Turnbull and Pratt – TRAVELER RESPONSE TO TRANSPORTATION SYSTEM CHANGES 2003

Description

Chapter 11 of TCRP Report 95 reviews transit information and promotion strategies, objectives, and evidence of effectiveness while noting major evaluation limits (few rigorous studies, confounding factors, self-selection). Mass-market information raises awareness but rarely yields sustained ridership gains; mass promotions with incentives produce short-term spikes (reported 4–35%). Targeted programs—especially individualized, face-to-face marketing—generate larger, more durable effects (German programs averaged ~23–35% gains with slow decay). Ongoing customer information (telephone, web) and real-time AVL displays improve access and reduce waiting anxiety; ridership impacts are mixed but occasionally measurable. Simpler, more transparent network and schedules enhance usability and amplify promotional effects. Cost-effectiveness often looks favorable (roughly 3:1 benefit–cost). Practical lessons include favoring targeted incentives, personalized contact, clear maps over complex schedules, and continuous information to capture high rider turnover. Long-term modal shifts and environmental impacts remain under-documented.