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TITLE Policy implications from communication methods for improving road safety
Volume vol.567 DATE 2016-05-26 HIT 7360
FILE

파일첨부 567.docx

Policy implications from communication methods for improving road safety

 

Summary
1. Traffic accidents are on the decline on expressways and national highways where state finances are injected, whilst the death toll is on the rise on other roads, for example, regional roads. Hence, it is suggested to draft policies to enhance road safety, where a small investment can yield broad business outcomes, as well as undertaking road overhaul projects. 

2. An analysis of research papers both at home and abroad based on a meta-analysis indicates that statistically, communication methods designed to induce safe travel behaviors through education and public relations contributed to bringing down traffic accidents.
■ Individual methods such as mail sent traffic accidents 19.2 % lower, followed by broadcasting media such as TV (- 12.6 %), education such as education programmes (-1.2 %) and posts such as posters (-1.2 %).
■ Such communication methods are effective when they are applied based on research results and verified education data.

3. Also, according to geographic information system-based spatial analysis, risk factors perceived by citizens turned out to be closely linked to actual traffic accident outbreaks. Therefore, the introduction of communication methods that preemptively eliminate risk factors by incorporating citizens’ opinions into road safety projects would enable the implementation of safety policies with a high level of citizen satisfaction.

 

Policy recommendations
1. The effect of communication methods designed to enhance travel behavior, such as education and public relations, differs depending on culture and individual characteristics. Thus, it is suggested to draw the direction of communication methods well-suited for Korea from relevant research and cases from overseas.
2. By conducting a comprehensive analysis of traffic accident data and risk points suggested by road users, it is required to figure out points vulnerable to traffic accidents. Building on this, it is proposed that steps should be taken to lay out systematic comprehensive safety measures including both ex-post measures and proactive measures.
3. By removing risk factors proactively prior to the outbreak of massive traffic accidents, it is hoped that the authorities will push ahead with safety policies with a high level of citizen satisfaction.

 

Joongi Kim, research fellow at KRIHS, Jonghak Kim, research fellow at KRIHS, Heungsuk Kim, research fellow at KRIHS
Volume 567