Who would use microtransit services in rural areas? Understanding acceptance and willingness to use.

Abstract: Microtransit, an innovative, app-based, on-demand public transportation service, has emerged in recent years as a promising solution for enhancing transport accessibility in underserved and sparsely populated areas. Despite its rising popularity, a significant portion of microtransit research and implementation has been urban-centric, thus, overlooking the unique transportation needs and potential receptiveness of rural communities towards such modern solutions. Previous research results from interviews with rural microtransit systems have shown that user acceptance is critical in successfully deploying microtransit systems in rural areas.
This study pioneers in bridging this critical knowledge gap by characterizing the user profile and willingness to use microtransit from potential rural users. Based on a survey conducted within rural communities in New Mexico, the investigation applies an ordered logit model to understand factors driving community acceptance and willingness to use microtransit services. Factors included in the survey correspond to sociodemographic variables, transit awareness, transportation insecurity, and attitudinal factors, including pro-car behavior, environmental awareness, and sharing values.
The findings aim to underscore key user-centric factors essential for the success and longevity of these transportation models. By exploring rural user acceptance, this research endeavors to inform strategic planning and implementation efforts, ensuring that microtransit systems are not only sustainable but are also tailored to foster enhanced resilience and inclusivity in rural transportation networks. This study offers practical insights for policymakers, planners, and transportation developers keen on making resilient, sustainable, and socially inclusive transport systems a reality in rural landscapes.