Proposing a marketing strategy aimed at making public transport a more attractive travelling proposition for University students

Abstract

The increasing student numbers at the University of Malta, presently in the region of 11,000, have elevated the population of this institution to that of a local medium---sized town. As a result, the University is inundated each day with all sorts of vehicles, mostly personal cars belonging to academics, support staff and students. Given that the Msida campus covers only 0.2 square kilometres, this reality carries serious consequences: clogged roads both inside and around University, inadequate parking facilities, lack of green open spaces and rising noise and air pollution. This study, which focuses on University students who own a car, explores their attitudes towards and perceptions of public transport in conjunction with related usage patterns. The aim is to develop a marketing strategy that leads to travel behaviour change in them once they start viewing public transport as a viable option for their daily commute needs that go beyond travelling to and from University. Data was collected mainly by means of a piloted questionnaire that was sent to all University students through an email sent by the Registrar's Office and postings on Facebook pages dedicated to University students. The analysis of the data reveals that students' lack of public transport usage results from lack of information and incorrect perceptions. As such, there appears to be good chances that their resistance to patronising public transport can be overcome once these two main concerns are addresses and the service providers behind the public transport system affect a number of improvements that satisfy students' requirements.