The Influence of Real-Time Rural Transit Tracking on Traveler Perception

2013PDFTech ReportUCNR22-13Rural transitReal time informationTracking systemsConsumer behaviorRidershipPerceptionAttitudesBus transitInformation technologyTransit safetyNightResearch HubUnited StatesNew England University Transportation CenterLownes, Nicholas E.University of ConnecticutUS Transportation CollectionPublic transportation systems require accurate and reliable information as part of their day-to-day operations and are increasingly engaging their customers through a variety of online services and smart phone applications, such as real-time vehicle tracking. This technology requires a significant investment on the part of the operators. The objective of this study was to evaluate whether transit agencies can expect to reap benefits from their investments in technology. Zhang et al. (2008) examine this question using ridership characteristics and found that bus tracking technology does not necessarily lead to increased ridership, but does lead to improved perceptions of nighttime safety and overall satisfaction with the transit service. This study examines additional attitudes towards a bus service that recently deployed a real-time tracking technology. The University of Connecticut bus system was utilized in this study