Barriers towards enhancing mobility through MaaS in a Regional and Rural context: insights from suppliers and organisers

This study explores the potential of a mobility framework for MaaS in a regional and rural context. In-depth interviews of stakeholders, including Non-Transport Providers and Transport Providers, were conducted in three regional locations in New South Wales, Australia, and their attitudes towards MaaS analysed. Findings revealed that the majority had a positive attitude towards MaaS; while those who expressed negative attitudes commonly had concerns about subscription fees, the underlying reliance on private cars in rural areas, and the digital usage by older people. The paper discusses the government's role in improving travel options which ensure equitable access to both local and regional transport services. Policy implications for necessary adjustments to the modal landscape and the design of a digital App and payment methods are drawn. The results provide insights into the features of mobility services, which could include alternative uses for the private car, provided by various stakeholders and their fit within the mobility framework