Event Visitor Travel Behaviour at the Stuttgarter Weindorf

Climate change and sustainable development rank among the most important issues of our times. This holds true for the event industry, where the concept of climate neutrality is gaining increasing importance. A substantial share of emissions at events regularly stems from visitor travel to and from the event site. This report was produced as part of an internship at Pro Stuttgart, the organizer of the Stuttgarter Weindorf event in Germany. Particularly focused on this specific event, the report addresses the travel behavior of visitors with the objective of promoting the use of climate-friendly means of transport. The investigation adopts a descriptive-explanatory approach, based on a mono-method quantitative study. The report collected valid data from 433 visitors using a non-probability sampling technique. The survey took the form of a structured, self-completed online questionnaire distributed exclusively at the event. The report examines the relationship between travel mode choice, travel satisfaction and future travel mode choice intentions as well as the influence of incentive programs on travel behavior. The results on the one hand show clear distinctions in the use of transport modes compared to other studies. On the other hand, the findings align with prior research, confirming, for example, increased satisfaction levels among users of active travel modes (i.e., walking and cycling). Furthermore, incentive programs can be a useful addition if implemented appropriately. The report provides insights for event organizers and offers recommendations for shaping visitor travel behavior towards achieving climate-neutral event management. It contributes to the understanding of sustainable transportation for events and generates valuable insights for the sector.