Understanding the Influence of Public Transport Perceptions on the Adoption of Demand Responsive Transport Services in the UK: A Case Study
Shobhit Saxena and his colleagues have published a paper. The research investigates the factors influencing the adoption of Demand Responsive Transport (DRT) services in the UK.
It finds that travellers' perceptions of the existing public transport (PT) system significantly influence DRT adoption, beyond the effects of conventional service attributes. Consequently, simply providing attractive DRT service characteristics may not achieve the desired uptake if prevailing perceptions of the PT system remain unfavourable. Furthermore, after accounting for these latent perceptions, the analysis shows that DRT and conventional PT are complementary rather than competing modes. It is seen that improvements in perceptions of existing PT services increase the adoption of both conventional PT and DRT, highlighting the importance of integrated transport policies.
This study is relevant to Business and Management, particularly transport management, as it advances understanding of the factors that influence the adoption of new shared mobility services such as demand-responsive transport (DRT). Using the combination of revealed (RP) and stated (SP) transport mode choices by travellers within the Greater Leeds Region, this study examines how traveller’s trade-off between different modal and trip attributes. Further, by demonstrating how consumers' perceptions of existing transport services shape the adoption of new mobility solutions, the study contributes to the literature on consumer behaviour, service innovation, and technology adoption. The findings show that the successful implementation of new mobility services depends not only on their operational characteristics but also on the quality and perceived performance of the existing PT infrastructure. From a transport demand management perspective, the research provides insights for transport operators and policymakers on the design, positioning, and integration of new mobility services to maximise customer adoption and long-term operational viability. Methodologically, the study contributes by incorporating latent customer perceptions into behavioural choice models through a parsimonious hybrid choice framework, providing a robust approach for evaluating the market potential of service innovations and supporting evidence-based managerial and policy decision-making.
The paper has important implications for transport policy and practice by providing evidence that DRT and conventional PT are complementary rather than competing services. The findings suggest that the success of DRT depends not only on its own service characteristics but also on travellers' perceptions of the wider PT network. Consequently, introducing DRT services without parallel investment in improving conventional PT may limit their uptake. The research supports the integration of DRT within the existing PT system and provides evidence for transport operators and policymakers to prioritise coordinated planning and investment, rather than treating DRT as a standalone or competing service. These insights can inform the design, implementation, and long-term operation of future DRT schemes.
For more information on this paper please use this link: https://www.sciencedirect.com/science/article/pii/S0965856426002065
