PROJECT TO INCREASE THE LEVEL OF PATRONAGE FOR PUBLIC TRANSIT AMONG SPECIAIIZED GROUPS: PHASE I. EXECUTIVE SUMMARY
This project focuses on transit management as it relates to marketing to the transportation disadvantaged. It is designed to stimulate ridership and to improve the image of public transit generally through a marketing program tailored to the needs of special users. The objectives of the project are: (1) To examine existing marketing techniques in urban areas which are potentially applicable to increasing public transit ridership and revenues; (2) to analyze, through market research, the mobility wants, needs, and preferences of disadvantaged groups and potential users; (3) to develop techniques for increasing The measurable ridership and public awareness among special users, namely the transportation disadvantaged; and (4) to assess the impact of these marketing techniques and to develop data that will provide specific guidance to transit professionals for effectively incorporating marketing into planning and decision-making. This study was designed to increase the level of public transit patronage among special user groups in the Houston, Texas Metropolitan Area. The first phase of the project entailed assessing community needs for the elderly, handicapped, poor, minority groups, and youth. Based on the inventory of needs and the demographic characteristics of these special user groups, the findings of other studies, and transit-related information from a representative sample of community agencies and groups, a marketing/education plan to promote public transit ridership will be developed. This latter task will comprise the second phase of the project. Therefore, objectives one and two were completed during Phase I of this study and documented in this report and objectives three and four will be completed during Phase II of the project.
Texas Southern University, HoustonUrban Resources Center, 3017 Wheeler Avenue
Houston, TX United States 77004
Urban Mass Transportation AdministrationUniversity Research and Training Program, 400 7th Street, SW
Washington, DC United States 20590
- Lede, N W
- Cooper, L C
- Thompson, L
- Wade, D A
- Publication Date: 1984-3
- Pagination: 6 p.
- TRT Terms: Aged; Demographics; Marketing; Minorities; Persons with disabilities; Public transit; Transportation disadvantaged persons; Young adults
- Identifier Terms: Urban Mass Transportation Act
- Geographic Terms: Houston (Texas)
- Old TRIS Terms: Umta section 11
- Subject Areas: Administration and Management; Economics; Highways; Planning and Forecasting; Public Transportation; Society; I72: Traffic and Transport Planning;
- Accession Number: 00389759
- Record Type: Publication
- Report/Paper Numbers: UMTA-TX-11-0014-84-1Final Rpt.
- Contract Numbers: TX-11-0014
- Files: TRIS, USDOT
- Created Date: Oct 30 1984 12:00AM