Rewards/incentives and the home-university travel Plan for the promotion of sustainable urban mobility. The case of Genoa

Abstract

Planning alternative forms of mobility to the private car is an urgent challenge for urban areas. The paper presents the research developed (methodology and application) in the PRINCE project, PRemialità e INCEntivi per il cambiamento modale (MATTM, 2018-in progress) and the fruitful relationship initiated with the governance tool Pia-no Spostamento Casa-Università (home-university travel Plan), which UniGe has had since 2022. Given the considerable impact of university mobility within urban mobility, the research explores innovative methodologies addressed to universities, chosen as a sample community for the city. The main innovations introduced to change students’ mobility habits are the use of incentive policies, the use of technology and participation. Innovative participative methodologies and activities are therefore experimented with the aim of bringing students to the area, developing co-responsibility between them and the strategic actors for the project’s objective and forming active citizens in achieving the promotion of sustainable urban mobility. The results obtained are significant not only for the planning and promotion of sustainable academic mobility, but also for the objective of scaling up, at urban level, the good practices experimented, thus triggering a virtuous process of participatory planning and design, starting from universities.