The operation mechanism of integrating urban and rural passenger transportation and logistics under the strategy of rural revitalization–Case study of Lianhua County, China

•Analyzes the operation mechanism and pilot effects of the bus-logistics integration model in Lianhua County.•Reduces the deficit of urban–rural bus enterprises compared with the traditional URBI model.•Promotes rural revitalization by facilitating the transportation of agricultural products and e-commerce goods.•Suggests development strategies for public transport and logistics integration. To alleviate the pressure of government financial subsidies for urban and rural public transport, this paper analyzes the intrinsic relationship between China's rural revitalization strategy and the integrated development of urban and rural public transport, and proposes an integrated development model of public transport and logistics based on urban and rural public transport. Taking Lianhua County, China, as an example, this paper investigates the operational mechanism and pilot effects of the bus-logistics integration model, and proposes strategies to promote the development of bus-logistics integration. The results of the case study show that the urban–rural bus integration model based on the integration of public transportation and logistics can reduce the deficit of urban–rural bus enterprises by 35.8% compared with the traditional urban–rural bus integration model, which can effectively alleviate the pressure of government financial subsidies. The research results have practical significance for promoting rural revitalization in Lianhua County and alleviating government financial pressure, and also have a certain reference role for the sustainable development of urban and rural public transportation in other small and medium-sized cities.