MARTA: More Than Just a Ride— Unpacking What Gets People on Board
Author(s)
Patel, Kanisha
Advisor(s)
Akar, Gulsah
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Abstract
In the wake of declining transit use and ongoing recovery from the COVID-19 pandemic, Atlanta’s Metropolitan Atlanta Rapid Transit Authority (MARTA) faces the dual challenge of restoring ridership and re-establishing public trust. This study investigates the impact of public perception on MARTA usage, by moving beyond the traditional metrics and incorporating broader indicators of user opinion and behavioral patterns. Using data from the 2017 National Household Travel Survey (Georgia Add-On), the research employs logistic regression modeling and geospatial analysis to examine how perceptions of safety, convenience, cost, and reliability influence transit decisions across demographic and socioeconomic groups. The results show that perception-based factors, particularly safety, travel stress, and reliability are as crucial as objective service metrics. Key variables positively influencing transit perception include driver status, educational attainment, and population density. On the other hand, higher income and older age consistently reduce the likelihood of choosing MARTA. The study also reveals distinct rider typologies, including efficiency-driven users, safety-conscious travelers, and pragmatic commuters. Their preferences cluster around specific combinations of perceived transit benefits. Through this composite lens of analysis, the paper highlights the necessity for MARTA to adopt targeted, perception-sensitive strategies such as safety enhancements, fare equity policies, and service reliability improvements to build a more inclusive and sustainable transit system. The findings offer crucial insights for transit agencies as they navigate the intersections of infrastructure, service planning, and public opinion in urban transportation planning.
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Date
2025-04-25
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Resource Type
Text
Resource Subtype
Applied Research Paper
Masters Project
Masters Project
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