Hence the importance of developing a parallel strategy for the development of public transport, based on data and an understanding of citizens' behavior in choosing their means of transport. Studying the demographic characteristics and geographical distribution of public transport users, in addition to understanding the travel patterns of those who rely on their private cars, helps identify the groups that can be encouraged to use these services and identify the reasons that prevent them from doing so. Based on this information, policies and communication plans can be designed that take into account the different needs and circumstances of citizens, and encourage them to try the available means of transport and gradually adopt them in their daily commutes, instead of settling for general promotional campaigns that address everyone in the same way. It is also important to measure the results of these efforts by monitoring passenger numbers, usage rates, and travel patterns, and developing plans based on what proves successful on the ground.
The importance of public transport is not limited to its economic and service benefits, but extends to its potential role in enhancing social cohesion. It contributes to providing a common space that brings together citizens from different age, social, economic, and educational backgrounds, allowing them to share a daily experience that might not bring them together under other circumstances. Such encounters, even if they seem fleeting, can foster familiarity and closeness among members of society, especially since the nature of daily life may limit human interaction to familiar social circles. Hence, public transport can contribute to strengthening the sense of belonging to one society, and its value can transcend merely connecting regions to bringing people closer together.
One of the important aspects that this strategy should address is working to change the social norms that link an individual's social status to the means of transport they use. Among the ideas that can be adopted is encouraging senior government officials, elected officials, and business leaders to use public transport regularly across the Kingdom's governorates. Seeing these figures using buses for their regular commutes can carry an influential social message, implying that using public transport is a natural choice not linked to income level, position, or social status, especially when this behavior is genuine and continuous, rather than just a fleeting media appearance. Practical role modeling is capable of influencing people's perceptions and gradually contributing to establishing new social norms regarding the use of public transport.
As Jordan continues to invest in developing the public transport network, it is essential to focus on the importance of developing a comprehensive strategy to cultivate and entrench a culture of using it. The true success of these projects is not measured solely by the number of buses entering service or the routes completed, but by the number of cars that are no longer needed and the extent to which people are willing to use them in their daily lives, and by their ability to connect the regions of the Kingdom and enhance communication among its people.
