Many transportation and other social problems would be eased or solved if the automobile dependency
which is now so pervasive in North American cities were reduced. Many planners, transportation
engineers, and other professionals and activists are advocating walking, among other things, as a
viable transportation alternative. Various measures and programs are being applied in an attempt to
get people out of their cars and onto their feet. This thesis discusses an addition to the pro-pedestrian
tool kit: community-based social marketing. Adapted from marketing concepts which have been
remarkably successful in influencing the consumption of goods and services, social marketing is a
bundle of techniques intended to influence the adoption of socially desirable behaviours. A
demonstration of community-based social marketing in the community of West Point Grey in
Vancouver, British Columbia shows how social marketing can be used to encourage walking within
neighbourhoods. The demonstration shows social marketing to be a promising new tool in the hand of
those eager to promote walking, although more work needs to be done to verify this conclusion.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:BVAU.2429/7610 |
| Date | 05 1900 |
| Creators | Backstrom, Erik Glenn |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Relation | UBC Retrospective Theses Digitization Project [http://www.library.ubc.ca/archives/retro_theses/] |
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