Mobility as a Service (MaaS) for university communities: Modeling preferences for integrated public transport bundles

Abstract

In order to investigate the role that Mobility as a Service (MaaS) could play in university communities to reduce car dependency and moderate car-oriented travel behavior, this paper examines individuals’ stated interest in adopting MaaS bundles in academic environments, where its potential is still largely underexplored. The study involves a large-scale survey campaign carried out within a university community in Milan (Italy), comprising 1873 answers from faculty members, technical-administrative staff, and students. The paper discusses the factors affecting behavioral intentions towards a potential MaaS adoption on the basis of aggregate statistics and discrete choice models estimates. This research highlights that there is a real opportunity to market MaaS in university communities, but an accurate user-centered design of the MaaS solutions is needed, based on individuals’ preferences and actual mobility needs. Results suggest that MaaS has a broader potential user base among individuals under 35 years old and Public Transport subscribers, and that MaaS bundles involving shared mobility services are attractive by residents in the city center, while reserved parking at interchange facilities is more attractive to commuters coming from suburban areas.