ABSTRACT
A B S T R A C T This chapter discusses whether it is possible to use smart cards, not only for better understanding of supply and demand patterns but also for directly influencing travel behaviour. For this, a case study with smart card data obtained from Shizuoka, Japan is conducted. The smart card belongs to Shizutetsu group, a private company operating transport services as well as retail facilities. The group introduced a point loyalty scheme rewarding frequent public transport usage with points that could be redeemed for travel or shopping. With a SP survey it is analysed how far customers could be persuaded to change their behaviour if the point system is changed and potential large amount of points could be obtained via lottery like bonus points. It is found that there is some potential to attract customers to use public transport by such a scheme, though it is mostly existing users that would travel more if the point scheme is attractive. Attracting non-public transport users by loyalty points appears difficult.
