Is Walking and Cycling Irresistible? Community Perceptions and Awareness of Active Travel in Hastings, New Zealand

Walking and cycling—commonly termed 'active travel‘ or 'active transport'—are fun, cheap, clean and healthy modes of transport. In June 2010, Hastings received central government funding from the New Zealand Transport Agency through its Model Communities Programme (MCP), to encourage active travel. The MCP was renamed iWay by the Hastings District Council, with a vision of 'making walking and cycling irresistible'. This study examines varying community perceptions and awareness levels of walking and cycling in Hastings at an early stage of the implementation of the iWay programme. Findings from focus groups, interviews, and a household questionnaire suggest that Hastings people generally have positive attitudes and opinions about walking and cycling, but these attitudes are not necessarily translated into high levels of active transport, or high intentions to walk and cycle more often in the near future. This is mainly due to other determining factors perceived by the Hastings community as barriers to walking and particularly to cycling. Cycling is generally not perceived as a safe activity, and the perceptions of risk and safety are a hindrance to both walking and cycling. The improvement of current infrastructure, the creation of new, dedicated, off-road facilities for cycling, and more education on driver and cyclist behaviour and cohabitation on the road are some of the key factors to work on to further improve perceptions of active transport in Hastings.