EXECUTIVE SUMMARY:
THE BUS is a branch of the larger transportation system, CARTS, used throughout
Central Texas. THE BUS is in its early stages of implementation due to the growing demand for
public transportation in San Marcos. The main issue that THE BUS presently faces is choice
ridership. Choice riders are defined as those who have other means of transportation, but
choose to take the bus instead.
The purpose of the research is to answer three main research questions: How many
students are aware of THE BUS; what are the reasons, if any, why students choose to not ride
THE BUS and what would make students more willing to ride THE BUS? The main instrument
used to find the answers to these questions was a survey distributed primarily online. This
survey was distributed online and in person. Qualitative data was also collected through riding
the bus and taking notes of the experience.
The survey revealed that many of the students would be encouraged to ride THE BUS if
hours extended past 8 p.m.. The survey also revealed that Texas State students listed
convenience and Wi-Fi as their top priorities in public transportation. However, many of the
students stated that they simply prefer to drive. Qualitative data revealed that the condition of
the older busses that are in place are of poor quality. However, the experience of riding THE
BUS was pleasant and timely.