Abstract

ve forms of mobility are important when it comes to tackling environmental challenges, improving the quality of human health and reducing road-traffic congestion and overcrowding in public transportation. Measures such as an enhancement of infrastructure or promotion through campaigns are regularly informed by mobility surveys which cover demographic data, mobility patterns, access to and usage of different modes of transport. To capture potential for active mobility, meanings associated with different modes of transport are presented to identify target groups for tailored campaigns promoting active mobility. By combining those associations with stated preferences more detailed insights into behavioural motivations are gained. The method is instantiated using survey-data from the 11th district of Vienna, Austria, to provide guidance to future survey based mobility studies.