Ride-Sharing Services: The Tumultuous Tale of the Rural Urban Divide

This research examines the presence of ride-sharing services through the lens of rural and urban communities. Currently, urban communities are the primary areas where ride-sharing services occur. As the number of ride-sharing companies has grown, several have extended their reach into rural communities. However, by large, rural communities do not have the same level of access to and utilization of ride-sharing services as urban communities. To address this gap, alternative models are emerging to fill some of the un-met needs in rural areas. This study examines the ride-sharing rural urban divide, and proposes a ride-sharing index (RSI) to identify communities that have untapped potential for ride-sharing services. The RSI is an exploratory framework to determine the degree to which ride-sharing, and ride-sharing alternative models are appropriate to address transportation needs for rural and urban residents. This study uses secondary data to examine the constructs presented in RSI, and presents a rating of high, medium or low for a region's readiness for ride-sharing services. This study is formative and can be adapted to wider geographical regions. Implications for different constituents including ride-sharing companies and alternatives, individuals and policy makers are included.