Urban−Rural Divide: Lessons Learnt from Household Based Travel Survey, Nova Scotia

Household travel surveys provide critical insights for transportation planning, yet rural communities often remain underexplored. This study examines the urban-rural divide in household travel surveys by analyzing the effectiveness of different sampling methods in the Nova Scotia Travel Activity (NovaTRAC) survey. Employing a multi-method approach, the survey recruited participants from across Nova Scotia through civic address, landline, cellphone, and social media-based sampling. The study compares key survey metrics, including response patterns, cost-effectiveness, temporal trends, and demographic distribution, highlighting the impact of geographic and methodological differences in household travel survey participation. For example, landline-based sampling had the highest completion rates, while social media was the most cost-effective method. Urban participation was consistently higher across all methods, highlighting challenges in rural data collection. By analyzing the efficacy of multiple sampling approaches, this research informs the design of inclusive, cost-effective surveys that better capture the needs of diverse urban and rural populations.