Le Jeune – THE DESIGN OF PASSENGER INFORMATION SYSTEMS 1992

Description

London Transport assessed the cost-effectiveness of its passenger information services, focusing on the Telephone Enquiry Bureau and Travel Information Centres (TICs). Information is provided across the travel chain: printed publicity (maps, timetables), telephone and recorded services (including Travelcheck), a network of 13 TICs, and new technology like a computerized map database and Countdown real-time displays. The telephone bureau handles c.5,000 calls daily; surveys (1983, 1987) found 68% of enquirers made the journey and 13% would not have travelled without the information, generating an average £2.75 of travel per call versus a 60p cost—over fourfold return. TIC research (1990, 1992) showed significant conversion from enquiry to ticket sales (31% intended to buy; 42% actually did), increased use of public transport by visitors, and daily travel value from TIC visits and Tourist Information Folders sufficient to cover costs. High recall and retention of local bus guides further support the conclusion: well-targeted information generates additional travel and revenue, making information provision a cost-effective investment.