Rural and urban areas are mainly connected by public transport in China. The characteristics of the trips of local residents in rural and urban areas are different; therefore, the demand for public transport information services is different. Based on the revealed data, a structural equation model is applied to examine the critical factors affecting the behavior of urban and rural residents in choosing public transport in the Beidaihe District, Qinhuangdao City, China. The effect of information service factors on public transport behavior of urban and rural residents is obtained. The influence level of public transport information service on public transport behavior of urban and rural residents before and during travel is discussed. This study provides valuable insights to improving public transport services between urban and rural areas of China, which can attract more residents to use public transport and promotes sustainable development between urban and rural areas.
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