Rural transit systems ( Figure 1 ) are essential for connecting residents to critical services like healthcare, education, and employment, yet their effectiveness is often constrained by limited technological infrastructure. In Michigan, most rural transit agencies offer dial-a-ride services, which require complex coordination—scheduling trips, dispatching vehicles, processing fares, and reporting to grant providers. For medical or school trips, timeliness is critical, adding complexity compared to urban fixed-route systems ( Berg & Ihlström, 2019 ). Also, transit systems as a part of scheduling, have to plan for the rider’s return trip to home after their medical/school related appointments. Despite these challenges, technologies such as mobile apps, real-time tracking, automated fare collection, and digital schedules—common in urban settings—offer potential benefits for rural providers ( Shaheen & Cohen, 2021 ; Peterson et al., 2020 ). These tools can improve efficiency by optimizing scheduling, enhance user experience through on-demand options and mobile payments, and increase accessibility by bridging geographic gaps ( Kamalesh et al., 2023 ; Via Transportation, 2022 ). However, rural users face barriers, including limited digital literacy and poor internet connectivity, which hinder adoption ( Yu & Liu, 2024 ).

To address these challenges, the Michigan Department of Transportation (MDOT) is developing a statewide MaaS platform. Initiated with a 2020 Request for Information that drew responses from 19 vendors, this platform aims to integrate mobility options, allowing riders to plan, book, and pay for trips seamlessly ( HNTB, 2022 ; MDOT, 2024b ). However, agency readiness varies, as earlier assessments revealed inconsistent facility condition tracking ( HNTB, 2022 ). Building on this foundation, this paper examines Michigan’s rural transit systems in 2024, using data from HNTB (2022) and a 2024 MPTA survey. It explores technology readiness, rider profiles, funding, and voter support, proposing strategies to improve service delivery through targeted technology and MaaS integration, informed by innovations like those showcased in recent MDOT media events ( MDOT, 2024a, 2024c ).

At the 2024 Michigan Public Transit Association (MPTA) annual meeting, a survey was conducted among transit agency professionals—including directors and operational managers—who attended the conference. The primary goal was to assess the current state of technology readiness, identify barriers, and capture rider needs and operational challenges within transit systems. The survey consisted of two multiple-response questions, two ranking questions, seven open-ended questions, and several demographic questions. Of the 52 respondents, 32 represented agencies serving rural areas, and this paper focuses solely on their responses. The questions were designed based on a similar survey conducted by HNTB in 2022, which explored the technological readiness of all 57 of Michigan’s rural transit systems. Using the HNTB (2022) findings as a benchmark, a chi-square test was performed to evaluate the current state in technology adoption. Additionally, qualitative open-ended responses, multiple-answer selections, and ranking data were analyzed to provide deeper insights into challenges and priorities. Supplementary data on rider demographics, trip purposes, funding, and voter support were sourced from MDOT’s 2023 Public Transportation Management System Performance Indicators Report ( MDOT, 2023a, 2023b ), June 2024 media reports, and the 2024 Rural Transit Fact Book ( Small Urban and Rural Transit Center, 2024 ; Litman, 2017 ). Descriptive statistics from this data further illuminated the critical hurdles and goals faced by rural transit systems.

While some agencies, like the top-ranked BENZE system, have embraced innovation, overall progress of all rural transit agencies in technology adoption remains slow. Barriers include unreliable apps, poor training, and high costs, compounded by rural connectivity issues. Rider needs—real-time data and mobile payments—align with agency priorities, yet MaaS, despite its potential, ranks low (3.72) in perceived importance, indicating awareness gaps ( Shaheen & Cohen, 2021 ). Barriers like the digital divide, resistance to change, and high costs further complicate progress ( Yu & Liu, 2024 ; Poltimäe et al., 2022 ).

Real-time information and mobile payment options are essential for riders, especially in Michigan, where harsh winters necessitate precise vehicle arrival times to minimize outdoor waiting. Meeting these needs effectively requires a robust technological framework, including system security, which a statewide Mobility-as-a-Service (MaaS) platform could provide for rural transit. Such a system would address critical challenges, including selecting suitable technologies, managing upgrades and maintenance, strengthening cybersecurity, and securing local funding. Michigan, the second state in the country to pursue this approach, has partnered with HNTB to pilot MaaS, advancing its rural transit system.

While it is true that no technology implementation goes perfectly, some agencies’ approaches of making adjustments and moving on were practical. It’s impressive how some of the agencies managed to stay flexible and find workarounds. To address the challenges, we propose: 1) For author/s of only one affiliation: To change the default, adjust the template as follows.

Michigan’s rural transit agencies stand at a pivotal moment, weighing technological promise against practical hurdles. Transit operators must recognize that their purpose revolves around serving riders. Meanwhile, drivers, as the primary point of contact for riders, play a key role in this ecosystem. Their active participation in selecting, training, and promoting transit technology is therefore essential. By adopting multi-channel marketing strategies, ensuring technological accessibility, and focusing on education and community engagement, transit systems can successfully introduce technology to rural areas, enhancing mobility and improving quality of life for users. While challenges exist, the potential for growth in rural transit technology adoption is significant, benefiting both residents and local economies. In addition, by addressing readiness barriers and embracing a tailored MaaS framework, these systems can enhance accessibility, efficiency, and satisfaction, ensuring equitable mobility for rural residents.

While this study focuses on the current state of technology in rural Michigan’s transit systems. Future study could include a comparative analysis with other states or countries that have implemented similar technologies in their rural transit systems. This would not only offer a benchmark but also provide insights into different approaches and their effectiveness, potentially offering lessons learned or best practices that could be applicable to Michigan.