On-street parking and shopping street vitality: Comparing customer and shopkeeper perspectives on shopping practices and experiences in Markveien, Oslo

Abstract

There is an on-going debate about how road space reallocation from parking, to space for pedestrians and cyclists, affects city centre vitality. The trade sector is concerned that reduced accessibility for car driving customers has negative impacts on business vitality. The aim of this case study is to expand the understanding on the relation between on-street parking and shopping street vitality by conducting a comparison of customer practices and experiences of shopping to shopkeeper assumptions and perspectives on these issues in Markveien, Oslo. The main objective is to investigate how (1) present configurations, and future scenarios, of on-street parking in shopping street design affect practices and experiences of shopping and shopping related travel, and (2) to compare this to shopkeepers’ assumptions thereof. The objective is investigated through answering research questions targeting: (1) customers’ travel patterns; (2) customers’ money spending by transport mode; (3) perceptions on suitability for different transport mode users; (4) perceptions on the need for on-street parking, and impact of the presence of cars on customers’ experiences of shopping; (5) factors involved in customers’ evaluation of Markveien’s attractiveness; and lastly, (6) the preferred street design, and potential impact on shopping street vitality in Markveien. The research questions is analysed by the application of a relational approach and analytical concepts from mainly practice- and place theories. The research questions are empirically addressed through a mixed methods approach in which the main focus is given to qualitative interviews. The qualitative material is supplemented and triangulated by quantitative questionnaire data, and both methods are conducted as ethnographic ‘go-along’ interviews. Main findings include that shopkeepers generally know their customer base quite well. Pedestrians account for the largest share of customers and total turnover, followed by public transport users. Customers’ location choice appears related to atmospheric aspects and instrumental factors, but never to parking accessibility. A majority of customers and shopkeepers prefers to reallocate the parking spaces in Markveien to pedestrians and cyclists. Such redesign is believed to enhance the experience for visitors and increase the business vitality