Question 3 (10 marks).

Identify and apply another guiding theory (not Social Cognitive Theory) for BEST that could be applied to understand the behaviour change required for citizens to cycle to events and activities. Suggest a specific type of research that could be undertaken to better understand some of the factors within the theory you have chosen.

(USE BEST CASE STUDY)

Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada 20 Better Environmentally Sound Transportation's Bicycle Valet Katherine C. Lafreniere and Debra Z. Basil m Chapter Overview This case examines the social marketing efforts of Better Environmentally Sound Transportation (BEST) in Vancouver, Canada. BEST encourages bicyclists to ride to major local entertainment events by providing convenient and secure bicycle parking at these events. The goal of BEST is to increase bicycle ridership to major events in order to reduce traffic congestion at events, with the secondary goal of encouraging bicycling more generally. BEST works with event planners to offer secure, professionally attended bicycle corrals at major events where cyclists can store their bikes and their bicycling gear. This can increase bicyclists' self-efficacy toward cycling to major events. By offering a useful service, making the service free for cyclists, conveniently locating bike corrals, and promoting their service in locations that cyclists frequent such as bike shops. BEST has developed a successful social marketing campaign to reduce event traffic congestion and encourage bicycling