices of its residents, especially with the introduction of an affordable “365 Euro annual pass” for its entire public transport network. Changing individuals’ transport choice and behavior is a key component toward achieving climate targets and creating desirable urban environments.The widespread adoption of the innovative offering to access public transport benefits organizations and businesses operating in the city is exemplified by the largest Austrian football club, Rapid Vienna, and original data of fan mobility.
UR - https://permalink.obvsg.at/wuw/AC16370536
UR - https://www.routledge.com/Social-and-Sustainability-Marketing-A-Casebook-for-Reaching-Your-Socially/Bhattacharyya-Dash-Hewege-Balaji-Lim/p/book/9780367553630
M3 - Chapter in edited volume
SN - 9780367553630
SN - 9781032036021
SP - 785
EP - 794
BT - Social and Sustainability Marketing
PB - Routledge
CY - Boca Raton, FL
ER -