Mobility as a service and sustainable travel behaviour: A thematic analysis study

Mobility as a Service (MaaS) is a novel brand of transport that promises to replace private cars with multimodal personalised mobility packages enabled by a digital platform capable of integrating travel planning, booking and ticketing, and real-time information services. It is an intervention that through its digitisation, connectivity, information and sharing merits intends to inspire and support the transition to a more sustainable mobility paradigm. Recent research suggests, however, that the potential uptake of MaaS might not be overwhelming; current car drivers could face considerable difficulties in bypassing their personal car for it and, more worryingly, future MaaS users may substitute not only personal car trips but also public transport journeys with car-sharing and ride-sharing services. This means that MaaS might not be able to create travel behaviour change, and even if it does, the changes may not be always towards the right direction. Through conducting 40 semi-structured interviews in three different UK cities, namely London, Birmingham and Huddersfield, and employing a robust Thematic Analysis approach, this study explores the factors underpinning the uptake and potential success of MaaS as a sustainable travel mechanism. The challenges and opportunities reflecting and affecting potential for responsible MaaS usage refer to five core themes Car Dependence; Trust; Human Element Externalities; Value; and Cost, each of them with distinctive and diverse dimensions. Policy-makers and mobility providers should realise that MaaS success relies on changing people's attitudes to private cars (something very challenging) and thus they should incentivise responsible MaaS use, promote public transport as its backbone, use public engagement exercises and trials to expose people to the concept and somewhat demonise private car ownership and car use.