Abstract
Three surveys and an intervention experiment among university students investigated the relationship between past experience with multimodal transportation and current travel behavior. The case study university primarily draws students from rural, car-oriented communities but also attracts students from international and domestic urban cities where walking, biking, and public transit are common. Nearly 800 students responded to the first survey. They confirmed the hypothesis that rural students lack experience with multimodal travel and are less likely than their urban classmates to use multimodal opportunities in their new environment. Next, a subset of students was surveyed before and after participating in a multimodal exposure tour (the treatment group). Their responses were compared to students who completed the same surveys but did not participate in the tour. The results indicate that the treatment group increased their use of bus, bike, and walking. The exposure experiment should be interpreted with caution due to a small sample size, nevertheless, the results showed statistical and practical significance and were supported by the initial survey that involved a large, reliable sample. This case study is a microcosm of people moving to new mobility environments and the potential to transform travel habits. The survey design and tour event provide a model for investigating previous travel experience and promoting change in mode choice. The approach of this study can help planners, policymakers, business leaders, and university administrators better understand and shape the travel behavior of their constituents.