Effect of Low-Cost Policy Measures to Promote Public Transport Use: A Case Study of Oyama City, Japan

Breaking away from the dependence on cars, increasing the number of public transport users, and securing operational revenues have been posing a problem for many cities worldwide. As a low-cost policy measure to address this problem, Oyama City (with a population of approximately 167,000) in Japan, conducted a social experiment involving a significant fare reduction (selling passes at Max 70% discount) and a public information campaign (simplified mobility management) for all citizens. This study analysed this policy from two perspectives, namely the change in the attitudes and behaviours of the people, and the maintenance of the financial stability of bus management. The analysis confirmed that the number of pass holders increased by a factor of 2.6, number of pass holders using the bus increased by a factor of 1.16, total number of annual bus users increased by a factor of 1.1, and revenue from bus services was maintained. In addition, public information campaigns increased awareness regarding the passes and the number of citizens who ware attached emotionally to the bus and city. These results suggest that the combination of a significant fare reduction and an appropriate public information campaign may increase bus ridership, without reducing operational revenues.