Tram adoption in Cuenca, Ecuador: Analyzing user profiles and preceding transport preferences

Before the Cuatro Ríos tramway in Cuenca-Ecuador, the primary public transportation modes were buses and taxis, with pickup trucks operating outside the urban zone. Since September 2020, the tramway has provided residents a more sustainable and comfortable option. Previous studies on the Cuatro Ríos tram have examined housing projects near the tram axis, public acceptance, education on efficient tram usage, system operation, and accidents-related factors. However, no studies have determined the profile of tram system users. This study aims to provide a comprehensive profile of Tram Cuatro Ríos users by focusing on their demographic characteristics, travel patterns, and modal shifts from previous transportation modes. The results show that the tramway mainly attracts users aged 25–64, including many students aged 12–24. Most users are high school or university graduates, earning around one Basic Unified Salary per month, reflecting a lower-middle economic class. About a third use the tram daily, valuing travel time and comfort over ecological considerations. Work and education are the primary reasons for tram use. Men prioritize travel time and comfort, while women value safety more. Despite a weak correlation between usage frequency and satisfaction, overall satisfaction is high, suggesting further research on additional factors to enhance system appeal. Cluster analysis reveals diverse user profiles: regular commuters valuing speed, young occasional users, mixed-age groups prioritizing safety and comfort, young adults balancing speed and comfort, and highly educated professionals with high satisfaction. This diverse characterization underscores the tram system's broad appeal and suggests targeted strategies to enhance user satisfaction.