環境的污染與汽車數量的成長使我們提高了對未來永續旅遊的需求，大眾運輸乘客的流失是一個全球性的問題，而技術與效率的進步卻是如此有限，因此，政策制定者與大眾運輸服務業者正尋找提升大眾運輸系統使用率的方法，而此方法應建立於關乎不同運輸模式屬性之理解上，行為模式的改變大多起因於不同看法、習慣與方便與否的認知，然而，我們對於交通的想法與態度卻在孩提時期已成形，因此，了解兒童與未來乘客不同構面的旅遊社會化可說是極為重要，因為那可能影響他們對於未來旅遊方式的選擇，因此，兒童在孩提時期已有了態度上的差異，而最後五個群集解決方案包含了「交通便利的尋覓者」、「愛好汽車的公開宣告者」、「中庸不偏的搭乘者」、「熱愛大眾運輸的奉獻者」、「環保巡視的失望者」，透過分眾五種群集，不僅能更有效率的宣傳大眾運輸系統、覓得嶄新的服務機會，更可以提升大眾運輸的市場佔有率，進而減低個體運輸之數量。

The problem of environmental pollution and growing numbers of cars in our daily life increases the need of behavioural changes towards more sustainable travel futures. The outflow of Public Transport (PT) passengers is a problem globally, however, technical advances and efficiency improvements are limited. Policy makers and PT providers are in the phase of seeking how to increase the PT usage. Its solution should be built on understanding perceived attributes of different transport modes. The behavioural modification stands mostly on different attitudes, habits and perceived convenience regarding potential behavioural change. However, our thinking and attitudes toward transport modes are embedded in childhood. Thus it is important to understand different aspects of travel socialization among children, future passengers, which is likely to influence their future travel mode choice. Therefore children’s attitudinal segmentation was developed. The final five cluster solution consists of Pleased Convenience Seekers, Avowed Car Admirers, Ambivalent Average Passengers, Devoted PT Enthusiast and Disappointed Green Cruisers. Implications based on this segmentation could lead to more effective targeting of promotion of PT as alternative to a car, to identify new service opportunities and together might increase the market share of public transport while decreasing motorized individual transport.

Abou-Zeid, M., & Ben-Akiva, M. (2012). Travel mode switching: Comparison of findings from two public transportation experiments. Transport Policy, 24(0), 48-59.
Abou-Zeid, M., Witter, R., Bierlaire, M., Kaufmann, V., & Ben-Akiva, M. (2012). Happiness and travel mode switching: Findings from a Swiss public transportation experiment. Transport Policy, 19(1), 93-104.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social. Behaviour. Englewood Cliffs, NJ: Prentice-Hall.
Anable, J. (2005). ‘Complacent Car Addicts’ or ‘Aspiring Environmentalists’? Identifying travel behaviour segments using attitude theory. Transport Policy, 12(1), 65-78.
Banister, D. (2008). The sustainable mobility paradigm. Transport Policy, 15(2), 73-80.
Baslington, H. (2008a). School Travel Plans: Overcoming Barriers to Implementation. Transport Reviews, 28(2), 239-258.
Baslington, H. (2008b). Travel Socialization: A Social Theory of Travel Mode Behavior. International Journal of Sustainable Transportation, 2(2), 91-114.
Beirão, G., & Cabral, J. S. (2006). Enhancing service quality in public transport systems. Proceedings of Urban Transport XII: Urban Transport and the Environment in the 21st Century.
Beirão, G., & Cabral, J. S. (2008) Market segmentation analysis using attitudes toward transportation exploring the differences between men and women. (pp. 56-64).
Beirão, G., & Sarsfield Cabral, J. A. (2007). Understanding attitudes towards public transport and private car: A qualitative study. Transport Policy, 14(6), 478-489.
Brown, J. D. (2009). Choosing the right type of rotation in PCA and EFA. JALT Testing & Evaluation SIG Newsletter, 13(3), 20-25.
Buehler, R., & Pucher, J. (2011). Making public transport financially sustainable. Transport Policy, 18(1), 126-138.
Černý, J., Černá, A., & Linda, B. (2014). Support of decision-making on economic and social sustainability of public transport. Transport, 29(1), 59-68.
Cole, R., Burke, M., Leslie, E., Donald, M., & Owen, N. (2010). Perceptions of representatives of public, private, and community sector institutions of the barriers and enablers for physically active transport. Transport Policy, 17(6), 496-504.
Corner, A., & Randall, A. (2011). Selling climate change? The limitations of social marketing as a strategy for climate change public engagement. Global Environmental Change, 21(3), 1005-1014.
Costa, M. (2008). An Index of Sustainable Urban Mobility. Unpublished PhD thesis, São Carlos School of Engineering, University of São Paulo, São Carlos, Brazil.
da Silva, A. N. R., da Silva Costa, M., & Macedo, M. H. (2008). Multiple views of sustainable urban mobility: The case of Brazil. Transport Policy, 15(6), 350-360.
Davies, N. (2012). What are the ingredients of successful travel behavioural change campaigns? Transport Policy, 24(0), 19-29.
Finer, M., & Kokes, O. (2013). Plány udržitelné městské mobility "Sustainable Urban Mobility Plans". Paper presented at the CHYTRÁ A ZDRAVÁ MĚSTSKÁ VEŘEJNÁ DOPRAVA “SMART AND HEALTHY URBAN PUBLIC TRANSPORT“, Plzeň, Czech Republic.
Hancock, L., & Nuttman, S. (2014). Engaging higher education institutions in the challenge of sustainability: sustainable transport as a catalyst for action. Journal of Cleaner Production, 62(0), 62-71.
Haustein, S., & Hunecke, M. (2007). Reduced Use of Environmentally Friendly Modes of Transportation Caused by Perceived Mobility Necessities: An Extension of the Theory of Planned Behavior1. Journal of Applied Social Psychology, 37(8), 1856-1883.
Haustein, S., & Hunecke, M. (2013). Identifying target groups for environmentally sustainable transport: assessment of different segmentation approaches. Current Opinion in Environmental Sustainability, 5(2), 197-204.
Haustein, S., Klöckner, C. A., & Blöbaum, A. (2009). Car use of young adults: The role of travel socialization. Transportation Research Part F: Traffic Psychology and Behaviour, 12(2), 168-178.
Hensher, D. A. (2007). Sustainable public transport systems: Moving towards a value for money and network-based approach and away from blind commitment. Transport Policy, 14(1), 98-102.
Hunecke, M., Haustein, S., Böhler, S., & Grischkat, S. (2010). Attitude-based target groups to reduce the ecological impact of daily mobility behavior. Environment and Behavior, 42(1), 3-43.
Jensen, M. (1999). Passion and heart in transport - a sociological analysis on transport behaviour. Transport Policy, 6(1), 19-33.
Kaiser, H. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Kim, J., Lee, S., & Park, Y. (2013). User-Centric Service Map for Identifying New Service Opportunities from Potential Needs: A Case of App Store Applications. Creativity and Innovation Management, 22(3), 241-264.
Klöckner, C. A., & Blöbaum, A. (2010). A comprehensive action determination model: Toward a broader understanding of ecological behaviour using the example of travel mode choice. Journal of Environmental Psychology, 30(4), 574-586.
Klöckner, C. A., & Matthies, E. (2012). Two pieces of the same puzzle? Script-based car choice habits between the influence of socialization and past behavior. Journal of Applied Social Psychology, 42(4), 793-821.
Kotler, P., & Roberto, E. L. (1989). Social marketing: Strategies for changing public behavior: Free Press New York.
Lam, D., & Head, P. (2012). Sustainable Urban Mobility Energy, Transport, & the Environment (pp. 359-371): Springer.
Lanken, B., Aarts, H., van Knippenberg, A., & van Knippenberg, C. (1994). Attitude Versus General Habit: Antecedents of Travel Mode Choice1. Journal of Applied Social Psychology, 24(4), 285-300.
Lazer, W., & Kelley, E. J. (1973). Social marketing: Perspectives and viewpoints: RD Irwin.
Litman, T. (2003). Active transportation policy issues. National Roundtable on Active Transportation, 9-10.
Lumsdon, L., Downward, P., & Rhoden, S. (2006). Transport for Tourism: Can Public Transport Encourage a Modal Shift in the Day Visitor Market? Journal of Sustainable Tourism, 14(2), 139-156.
Mackett, R. L. (2013). Children’s travel behaviour and its health implications. Transport Policy, 26(0), 66-72.
McGovern, E. (2007). Transport Behavior: A Role for Social Marketing. Journal of Nonprofit & Public Sector Marketing, 17(1/2), 121-134.
Nordlund, A., & Westin, K. (2013). Influence of values, beliefs, and age on intention to travel by a new railway line under construction in northern Sweden. Transportation Research Part A: Policy and Practice, 48, 86-95.
Prillwitz, J., & Barr, S. (2011). Moving towards sustainability? Mobility styles, attitudes and individual travel behaviour. Journal of Transport Geography, 19(6), 1590-1600.
Schwartz, S. H. (1977). Normative Influences on Altruism. In B. Leonard (Ed.), Advances in Experimental Social Psychology (Vol. Volume 10, pp. 221-279): Academic Press.
SPSS-Guide. IBM SPSS Statistics Guide. Retrieved 1. 10., 2015, from http://www.norusis.com/pdf/SPC_v13.pdf
Stickdorn, M., & Frischhut, B. (2012). Service Design and Tourism: Case Studies of Applied Research Projects on Mobile Ethnography for Tourism Destinations: BoD–Books on Demand.
Stickdorn, M., Schneider, J., & Andrews, K. (2011). This is service design thinking: Basics, tools, cases: Wiley.
Sunitiyoso, Y., Avineri, E., & Chatterjee, K. (2011). The effect of social interactions on travel behaviour: An exploratory study using a laboratory experiment. Transportation Research Part A: Policy and Practice, 45(4), 332-344.
Thøgersen, J. (2009). Promoting public transport as a subscription service: Effects of a free month travel card. Transport Policy, 16(6), 335-343.
Tillema, T., Ben-Elia, E., Ettema, D., & van Delden, J. (2013). Charging versus rewarding: A comparison of road-pricing and rewarding peak avoidance in the Netherlands. Transport Policy, 26(0), 4-14.
UN, & WHO-EUROPE. Retrieved 15. 1. 2015, from http://www.thepep.org/chwebsite/chviewer.aspx?cat=c14