Introduction: Quality Counts
A well-designed public transportation system is far more likely to lure new users and encourage regular rides than a system that has few routes, which has insufficient frequency, or which is generally not user-friendly. Therefore, the most important method of promoting public transportation in the city is to develop a good product. The product itself should be designed with the needs of both visitors and residents in mind, and likewise, a marketing and promotions strategy should also consider locals and tourists as different target markets. Once the system has been designed and is ready to be promoted, the city council needs to focus on what motivates people to ride. Is the city traffic congested? Are parking options limited and expensive? Are citizens ready to improve their quality of life by reducing their dependency on cars? These are all different angles an advertising campaign may take, while avoiding unnecessary moralizing that might turn off key audiences. People are also self-centered and want to know that riding actually benefits them, rather than perceiving it as a sacrifice. Therefore, to promote the use of public transportation, the city should focus on how riding is convenient, cost-effective, safe, and pleasant.
Significance of the Problem
The problem is one of perception. Perceptions directly predict behavior when it comes to eschewing a car for public transportation (Carrus, Passafaro & Bonnes, 2008). Not enough residents perceive the public...
References
American Public Transportation Association (2018). Public transportation benefits. https://www.apta.com/mediacenter/ptbenefits/Pages/default.aspx
Beirao, G. & Cabral, S. (2007). Understanding attitudes towards public transport and private car: A qualitative study. Transport Policy 14(6): 478-489.
Carrus, G., Passafaro, P. & Bonnes, M. (2008). Emotions, habits and rational choices in ecological behaviours: The case of recycling and use of public transportation. Journal of Environmental Psychology 28(1): 51-62.
Fujii, S. & Gaerling, T. (2005). Temporary structural change. National Academy of Sciences. https://trid.trb.org/view/763053
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